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How Google Analytics can help you understand your guests

 

In the digital era, where websites become one of the primary touchpoints between your brands and customers, tracking your website performance can tell a lot about your users.

 

What is Google Analytics?

 

Google Analytics is a widely-used, free web analytics tool, that helps website owners to track the users’ performance, their behavior, website traffic, source of traffic and many other important metrics.

 

Google Analytics for Hotels

 

Being a hotelier, analyzing your website performance can provide you with greater insights on your guests, their behavior, and conversion patterns. Furthermore, it gives you detailed information on market segments, which help you unlock new opportunities.

 

Here’re the top key reportings that help beginners and experts to get most out of Google Analytics

 

Traffic Source

 

With a powerful tool like Google Analytics, you can identify working channels that drive traffic to your property’s site. Google classifies website traffic sources as Direct (Users enter your company URL in the search engines), Paid (Advertisements), Referral (Site links from other pages), Social (Users from social media), Organic (Users make a query, find your site on the organic results, and clicks on your link) and Email Campaigns (Your email campaign efforts).

 

Getting more direct search indicates that your brand has high awareness among your desired audience.

 

With this data, you can understand the overall effectiveness of your hotel marketing, which channels drive higher traffic and which channels require more efforts and little tweaks.

 

Website Traffic

 

Google Analytics also lets you track your website traffic.

 

  • Location: Where most of your website traffic is from? Where your audiences are located. Do they belong to the domestic market or international market?  

 

GA segments your website traffic based on geography (Country, State, and City). Let’s say, your target market is the U.S, but you are getting more traffic from the Indian market. It showcases the underlying issue that needs to be addressed. Therefore, as a hotel marketer, you need to change your marketing approaches to get more traffic from your targeted locations.

 

  • Device: What kind of devices your potential guests are using?

 

Google Analytics helps you identify it. It segments your website traffic based on Mobile Searches Vs Desktop Searches. It is essential to analyze on which devices higher conversions are happening. If your guests are using mobile devices to view your site, then you need to check whether your site is optimized for mobile devices. Simultaneously, it is most important to check how responsive your booking engine is on mobile devices.

 

  • Sessions & Sessions Duration

 

Sessions- Are users active on your site?

 

Session Duration- The average time your guests spend on your site.

 

With GA, you can see whether your users’ interact with your site (Interest Rate) or abandon your site without taking any actions.

 

This data lets you know how useful and engaging your site is. If the bounce rate is higher, then you need to take actionable steps in making your website more engaging.

 

  • New Vs Returning Visitors

 

New Visitors: How many of them are visiting your site for the first time?

 

Returning Visitors: How frequent visitors are you getting?

 

Among them, where can you see a high steep of conversion? How many visits require one to convert?

 

Tracking these data can be easier for you with GA. This data lets you focus on highly converting audiences than the other one.

 

Page Views

 

  • Pageviews- How many times a particular page has been viewed

 

  • Time on Page- How long they stayed on a page?

 

Note: You can also set conversion assumptions based on the time spent on the pages.

 

  • Page drop-out- Number of viewers who left the site after viewing a particular page

 

Build Guest Demographic

 

Google Analytics helps you to analyze and understand your guests and conversion factors. It gives a detailed behavior of your guests- Where are your visitors from? What are the devices they are using to access your site? When are they active (Time & Date)? Are your website visitors are male or female? What is their age group?

 

With such data, you can build your guest demographic and make little changes in your marketing strategies to appeal to your desired audience.

 

Adwords/Hotel Ads Campaign Analytics

 

Whether you run Google Adwords or register your hotel on Google Hotel Ads, it is vital to analyze the performance and effectiveness of each campaign.

 

By adding code to the site, you can track each booking, conversions and the value is generated. 

 

Website Speed

 

In Google Analytics, you can also view the performance of page speed based on a variety of factors (Browsers and Country). Enhancement techniques will also be provided.

 

On-site Search Option

 

Websites that have search options can make effective use of this report. With this report, you can see what your guests are searching for and the exact terms they use when they land on your site. It helps you get a better understanding of your guests’ needs. Understanding their needs will help you channelize your efforts. With this data, you can create relevant email campaigns and specific landing pages.

 

Set up Ecommerce Tracking on your site

 

Enabling e-commerce tracking is essential and it requires you to work with your Booking Engine Provider to facilitate the process. Almost all online booking systems are compatible with the e-commerce tracking script. Once you install the script, it will become easy for you to track every reservation happening over the booking channels and revenue generated through it.

 

Otherwise, you’ll be only tracking the impressions and clicks made on each campaign. Therefore, setting up e-commerce tracking can benefit you to get in-depth data about your hotel campaigns, analyze which campaigns drive more traffic, and campaigns that drive conversions. With this insightful data, you can understand where your campaign efforts fall and making tweaks will help you achieve desired goals.

 

Conversion Tracking

 

The ultimate end of all your marketing efforts is to create brand awareness, interest, and convert visitors into guests.

 

Google Analytics provides you with the essential data (channels that build awareness, pages that create interest and conversions) that helps you analyze your overall marketing performance and effective touchpoints.

 

It lets you know

 

  • Major touchpoints that drive new visitors to your site.

 

For example, if social media is helping you build brand awareness, then optimize those channels for branding alone. Sharing sales messages on those platforms will not be effective.

 

  • How visitors turn to be your guest

 

GA helps you track your guests’ journey on your site. In their session, what are the pages they viewed? Pages that play a huge role in turning conversions.

 

  • Goal Setting

 

Google Analytics can provide the roadmap of your marketing efforts, from last year to present! With this holistic data, you can identify whether marketing efforts and results are getting better or not. It helps you set goals and align business strategies.

 

Real-time viewers

 

Google Analytics dashboard gives real-time visitors insights. You can see different traffic sources, their IPs, locations, pages that are currently viewed by your visitors. 

 

In addition, GA offers custom reports. It lets you instruct the tool to send reports on important metrics, thus helps you focus on data that matters to your business.