October 2021 Release Notes

We've been clarifying verbiage and insights to help you understand your data, and added a few new things as well!

Your data is only helpful to you if you can understand it, so we've been working hard at making everything you see as clear as possible so that they can help you see your visitor economy as clearly as possible!

Refining Wording and Charts For Clarity Within Modules

We've been meticulously going through the way things are worded and displayed in the Zartico OS, so that it's easier for you to understand your destination's data. Here's some changes we tackled this month...

Our Paid Media Modules Got Some Extra Love!

  • We've made an update to correct an issue that certain Metro areas were excluded from the Campaign Performance By Metro insight in the Paid Media module. All metros are now in this insight graph, so that performance can be seen for all metros.
  • We've made an update to the Facebook Cost Per Link Click Insight within the Paid Social module to change this insight to show Ad Set rather than Ad, and updated a bubble chart to also display CTR and total spend. As well as adding an interaction to that insight for partners to drill in. When they click on an Ad Set bubble, they can see the performance: CTR, CPC and Spend for the ads within that ad group. This new format is easier to read and see the ad sets that are more efficient, leading to actionable insight. 

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  • We've updated the Facebook Website Performance Metrics to the Paid Social Module to display the average session duration as well as retention rate and sessions specific to Facebook traffic, so that all metrics can be filtered to the correct source.


See the example below...
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We love Visitor Flow and Geolocation Data!

  • The verbiage on the Visitor Flow module has changed from "Visitor Count" to "Device Count." This is to prevent confusion around the sample size of geolocation data we offer that allows you to see trends in visitation, but shouldn't be interpreted as representing the full amount of visitors. Click here to access a recent webinar that explains this and goes into best practices with geolocation data!

See the example below for the wording change...
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  • We've added Standardized Metro Filter to all Visitor Flow Modules. We chose to add a filter because the data from your home market can change visitation trends, and it's important to be able to isolate/exclude that DMA when you're reviewing your Visitor Flow modules.

Other Ways We Added Clarity

  • We've added a Site filter to the Destination Awareness module so that it's possible to filter the Visitor Intent graph and the website data KPI, to see performance by site. This is especially helpful if you have more than one website!

  • We've also reconfigured the "Click Through by Week" insight for Google Ads. This allows more of the heatmap to be visible and should not diminish the experience for anyone with long ad group names.
  • We've also added more Metros to the Website map visualization in the Website module, which will provide a quick visual of more of your marketing successes.
  • We've made an update to add two additional KPIs at the top of the Instagram module, showing Engagements and Average Post Engagement Rate. This showcases additional IG KPIs ensuring posts are performing in addition to increased reach!



New Additions

What better way to continue to enhance your view of your destination's visitor economy than by adding new modules? Here's some new data modules we added this month...

  • We've created a new module for StackAdapt to support a new API pull and data structure, rolled out to all partners with StackAdapt included in their contract.
  • We've also created a new module for KeyData to support a new API pull and data structure, rolled out to all partners with KeyData. 

Removals and Fixes

  • We've made an update to remove a duplicate CTR Metric in "Impressions in Top 10 Search Markets - Detail" because, well, a duplicate is too much of a good thing!
  • In the Destination Awareness module, we've removed the year-over-year insight because it allows for other data to provide the most accurate year-over-year insights, and we've also removed the device count KPI.
  • We've made an update to change date filter of "Total Video Watch Time by Date" insight graph to the last 90 days in the Facebook Organic Module. This avoids the issue that if a date range is not selected, it can display the error that there are too many data points to display. Nobody likes errors!

Introducing New Zartico Clicktorials

Our Product Education team has been working hard to add a great new feature helping you get even more value from the OS. You'll notice several new clicktorials including a walkthrough of the OS as well as how to better access articles in our knowledge base. Get started by taking the new Quick Tour, or exploring the Help & Information Menu!