Performance Metrics

Explore Fairbanks employs a “best practices” standard for performance metrics. These metrics provide benchmarks for the organization to strive for based on a historical perspective of results. Meaningful measurements are an important part of Explore Fairbanks’ accountability to stakeholders.

These metrics are based on guidelines developed by Destination Marketing Association International (DMAI). Industry standards provide a basis for a systematic, business-minded approach to internal performance assessment.

The Explore Fairbanks team – staff, committees and board – undergo together an extensive review and reporting of metrics as part of the strategic planning process.

A sampling of the items that are measured are:

  • number of media inquiries
  • advertising equivalency
  • pay-per-click clicks
  • inquiries
  • website unique visitors, visits, returning visitors, individual page views, partner listings viewed, average length of session, interactive readers of various publication
  • search engine traffic
  • social media
  • meeting and conference leads, attendees, room nights, estimated direct attendee spending
  • number of visitors to visitor center
  • leads generated by tourism activity
  • lodging tax collections