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The purpose of traffic report was to evaluate the performance of website from the perspective of content consumption by target groups. It had to give an actionable insight into the dynamics of most important performance indicators of and evaluate the impact of Latvian Tourism Board advertisement campaigns.

The multiple dimensions of target traffic were compared to the total traffic therefore allowing to evaluate the Tourism Board effort to reach and communicate with the target audiences.

It starts with an overview of main indicators like total visits from target countries, new vs. returning visitors, bounce rate and continues with more detailed examination of traffic from each of the target country.