Google Analytics is a powerful tool that can help you ensure your Hotel marketing is working for you. Not only does it provide invaluable information about how your website is performing, but Google Analytics also provides in-depth insight for improving and enhancing your marketing activities through optimising your campaigns, better targeting and perhaps even activities you hadn’t thought of before.
Discover what your marketing channels are doing for your hotel
Google Analytics allows you to identify which of your digital marketing activities are working, and which perhaps need your attention.
Google Analytics offers a comprehensive suite of acquisition reports, which allow you to view the performance of various sources of traffic to your website.
For example, if your Google Analytics acquisition report is showing that your organic traffic is low compared to other sources, you should consider looking at your Search Engine Optimisation (SEO) strategy.
Your Google Analytics acquisition report can also show the performance of your email marketing activities as well and (with the appropriate setup) allow you to associate revenue generated by your campaigns.
If your property is active on social media then you can also report on associated revenue generated from website visitors who originated on your social media pages.
Key reports you should be monitoring through Google Analytics
Acquisition reports in Google Analytics can not only help you identify your best, and least, performing marketing channels – it can give you insight into your website performance. Google Analytics acquisition reports can provide you with key performance indicators such as how many people are arriving on your website, or sessions.
Behaviour reports in Google Analytics give great insight into what your website visitors are doing when they are on your website. They allow you to report on various metrics, such as the content that is getting the most engagement, allowing you to identify what is of interest to your audience, as well as time spent on various pages.
Audience reports give you detailed information about the visitors to your website, allowing you to view information such as location as well as demographic breakdowns.
You are also able to view how many of your site visitors are new visitors to your website, and how many are returning.
Conversion reports in Google Analytics allows you to produce reports and monitor goals that you have set, which are actions you have identified that you want your audience to take.
You will also be able to attribute a conversion back to the marketing channel that drove the visitor to your website.
This is only a snapshot of the data analysis that is available to you as a hotelier.
If you’re interested in finding out more about what good data analysis can do for your hotel, get in touch with our analytics experts to learn how we can help.