Digital Analytics

For the reporting period of November and December, there was a slight increase in users (1.8%) and sessions (2.2%). Paid search was the largest source of traffic for this period and made up approximately 34.07% of all sessions, followed by Organic Search, which made up approximately 22.58% of all sessions. The ongoing Fall "Escape Your Ordinary" campaign page totaled over 176K users.

During this period, the website also provided the following engagements:

• 109,251 Partner Referrals
• 2,185 Visitor Guide (VG) Downloads
• 1,404 E-Newsletter Sign-Ups

This data highlights the effective strategies implemented and the positive response from our audience.

In November and December, 17 blogs were created and/or updated.

A few of the new blogs to the site include:

1. Coachella Valley Firebirds 2024-25 Season Preview
2. Best Places for RV Camping in Greater Palm Springs
3. Make a Splash: Pools and More Water Fun in Greater Palm Springs
4. Your Guide to Entertainment & Nightlife in Greater Palm Springs
5. 2025 American Express Golf Preview
6. The Best Hikes in Tahquitz and Indian Canyons
7. Gift an Experience this Holiday Season
8. Farm-to-Table Dining in Greater Palm Springs
9. Best Instagram Spots in Greater Palm Springs
10. What to Expect at the Palm Springs International Film Festival

Holiday-Related Pages
The New Years Eve Events page attracted 7,404 users and generated 10,931 views, while the Holiday Events page saw 6,396 users and 9,273 views. The Magic of Lights page attracted 5,250 users and 6,668 views, and the Thanksgiving Dinners and Holiday Dining in GPS pages each brought in 2,310 users with 4,065 and 3,383 views respectively.

Email Updates 
For the month of November & December, the consumer and dineGPS newsletters exceeded the industry average open rate (31.0%) as well as click-to-open rate (5.0%))

Nonstop Flights
VGPS has updated the air service page through social media ads and Performance Max by directing viewers to a “Time to Fly” page. The page contains 30+ variations of dynamic content based on the users geo-location being enabled and is targeted with relevant copy and topics. 

2024 Recap

In 2024, sessions achieved 114% of the annual goal, while users reached 112%, reflecting strong performance in attracting traffic to the website. Highly Engaged Sessions reached 93.5% of the goal, and Qualified Sessions reached 92.4%. This can be attributed to the decline in cookie tracking and updates to platforms such as Google Analytics 4 in 2024.

To address this, in 2025 VGPS will be transitioning away from composite metrics that attempt to generalize user behavior. Instead, the focus will shift to tracking specific, measurable interactions that correlate directly with real-world outcomes.

This refined approach includes prioritizing the tracking of key pages and user actions. This methodology will provide a clear demonstration of the value delivered to all partners and a unified measurement across various channels and pages.

VGPS garnered the following engagements for 2024:

• 600,453 partner referrals
• 11,185 visitor guide downloads
• 5,244 eNewsletter sign-ups

Looking Ahead

As we look forward into 2025, Visit Greater Palm Springs will continue to grow website traffic, engagement, and conversions. The website will be actively updated to support ongoing campaigns as well including Escape Your Ordinary, nonstop flights, and campaign-pillar content.

Escape Your Ordinary
The Escape Your Ordinary new campaign page launched during in September, receiving over 176,038 visitors and 430,081 views to the website by the end of December. The campaign is supported by this landing page, which was launched on September 24.

Digital Analytics Dashboards

Below are dashboards showing our year-to-date total website traffic, engagement, and conversion rates.