WQ85708 (e) Tabled on 07/07/2022

What metrics do the Welsh Government use to assess the success of tourism advertising campaigns such as 'Croeso'?

Answered by Minister for Economy | Answered on 14/07/2022

The team monitor a wide range of metrics including; web traffic and conversions on site (such as click throughs to businesses’ own sites) social media engagement including sentiment and performance of activity such as consumer newsletters and paid digital (i.e. to inform best channels and return on investment (ROI)).

In addition, Visit Wales also undertakes research, via a third party, that helps to further assess conversion and calculate ROI.