Ever wondered how you could get more direct bookings in the competitive world of self-catering? That is where Google Analytics can help form a crucial part of your marketing toolkit for attracting new guests.
What is Google Analytics?
Google Analytics is a free, commonly used service that tracks and reports website data, enabling you to create reports, scrutinise traffic, track bookings and much more. Google recently sunset Google Analytics (UA) which was replaced with Google Analytics 4 (GA4).
The new GA4 platform is now event-based as opposed to session-based, and takes a privacy-first approach to user data, enabling functions such as cookieless measurement and smart data modelling.
For self-caterers eager to boost direct bookings, Google Analytics isn’t just a tool — it’s an essential partner…
How can GA4 inform marketing efforts?
Google Analytics can be used to reveal vital data which can help you to plan ahead and maximise the effectiveness of your marketing campaigns – such as revealing peak times, common user flows, and tracking the origin of traffic to boost other channel performance.
So whether you need to improve user experience in certain areas, adjust specific property listings or boost the performance of email or social media, GA4 can help to inform your marketing decisions.
How does GA4 relate to direct bookings?
GA4 can offer insights into your audience to help you better understand their behaviour and identify ways to attract more direct bookings. Google Analytics can help you get a better understanding of your user demographics to aid in targeting your ideal audience, whilst evaluating the effectiveness of your existing efforts.
It can also help to identify user paths and journeys within your website to find out which listings are working well, and any areas for improvement, whilst discovering which actions people are taking to book and discover information.
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