The website contribution data you get through Zartico shows you the correlation between who visits your website and then travels in-person to your destination. Find out the answers to some commonly asked questions!
How exactly does Zartico’s Website Contribution work? To be able to show you the correlation between who visits your website and then travels in-person to your destination, Website Contribution layers Zartico’s location data with your website data through our Integrated Data Model. We call this the view-to-visit window.
Details: Our Website Contribution data works by leveraging the location data from each electronic device, such as a phone or a computer interacting with your website. By identifying the device IDs of people having viewed your website, and the device IDs of people who have traveled to your destination, and comparing the two, we provide insight into how people from different origin markets are influenced by the various pages on your website to actually show up at your destination, and what timeframes are between when they view a page and when they travel to you. We do this by installing a pixel on your destination’s website designed to fire on every page and record the IP address for every device (such as a phone or computer). Broadly speaking, we then use data science to look for commonalities between these devices and the devices visiting your destination through location data. Because of the Zartico Integrated Data Model, we’re able to layer these two things together to show correlations between them. Having the ability to tie visitor movement within the community back to the website, tells a holistic story of the marketing and website contribution.
Q: How granular can website contribution get? Can it tell me when visitors go to a specific POI recommended?
A: Because Zartico’s Website Contribution data comes in part through our geolocation data, it is able to go very granular, down to specific POI categories.
Details: From Website Contribution, you can tell when a person from a particular IP address (such as their home internet) visits a certain webpage within various content categories, such as outdoor recreation, and then travels to a place categorized as outdoor recreation, such as a park. Even if they visited the webpage on their computer and only brought their phone to the park with them, the device IP bridge allows us to determine understand these patterns.
Q: Why am I not seeing any website contribution?
A: There are a few factors that impact the volume of visitation due to website contribution.
- Amount of Website impressions. A good rule of thumb is that a minimum 50K impressions per month will give you sufficient website traffic to see contribution to your visitation.
- Time. If you recently placed your pixel on your website it does take some time for people to start showing up in your destination. Imagine someone planning a vacation or trip at least a few weeks prior to actually traveling. We typically say that it takes about 2 months to begin seeing contribution.
Q: In Analyze, what are the meanings for common metrics used in WebCon?
Here are a few common metrics and what they mean.
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Pro tip: In Analyze, you can hover over the question mark next to a metric and it will show how that metric is calculated.
Location w/oy WebCon - Visitor Count: This is a count of visitor devices minus those devices that also were observed visiting your website.
WebCon - Non-Organic Visits: This is the count of visitor devices that also visited your website where the visit did not come through organic search.
WebCon - Visitor Count: This is the count of devices with a normalized factor applied to stabilize the data, showing only verified visitors.
WebCon - Organic Visits: This is the count of visitor devices that also visited your website where the visit came only through organic search.
Location w/out WebCon - Visitor Count: This is the count of devices identified as having visited your website who then visited your destination, but without a normalization factor applied.
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