CNPA Digit­al Data Ana­lys­is 2019

CNPA Web­site: Key Audi­ence Data 2017 – 2019

2019	2018
218,374 users (Num­ber of people who vis­ited the website)	183,104 users
40,428 fol­low­ers (The size of the CNPA’s social media following)	33,072 fol­low­ers
6,508,414 reach (The num­ber of times our con­tent was dis­trib­uted on social media)	3,914,261 reach
8,853 new audi­ence (The num­ber of new social fol­low­ers CNPA gained)	7,530 new audience

(Chart show­ing Users, Ses­sions, and Pageviews from 2017 – 2019)

Users: the num­ber of indi­vidu­als who vis­ited the website. Ses­sions: the total num­ber of times the web­site was visited. Pageviews: the total num­ber of times pages were vis­ited by users.

10 most vis­ited pages on the web­site in 2019 (Met­ric: Pageviews)

• Home Page: 131,395
• Dis­cov­er and Explore: 48,622
• Walk­ing Trails: 45,479
• Things to do: 29,831
• Plan­ning a vis­it: 25,184
• Scen­ic routes: 19,967
• Camp­ing in the Park: 11,009
• Photo Posts: 10,111
• Com­munity Paths and trails: 15,664
• Jobs: 9,232

Key Increases in 2019:

• 19% increase in web­site users
• 20% increase in new web­site users
• 18% increase in return­ing web­site users
• 21% increase in num­ber of pages viewed
• 41% increase in mobile users

Devices people used to vis­it our web­site in 2019:

• Desktop: 47%
• Mobile: 43%
• Tab­let: 10%

CNPA Social Media in 2019

(Chart show­ing Social Media Fol­low­ers in 2018 and 2019 for Face­book, Twit­ter, and Instagram)

Social Media Engage­ment: (The total num­ber of likes, com­ments, shares, link clicks and video views.)

• Total: 362,317
• Face­book: 286,361
• Ins­tagram: 9,245
• Twit­ter: 145,396

Social Media Engage­ment Rates 2018 vs. 2019:

Plat­form	2019	2018
Face­book	10%	7%
Twit­ter	4%	2%
Ins­tagram	12%	10%

(Chart show­ing Social Media Reach in 2018 and 2019 across dif­fer­ent platforms)

Key Social Media Increases:

• 22% Increase in the num­ber of social media fol­low­ers from 31 Dec 2018 to 31 Dec 2019
• 60% Increase in reach across social media between 2018 and 2019
• +52% Increase in engage­ments across social media between 2018 and 2019

CNPA Twit­ter: Offi­cial Staff Accounts

There are 4 offi­cial staff Twit­ter accounts man­aged exclus­ively by staff mem­bers, who sup­port the deliv­ery of wider cor­por­ate messages.

• 6,682: Num­ber of Twit­ter fol­low­ers of staff accounts
• +1,190: Num­ber of new Twit­ter followers
• 1,976,118: Reach of the 4 staff accounts across Twitter
• 86,233: Engage­ments with staff tweets

Over­all CNPA Social Media Growth (Includ­ing Staff Accounts):

• 47,428: Total CNPA social media fol­low­ing incl. staff accounts
• +10,043: New fol­low­ers of CNPA cor­por­ate and staff accounts
• 8,484,532: Reach of CNPA social media mes­sages incl. staff accounts
• 448,550: All engage­ment with CNPA cor­por­ate and staff accounts

Pre­pared by Sian Jam­ieson, Digit­al Cam­paigns Officer 2020