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Google Analytics for Hotels

How to use Google Analytics to increase your hotel business

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Google Analytics for Hotels

  1. 1. Google Analytics for Hotels
  2. 2. Roger Coryell, CTA • Managing Partner and digital lead for Brandhound, a Sonoma County- based marketing agency. • VP/Marketing and Operations for California travel site 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.
  3. 3. Today’s Agenda 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?
  4. 4. 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.
  5. 5. 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?
  6. 6. Important Caveat 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 investigate. 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.
  7. 7. Making Sure Your Data is as Accurate as Possible
  8. 8. 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)
  9. 9. Tagging Incoming Links
  10. 10. 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.
  11. 11. What is a UTM? A UTM code is what you will often see after a link, with information about where the traffic came from. aign=spring_specials&utm_content=wine 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.
  12. 12. 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
  13. 13. Fill in the Form
  14. 14. UTMs - Copy the Link
  15. 15. See the Data on Your Site
  16. 16. 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 analytics. 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.
  17. 17. Why E-commerce Tracking? Incoming traffic by channel, sorted by revenue
  18. 18. E-commerce Tracking • If you don’t have e-commerce tracking set up correctly, you are missing a critical dimension. Some hotel groups don’t support e- commerce tracking.
  19. 19. E-commerce Tracking • 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 don’t. • Google Analytics e-commerce setup can be tricky, but it’s worth it.
  20. 20. 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, or GTM. • 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.
  21. 21. 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.
  22. 22. Set Up E-commerce in Your GA Account
  23. 23. Set Up E-commerce in Your GA Account
  24. 24. Step Two • 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.
  25. 25. Example Script <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//','ga'); ga('create', 'UA-4XXX30X8-2', 'auto'); ga('require', 'linker'); ga('linker:autoLink', ['', '', ''], false, true); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script>
  26. 26. Step Three • Plug your GA ID into the provided field in your booking engine admin.
  27. 27. Success! Reports Include Revenue
  28. 28. The GA Dashboard
  29. 29. The GA Dashboard
  30. 30. Audience Reports
  31. 31. Custom Dashboards
  32. 32. Real-time View
  33. 33. Segment Tool at Top of Page
  34. 34. Key Reports for Hotels
  35. 35. Key Reports Traffic Per Channel > Acquisition > Channels
  36. 36. Traffic By Channel (Sorted by Revenue)
  37. 37. Key Reports Source/Medium Acquisition > All Traffic > Source/Medium
  38. 38. Source/Medium Report
  39. 39. Source/Medium Report
  40. 40. Source/Medium Report Filtered: Traffic from Note there’s no revenue captured because this is a small hotel with no booking engine
  41. 41. The Campaign Report Acquisition > Campaigns > All Campaigns This is all information that is coming from UTMs Adwords campaigns usually generate their own UTMs unless you override that setting.
  42. 42. The Campaign Report What campaigns are working (from your UTM tags)
  43. 43. Landing Page Report Where is your traffic landing first? Behavior > Site Content > Landing Pages
  44. 44. Landing Page Report
  45. 45. Adwords Campaigns • If you use Google Adwords for PPC or display ads, this will give you a lot of information • Acquisition > Adwords > Campaigns
  46. 46. Adwords Campaigns Report
  47. 47. Revenue Increase Report Let’s look at March revenue vs last year same time Conversions > Ecommerce > Overview
  48. 48. Revenue Increase Report
  49. 49. 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.
  50. 50. 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
  51. 51. Setting Goals in GA
  52. 52. Objective: More Wedding Business Micro Objectives • Increase engagement with website wedding content • Increase downloads of the wedding brochure • Increase views of the wedding gallery • Increase wedding inquiry forms submitted
  53. 53. Set Up Goals to Track Behavioral goals • User views 3+ pages of wedding content • User spends 5+ minutes on wedding content • User shares wedding content on social media Conversion goals • Downloading wedding brochures • Viewing wedding gallery images • Completing a wedding inquiry form • Phone calls to a customized wedding number
  54. 54. Set Up Goals to Track
  55. 55. Set Up Goals to Track
  56. 56. Look at Your Goal Results Conversions > Goals > Overview
  57. 57. Look at Your Goal Results
  58. 58. Look at Your Goal Results
  59. 59. Audience Insights
  60. 60. Where Are Your Customers From? Geo report by cities Audience > Geo > Location Primary dimension CITY
  61. 61. Where Are Your Customers From?
  62. 62. Demographic Overview • Audience > Demographics > Overview
  63. 63. Demographic Overview – vs Last Year • Audience > Demographics > Overview
  64. 64. Demos – All Users vs Revenue Users
  65. 65. Interests – In-market Segments • Audience / Interest / In-market Segments
  66. 66. Interests – In-market Segments (Revenue producers only)
  67. 67. Thank You! Questions?
  68. 68. Brandhound Roger Coryell (707) 892-3953 This deck at: