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STAAH Blog

  • Home
  • MANAGEMENT
    • Why Every Hotel Needs a Channel Manager…

      Program Konsorsium Hotel: Bagaimana, Mengapa & Berapa…

      โปรแกรม Hotel Consortia: อย่างไร ทําไม และค่าใช้จ่ายเท่าไหร่?

      ตัวจัดการช่องทาง Channel Manager คืออะไร และทำไมผู้ให้บริการที่พักจึงจำเป็นต้องมี?

      The Top Traits of Exceptional Hospitality Professionals

  • Marketing
    • Smart Hotel Distribution: What Every Hotelier Needs…

      The Ultimate Guide to Turning Negative Reviews…

      6 Social Media Trends Hoteliers Must Leverage…

      ไอเดียโพสต์โซเชียลมีเดียที่กําลังมาแรงสําหรับโรงแรมในปี 2025

      Xu Hướng Nội Dung Mạng Xã Hội…

  • Tips & Trends
    • Smart Hotel Distribution: What Every Hotelier Needs…

      Maximizing Hotel Revenue: Advanced Channel Manager Strategies…

      The OTA Balancing Act: How a Channel…

      Tapping into Wellness Tourism: A Hotelier’s Guide

      Overcoming common challenges in channel management for…

  • News
    • Cloudbeds and STAAH partner to enhance channel…

      STAAH Achieves Prestigious Seamless Product Badge from…

      STAAH Product Updates You Can’t Miss –…

      Thoughtful Thursday – Reporting for Properties: Converting…

      Thoughtful Thursday – Matrix – Revenue Control…

  • Success Stories
    • The Komu Boosts Direct Revenue by 25%…

      Online Revenue Jumps 50% for Mangkuluhur Residences…

      23% more online bookings for Vivatel Kuala…

      STAAH boosts Indonesian resort’s direct bookings by…

      Nova Express Pattaya expands online visibility with…

  • Resources
    • All BLAAH BLAAH @STAAH Connectivity News e-Books Events Podcast Quiz Testimonials Webinars

      Connect with Expedia – Expand Your Reach…

      Alexa+ could earn “top-of-the-funnel” spot in travel…

      STAAH & Hotelbeds: A Powerful Partnership Driving…

      STAAH’s new eBook to guide hoteliers through…

      BLAAH BLAAH @STAAH with Captain Mihir Deepak…

      BLAAH BLAAH @STAAH with Dia Mirza

      BLAAH BLAAH @STAAH with Avijit Arya and…

      BLAAH BLAAH @STAAH with Mauro Risch

      Connect with Expedia – Expand Your Reach…

      Alexa+ could earn “top-of-the-funnel” spot in travel…

      STAAH & Hotelbeds: A Powerful Partnership Driving…

      EMPOWERING CHANNEL PARTNERS: THE POWER OF CONTENT…

      STAAH’s new eBook to guide hoteliers through…

      STAAH ReviewMinder Playbook

      STAAH GDS Playbook

      The Expert Guide to Drive More Direct…

      BLAAH BLAAH @STAAH with Suwamana Wahyu Putra…

      BLAAH BLAAH @STAAH With Matthias Dybing And…

      BLAAH BLAAH @STAAH with Vikramjit Singh and…

      BLAAH BLAAH @STAAH with Suhail Kannampilly and…

      STAAH Weekly Hospitality Quiz: 17 January

      STAAH Weekly Hospitality Quiz: 10 January

      STAAH Weekly Hospitality Quiz: 20 December

      STAAH Weekly Hospitality Quiz: 13 December

      The Domain Hotel and Spa, Bahrain

      Pramana Experience (Indonesia)

      Merusaka Nusa Dua, Bali (Indonesia)

      Acappella Suite Hotel (Malaysia):

      From Search to Stay: Maximize your Visibility…

      STAAH Webinar: From Search to Stay: Maximize…

      STAAH Webinar: Manage Revenue Mastery: How to…

      STAAH Webinar: Manage Revenue Mastery: How to…

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Understanding Google Analytics to drive Direct Conversions

13 November 2019
google analytics

Google Analytics is arguably one of the most powerful web analytics applications available today whether you are an expert or just a beginner. And even better, it’s entirely free!


The fact that hoteliers can understand the behaviour of their guests when they visit their hotel website makes Google Analytics one of the most necessary tools for hoteliers. For many hotel owners and general managers know just a few more things about their guests could easily lead to more revenue.

Google Analytics

What is Google Analytics?

Google Analytics (GA) is a free, market-leading tool that allows you to do just that; understand your traffic and website performance. But where to start? There are dozens of reports and hundreds of configuration options available. Let’s break it down from a hotel’s perspective.

Getting e-commerce tracking set up is important and requires that you work with your Booking Engine (like STAAH) provider. All modern booking engines are compatible with Google’s e-commerce script. That script needs to be installed and will inform Google Analytics of every reservation that is made and the value of the reservation.

GA Dashboard

Once you have this installed you will be able to see how much revenue your website is generating, which campaigns are generating revenue, which links are making you the most revenue, and much more.

Without e-commerce set up in Google Analytics, you’re basically only measuring clicks. And while that does give some insight, it doesn’t give a lot of real data on what works and what doesn’t.

A powerful tool, Google Analytics can also be used to identify your main channels for attracting travellers to your property’s website. These may include Organic Search (from your SEO activities), Social (social media), Referral (direct links to your site), and Direct (when no tracking data is available). This will show you how effective your hotel marketing is across various digital channels, and which channels need more work.

Some of the benefits for hoteliers are:

Direct Link Search

We’d recommend having a look at your direct traffic statistics in detail as this tells you about your general brand awareness. The majority of direct traffic comes from someone typing in your URL directly as they are familiar with your brand. This can indicate the health of your overall marketing strategy and can act as a metric for success.

Direct Link Search

Useful reports for hoteliers

One of the issues that many hoteliers have with GA is that there is simply so much data and reports that it can be hard to determine where to go for useful and meaningful information. Here are 4 reports that businesses should focus on to get the most out of GA.

  1. All Traffic Report

    This is for quickly checking the overall performance of a site, including:

  • Where your traffic came from
  • Sessions – How many times users visited your site
  • Session Duration – How long they stayed on your site
  • Revenue or Goal Completions – How much revenue or how many goal completions each source brought in

Keyword Research

  1. Organic Landing Page Report –

    The Organic Landing Page Report will allow you to quickly judge the status and progress of your SEO efforts and includes:

  • Top Landing Pages – Pages on which a user’s session began, which will tell you what general topics users searched for when they found your site in search engines
  • Sessions – Number of sessions that began on each landing page
  • Bounce Rate – Percentage of users who left your site without visiting a second page, which can help you identify content that is driving traffic but not engaging users
  • Conversion Rate – Landing pages that drove the most goal completions or revenue, which can help you apply the tactics of the successful pages to help improve the lower performing pages
  1. AdWords Campaign Report –

    This report shows you how your paid AdWords traffic behaved after clicking on one of your ads, as opposed to the reporting in AdWords which contains information about your ads leading up to and including the click but not after the click.

  1. All Pages Report –

    This provides an overview of site performance from a page-level perspective, as opposed to the session level perspective of the previous reports. This report displays metrics reflecting user behaviour on individual pages. It shows:

  • Pageviews – Total number of times users looked at a page
  • Unique Pageviews – Number of times a page was viewed at least once in a session
  • Time on Page – How long they stayed on that specific page
  • % Exit – Percentage of users who left the site after viewing a particular page

Google analytics top tips:

  • Take the time to set your account settings up correctly and activate features that enhance your reports like site search
  • Use filters to remove your internal clicks, so that data is genuine
  • Learn how to set up additional analytical tasks like campaign parameters and linking Adwords data
  • Integrate social and your analytical reports will provide a powerful picture of your digital marketing activity
  • Set up custom dashboards and schedule emails to save on time

To find out more about Google Analytics visit here.

Understanding Google Analytics to drive Direct Conversions was last modified: October 27th, 2022 by staah

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