Presentation

D I G I T A L M E D I A P E R F O R M A N C E R E P O R T
Wickenburg, AZ
November 2025 – February 2026
Presented to Wickenburg Town Council  •  March 2026

What Is This Report About?
The Town of Wickenburg runs paid digital advertising campaigns to attract visitors, drive tourism, and grow local economic activity. This report summarizes
how those campaigns performed from November 2025 through February 2026.
Google Search Ads
Ads shown when someone types 'things to do in Arizona' or 'visit Wickenburg' into Google.
These capture high-intent travelers who are actively planning a trip.
Meta (Facebook & Instagram)
Photo and video ads shown in social media feeds. Great for building awareness and driving
people to the Wickenburg website.
Display & CTV Ads
Banner ads on websites and video ads on streaming TV services (like Hulu). Function like
digital billboards — building recognition over time.
Email (Flyover Newsletter)
A sponsored feature in the Flyover newsletter sent to 100,000+ subscribers. Delivers highly
engaged, curated audiences directly to the website.

November
December
January
February
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
6,162
8,723
17,653
15,770
November
December
January
February
12000
10000
8000
6000
4000
2000
0
2,282
4,001
10,545
8,996
4-Month Campaign Overview  (Nov 2025 – Feb 2026)
Combined totals across all paid advertising channels over the four-month period:
1.39M+
Total Ad Impressions
(people who saw our ads)
24,824
Total Website Sessions
(visits to Wickenburg site)
1,101
Attributed In-Person Visits
(4-Month Total)
$0.49
Avg. Cost Per Click
(Jan – best month)
Monthly Website Visits
Monthly Total Ad Clicks

November 2025  —  Campaigns Launch & Ramp Up
First full month of campaigns. Strong early results, especially from Arizona drive markets.
2,282
Total Ad Clicks
(+347% vs. October)
6,162
Website Sessions
(+177% vs. October)
362K
Ad Impressions
Displayed
168
Attributed In-Person
Visits to Wickenburg
14.75%
Google Search CTR
(industry avg: ~5%)
Key Takeaways
•
Arizona drive-market Google Search performed exceptionally well — 1,068 clicks at a
21% click-through rate and just $0.59 per click.
•
Out-of-state ads (Las Vegas, Denver, Los Angeles, San Diego) drove 866 clicks — more
expensive per click but representing high-value overnight visitors.
•
Display ads reached 152,000 people across out-of-state markets, building brand
awareness even before people clicked.
Notable Details
•
Top-performing keywords: 'things to do in Arizona,' 'Wickenburg,' 'Wickenburg
museum,' and 'rodeos.'
•
Top engaged cities: Phoenix, Surprise, Las Vegas, Denver — all target drive and fly
markets.
•
Meta (Facebook/Instagram) not yet launched — Google Search and Display were the
only active channels this month.

December 2025  —  Meta Launches, Efficiency Improves
Facebook & Instagram ads launched mid-month. Total clicks jumped 75% and website sessions grew 42%.
4,001
Total Ad Clicks
(+75% vs. Nov)
8,723
Website Sessions
(+42% vs. Nov)
302
Attributed In-Person
Visits to Wickenburg
$0.17
Meta Avg. Cost/Click
(Very Efficient)
5.43%
Meta Click-Through Rate
(industry avg: ~1%)
Key Takeaways
•
Meta (Facebook & Instagram) launched and immediately became a high-volume, low-
cost traffic channel — 6,537 clicks at just $0.17 per click.
•
Google Search held steady (~1,931 clicks), confirming continued strong interest from
people actively searching for Wickenburg and Arizona travel.
•
Overall cost-per-click dropped 56% to $0.85, meaning the town's ad budget went
further in December than November.
Notable Details
•
Display ad CTR more than doubled (0.10% → 0.24%), showing improved targeting —
fewer but better-quality ad placements.
•
Top geographic markets: Phoenix, Las Vegas, Los Angeles, Denver — consistent with
tourism goals.
•
Footfall attribution data (physical visits to Wickenburg tracked via ad exposure) began
appearing in reports — a strong new measurement tool.

January 2026  —  Best Month Yet
Peak performance month. Total clicks more than doubled and website traffic hit its highest point in the campaign period.
10,545
Total Ad Clicks
(+164% vs. Dec)
17,653
Website Sessions
(+102% vs. Dec)
291
Attributed In-Person
Visits to Wickenburg
$0.11
Meta Cost/Click
(Lowest of Campaign)
798K
Total Impressions
(3× vs. December)
Key Takeaways
•
Meta became the single largest traffic channel — 21,075 clicks at $0.11 per click and
a 3.45% CTR. In-state (Arizona) ads were especially efficient at $0.09/click and 5.28%
CTR.
•
Google Search continued strong growth: 3,066 clicks at a 17.72% CTR and $0.76/click,
with conversion rate rising to 2.05%.
•
The Fly Over newsletter campaign (sent mid-January) drove a significant one-day
spike in website traffic, visible in analytics.
Notable Details
•
In-state Arizona search: 1,954 clicks at 22.66% CTR — the highest click-through rate of
the entire campaign.
•
Top cities: Phoenix (2,372 sessions), Las Vegas (895), Los Angeles (597), Mesa (380),
Surprise (307) — all prime tourism targets.
•
Display/CTV ads reached 53,666 unique people with 169,000 impressions, serving as
consistent brand reminders across all markets.

