The purpose of this project was to review the Ladera Resort website and establish recommendations for an overall measurement strategy. This task was done without access to the site's Google Analytics account. I completed it by looking at the site, articulating what to measure, why, and what sort of outcomes I would hope to garner from implementation.

1. Ladera Resort:
Digital Marketing
Measurement Strategy
Carly Aronin
MARK 4650

2. Background
The Ladera Resort is located in St. Lucia, West Indies. It offers a variety of
amenities, activities, dining, and special events with great rates and offers. There are
32 suites in the resort, all with an “open wall” to expose the beauty of nature, yet
maintains the private, luxurious feel. It is the perfect place for romantic couples to
stay.
The Ladera Resort website serves as a place for potential customers to get all of this
information. The site provides in depth descriptions on all it has to offer. Not only is
the site a place to look into information on the Ladera Resort, but the primary
purpose of it is to provide a place for users to make a reservation and book their stay

3. Target Audience
• Romantic Getaway Guests: Couples who want a relaxing, romantic vacation in
paradise in a time that they want to getaway form reality.
• Honeymooners: Recently had their wedding and looking to honeymoon in a
romantic paradise.
• Celebrating an Anniversary: Romantic couples celebrating their anniversary by
the sea in paradise.
• Wedding Party: Couples looking to celebrate their wedding in a romantic paradise.
• Couples: Looking to take a relaxing vacation with their significant other.

4. Main Pages On Site
There are 12 main pages on the website. There is the homepage, which shows a summary
view of the resort, and has a place to book the reservation.
Other main pages are show in the top bar, including accommodations, activities, dining,
and more. These pages all offer information about different aspects that the resort has to
offer. Some of those main pages offer micro conversions, such as downloading pictures or
watching a video.
Another main page that directs you to the booking page is the “Make A Reservation” page
located in the main bar on the screen. This leads the user to completing their stay and
completing a macro conversion.

5. Goals
In Google Analytics, setting goals is extremely important in order to receive the
appropriate data one is looking for. Setting goals is the most important part of this
implementation strategy. There are 4 types of goals, each of which can be configured to
a view level.
1. Destination Goal à page user sees when a specified activity is completed.
2. Event Goal à triggered when a user completes an activity, such as downloading a
PDF or watching a video.
3. Pages per Visit Goal à when a user sees more pages than specified or fewer
pages than specified.
4. Duration Goal à when a user’s visit time is more or less than what was specified.
I recommend setting up goals because they provide data on how successful you are
performing. This data is crucial in seeing the success of a strategy because it lets you
know exactly what you are looking for and shows you the effectiveness of the
measurement strategy.

6. Macro Goals
The macro goal of the website is for someone to complete an action and make a
conversion. This conversion is when the user completes their transaction by booking
their reservation and paying for their stay.

7. Macro Conversion
Funnel
Home Page
Booking
Build A
Package
Thank You
Rates
Dates
Reservations

8. Micro Goals
Micro goals are goals that can get a user closer to making a conversion. These types
of goals help complete a macro goal.
Micro Goals Targeted Number
Email List Signup 60% of visitors
Contact Form 40% of visitors
Video Views 30% of visitors
Brochure Download 20% of visitors
Pictures Download 25% of visitors
Visit Duration Goal 5 minutes
Pages per Visit Goal 5

9. Steps To Setting Up Goals
1. Sign into Google Analytics account
2. Click “Ladera”
3. Click “Admin”
4. Under the “View” column, click “Goals”
5. Click “+New Goal” in red
6. Finish by filling out the “Goal Setup”, “Goal Description”, and “Goal Details”
sections

10. Geographical Filters
In Google Analytics, it is important to pay close attention when creating views and
filters. It is possible to apply multiple filters to the same view, but it needs to be noted
that filter order matters, and the output from one filter becomes the input for the next
filter.
Within the “Test” view, 3 separate views
should be created for each continent.

