Local UVs for Listen-and-Win Activities on KOLW FM

We were asked to do an audit of VIP traffic to decide if any activities were worth keeping.

I'm confused by the results. My KOLW FM site (hot975online.com) saw only 41 people play any kind of VIP in the last 30 days, only 7 people playing L&W daily. BUT, Google Analytics says more than 500 UVs were logged in the same period. I assume those are all, or at least mostly, local. That's 10 percent of my local UVs.

So are Listen-and-Wins 7 people or 10% of my local UVs?