February 2026  —  Shift to Broader Reach & Video
Budget intentionally shifted toward video and awareness formats (YouTube/CTV). Impressions surged while maintaining strong site traffic.
8,996
Total Ad Clicks
(-15% vs. Jan — by design)
15,770
Website Sessions
(Still 2× December)
1.39M
Total Impressions
(+75% — Most of Campaign)
340
Attributed In-Person
Visits to Wickenburg
78%
Flyover Email Open Rate
(106,700 Recipients)
Key Takeaways
•
More budget went to video and awareness formats this month — designed to be
seen by large audiences rather than just clicked. This is the right move as peak travel
season approaches.
•
Total impressions hit 1.39 million — the highest of the entire 4-month campaign.
More Wickenburg's name was in front of potential visitors in Feb than any prior
month.
•
Google Search maintained strong performance: 3,359 clicks, 24.75% CTR for Arizona
in-state ads, and branded search increasing 63% — people are actively looking for
Wickenburg.
Notable Details
•
340 physical visits to Wickenburg were directly attributed to digital ad exposure — an
important measure of real-world tourism impact.
•
Flyover sponsored email: 106,700 recipients, 83,617 opens (78% open rate), and 3,250
clicks to the Wickenburg website. Outstanding engagement for email marketing.
•
Top traffic cities: Phoenix, Las Vegas, Los Angeles, Denver, Mesa, Surprise, San Jose —
all remain consistent with prior months.

Where Are Potential Visitors Coming From?
Top cities driving website traffic and ad engagement — consistently aligning with Wickenburg's priority tourism markets.
Arizona Drive Market  (Within ~60 Miles)
Phoenix
Primary market
2,372 sessions (Jan)
Surprise
West Valley
307 sessions (Jan)
Scottsdale
East Valley
230 sessions (Jan)
Peoria
West Valley
200+ sessions
Mesa
East Valley
380 sessions (Jan)
Glendale
West Valley
100+ sessions
Goodyear / Buckeye
Southwest
Active
Out-of-State Markets  (Fly & Drive)
Las Vegas, NV
4-hr drive
895 sessions (Jan)
Los Angeles, CA
Fly/Drive
597 sessions (Jan)
Denver, CO
Fly market
306 sessions (Jan)
San Diego, CA
Fly/Drive
Active across months
Albuquerque, NM
Drive market
Active across months
Salt Lake City, UT
Drive market
Active across months
San Jose / Bay Area
Fly market
319 sessions (Feb)

How Each Advertising Channel Performed
Each channel serves a different role. Here's what each one does and how it performed:
Google Search
Captures people actively looking for Arizona
travel — highest intent.
Performance:
Nov–Feb: ~9,000 clicks  •  14–25% CTR  •  $0.54–$1.34/click
Assessment:
 Consistently strong. AZ campaigns far
outperform out-of-state.
Meta (Facebook & Instagram)
Introduces Wickenburg to new audiences
through photos/video in social feeds.
Performance:
Dec–Feb: 41,000+ clicks  •  ~4% CTR  •  $0.11–$0.20/click
Assessment:
 Best volume + lowest cost. Launched Dec,
grew rapidly through Jan.
Display & CTV Ads
Digital billboards — website banners and
streaming TV. Builds recognition over time.
Performance:
Nov–Feb: 1,200+ clicks  •  0.10–0.24% CTR  •  ~55K–152K people reached/month
Assessment:
 Not for clicks — for keeping Wickenburg
top-of-mind across many screens.
Flyover Email (Jan sponsorship)
Sponsored feature in travel newsletter to
100,000+ engaged subscribers.
Performance:
106,700 recipients  •  78% open rate  •  3,250 clicks to Wickenburg site
Assessment:
 Outstanding engagement. One of the
highest open rates in email marketing.

November
December
January
February
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
Website Sessions
Total Ad Clicks
Campaign Growth at a Glance
All key metrics trended sharply upward. January was the peak month — 4× the website traffic of our November starting point.
↑ 187%
Website sessions grew from 6,162 in November to 17,653 in
January.
↑ 362%
Total ad clicks rose from 2,282 in November to 10,545 in January.
↑ 4×
Impressions quadrupled — far more people saw Wickenburg's
brand each month.
↓ 75%
Cost per click dropped from $1.93 in November to $0.49 in
January — more efficient every month.

Summary & What's Ahead
01
Campaigns Are Working
Every month showed growth in reach, website visits, and engagement. January was the
strongest month of the campaign, with traffic doubling from December.
02
Arizona Drive Market Is Our Strongest Audience
Phoenix metro and surrounding cities (Surprise, Mesa, Scottsdale, Peoria) respond at the
highest rates and lowest cost — a core audience for weekend getaways.
03
Meta Ads Proved Highly Cost-Effective
Facebook/Instagram delivered over 41,000 clicks in just three months at an average of
$0.14/click — significantly cheaper than most paid advertising channels.
04
Budget Is Being Spent Efficiently
Cost per click dropped every month (from $1.93 to $0.49). The team is continuously
optimizing, ensuring town dollars generate increasing returns over time.
05
February's Video Push Builds for Spring
The shift to video and CTV in February placed 1.39M impressions — building awareness
heading into peak travel season when visitors will be planning Arizona trips.
06
Physical Visits Are Being Tracked
340 in-person visits to Wickenburg were attributed to digital ad exposure in February alone,
with 1,101 total attributed visits across all four months. This 'footfall attribution' connects
digital advertising to real economic impact.

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Thank You
Questions & Discussion
Prepared by Wasatch Mountains Media  •  March 2026