I don’t call myself a Google Analytics expert, but a student. I use GA every day, I am Google Analytics certified, but I am constantly learning. So you may have some questions today that I can’t answer… but I can find an answer. How many of you have Google Analytics installed on your website?
What we’re not going to cover is dashboards
You can add other dimensions such as source and medium
Google Analytics for Hotels
Google Analytics for Hotels
Roger Coryell, CTA
• Managing Partner and digital lead for Brandhound, a Sonoma County-
based marketing agency.
• VP/Marketing and Operations for California travel site DogTrekker.com.
Roger is Google Analytics certified.
Brandhound works with DMOs and visitor-facing businesses to attract
visitors to our region. We build mobile-friendly websites, plan and execute
ad campaigns and email campaigns, and produce print collateral.
Using information from Google Analytics for insights to drive more
direct bookings, cost-effectively
Is the money I’m spending on TripAdvisor or Adwords being spent in
the most effective manner?
We will review:
• E-commerce tracking, and why it’s important.
• Best practices to make sure your analytics numbers are accurate:
• Make sure you have a secure site with https:// links
• Tag all incoming links with UTMs
• Review the GA interface, segmenting, filtering, custom dashboards.
• Key reports: Identify which channels and ad campaigns are bringing us the most
traffic, the most engaged users, and the most revenue.
• Setting up GA “Goals” to track non-revenue actions.
Learn About Our Visitors
• Who are they?
• Where are they coming from?
• What pages are they landing on?
• How do my converters compare with my overall audience?
• How can I improve the web experience for my customers?
No tracking data is 100% accurate
As a result, the data in a GA report will likely not exactly match data from other
sources (e.g. AdWords, brand reporting, etc.)
It should be close. If it’s not close, there is a problem and you should
What you should see is comparative proportionality… your biggest traffic driver
and revenue driver should be at the top of the report, and so on down the list.
Making Sure Your Data is as Accurate as Possible
Make Sure Your Site is “Secure”
If the URL on your website doesn’t say https:// incoming traffic may not
be properly attributed (and your search traffic will suffer)
Tagging Incoming Links
Without some help from us, GA does the best job it can of guessing
where traffic comes from. It’s right maybe 80 percent of the time.
We can help with this simple practice. UTM tagging.
All incoming links, from ads or partnerships, should be tagged with a
UTM to ensure correct attribution.
What is a UTM?
A UTM code is what you will often see after a link, with information about where
the traffic came from.
Without a UTM appended to an incoming link, Google Analytics will try to figure
out where the traffic came from. The results are only about 70 percent accurate.
With the UTM, you’re passing critical, accurate info into the analytics, and ensuring
much more complete info about the traffic source. So you should append a UTM to
every incoming link that you control… ads, listings, etc.
How Do I Create a UTM?
Create and organize your own UTMs, and keep track of them on a
spreadsheet. Share them with ad vendors and publishers.
Google provides a handy tool to build UTMs.
Adwords campaigns create their own UTMs automatically
Setting Up E-commerce Tracking
With e-commerce tracking in Google Analytics, you are able to connect
the specific dollar value of each booking or transaction to your
See how much revenue is generated by your hotel website, and where
the converting traffic is coming from, and use the revenue information
to find out what’s working.
Why E-commerce Tracking?
Incoming traffic by channel, sorted by revenue
• If you don’t have e-commerce tracking set up correctly, you are
missing a critical dimension. Some hotel groups don’t support e-
• We need to set up e-commerce tracking, with cross-domain tracking
(so we are able to see user behavior across your site, and conversions
on your booking engine site)
• If you have an independent hotel, make sure your Booking Engine
supports GA E-commerce. Some branded group hotels unfortunately
• Google Analytics e-commerce setup can be tricky, but it’s worth it.
Google Tag Manager
• Recommended but not required: Best practices is for your hotel
website to integrate GA using a free tool called Google Tag Manager,
• GTM help you organize all of your tracking tags in one place: your
TripAdvisor tag, your AdWords tag, etc., and gives you tools for
setting up specific tracking events easily. Ask your website manager if
you are using GTM.
Step One: Set Up E-commerce
in Your GA Account
1. Sign in to your Google Analytics account.
2. Navigate to the desired account, property and view.
3. In the VIEW column, select Ecommerce Settings.
4. Click the Enable Ecommerce toggle ON.
5. Click Next step.
6. Click Submit.
• Modify your GA code on your website (preferably within GTM) to
support cross-domain e-commerce tracking.
• The script you will need varies by booking engine. Check with your
booking engine support team for specifics.
Setting Goals in GA
If you don’t measure it, you can’t grow it
GA lets you set up “goals” for non-revenue conversions … email signup,
brochure download, and other actions that have value.
Using Google Tag Manager is a good idea if setting up goals.
Using GA “Goals”
Measuring non-revenue objectives using “goals” we set in GA.
• Meeting inquiries
• Wedding inquiries
• Spa booking
• Brochure downloads
• Email signups
• Incoming phone calls
Objective: More Wedding Business
• Increase engagement with website wedding content
• Increase downloads of the wedding brochure
• Increase views of the wedding gallery
• Increase wedding inquiry forms submitted
Set Up Goals to Track
• User views 3+ pages of wedding content
• User spends 5+ minutes on wedding content
• User shares wedding content on social media
• Downloading wedding brochures
• Viewing wedding gallery images
• Completing a wedding inquiry form
• Phone calls to a customized wedding number