11. Geographical Filters
In this case, it is extremely important to filter the views and be aware of the order
because of the fact that there are Regional Sales Managers in North America, Europe,
and South America. Because of this, each manager should have their own view. This
restricts certain data from coming into their view so that the data they are seeing
applies specifically to their geographic region.
Here is an example of a view created for the North American Region:

12. Main Landing Pages
The homepage is not always necessarily the main page that users land on when coming
to the website. They are directed to the website from many different ways, so knowing
which page they land on is important when analyzing how well certain pages perform.
Here are the main landing pages of the website:
• Homepage - http://www.ladera.com/
• The Resort - http://www.ladera.com/the-resort/
• Accommodations - http://www.ladera.com/accommodations/
• Activities - http://www.ladera.com/activities/
• Weddings - http://www.ladera.com/romantic-getaways/
• Dining - http://www.ladera.com/dining/restaurants/
• Rates and Special Offers - http://www.ladera.com/packages/honeymoon-packages/
• Gallery - http://www.ladera.com/the-resort/photo-gallery/
• Contact Us - http://www.ladera.com/contact-us/
• Press - http://www.ladera.com/press/press-coverage/

13. Weddings Campaign
I believe a significant way that Ladera can improve their site is with the implementation
of a Weddings campaign. This allows Google Analytics to track data associated with
sources and mediums that are setup with the campaign. This is helpful for you because it
gives insight on the effective and ineffective areas of the site.
When creating a campaign for Weddings, the landing page should be the “Weddings”
page on the website, which uses the URI “romantic-getaways”. The official URL is
http://www.ladera.com/romantic-getaways/.
Advertising the campaign should be on the 3 most important channels for wedding
planning:
• AdWords
• Pinterest
• Facebook

14. Constructing The
Weddings Campaign URLs
To track campaigns, use a process called link tagging, which is when you add extra
information to the links that users click to get to the website. Campaign tags are used
when constructing URLs for the campaign. There are 3 main tags that will always be
used are “source”, “medium”, and “campaign”.
Channel URL
Pinterest
https://www.ladera.com/romantic-
getaways?utm_source=pinterest&utm_medium=
social&utm_campaign=weddings
Facebook
https://www.ladera.com/romantic-
getaways?utm_source=pinterest&utm_medium=
display&utm_campaign=weddings
AdWords
https://www.ladera.com/romantic-
getaways?utm_source=google&utm_medium=cpc
&utm_campaign=weddings

15. Generating URLs Can
Provide Insight
If Ladera has 2 versions of an ad on the same site, it is important to know if users click
on the campaign ad, with the campaign tags, or the regular ad, with no tags. Google
Analytics does not collect campaign information if the regular ad was clicked, but if the
campaign ad was clicked, the user will be identified as coming from that specific
campaign. This shows that generating URLs is extremely important, or else it could lead
to incorrect data in reports.
With accurate data, the URL builder allows URLs to be generated in a way that provides
insight into conversion, ROI and future marketing campaign investment.

16. Understanding Visitors
Metrics to Watch Why is it important?
New vs. Returning visitors
It measures the number of unique users that visit the
site during a certain period of time. This lets you
understand the overall size of your audience.
Device type
It measures the number of unique users that visit the
site during a certain period of time. This lets you
understand the overall size of your audience.
Time on site
This lets you know how easy or difficult it is for a user
to navigate the site and complete a conversion.
Site depth
Looking at this metric tells you the path users took to
get to specific pages. It can tell you if the path was easy
or difficult to follow, and if it is easy for a user to reach
a conversion page.
Pageviews
It counts every time a page is viewed on the site, and
lets you know how engaged users are with the specific
page.

17. Conclusion
Ladera’s website offers easy accessibility to finding out information on all that the
resort has to offer. It clearly shows the different packages to choose from and the
rates of the packages. It caters their target audience in a clear way, showing
romantic couples all it has to offer with the extensive gallery, variety of videos, and
3-D plans. Ultimately, the site clearly directs the user towards a conversion to book
their stay.

18. Recommendations
After analyzing Ladera’s goals, pages, understanding the visitors, and other metrics, it
is clear that Ladera has been doing a good job at directing users towards making a
conversion.
However, Ladera has the potential to do even more. The Weddings campaign that I
have created opens new doors for Ladera to advertise to a larger target audience in
hopes of directing them to their website and booking a reservation.
The Ladera Resort should look further into creating and implementing for campaigns.
Because of the specific target audience, I recommend creating campaigns to place on
multiple channels in order to continue growing.