Part 2: Completing Google Analytics Setup for Properties Without Connectivity Partners
Here’s how properties without a connectivity partner should complete a Google Analytics setup.
Part one covered the basics of setting up Google Analytics to track your TripAdvisor subscription. Now, here’s how properties without a connectivity partner can complete their Google Analytics setup. (Working with a connectivity partner? Click here for instructions.)
1. Set campaign goals in Google Analytics
Properties not working with a connectivity partner often have a reservation form on their websites where guests can request rooms. You can track guests as they fill out this form with the campaign goals feature of Google Analytics.
To do this, first, click on the “Admin” tab of your Google Analytics account. Under the “View” column, click on “Goals.” Then, select the “New Goal” button and choose “Custom.”
On the goal setup form, first name the goal (example: "Reservation") and then select “Destination.” Typically, once the reservation form is submitted, the guest will land on a thank you or confirmation page. Enter the URL of that page in the "Destination URL" box under “Goal details.”
Next, you’ll need to assign a value to the goal. When selecting a value, multiply your average revenue per stay and conversion rate. For example, if your average revenue per stay is $1,000 and your average conversion rate is 10% (for every 10 leads, you convert 1 booking), then your goal value should be $100 ($1,000 x 10%). Turn the “Goal value” button on and then add your value to the box. Whenever someone submits a form, Google will assign a credit to the goal that’s equal to the value (in this example, $100).
Finally, click “Save” to create this goal.
2. Build customized URLs
Customized URLs help Google Analytics differentiate and track each specific Contact Detail and Special Offer link on your TripAdvisor property page. To configure customized URLs, navigate to the Google URL Builder.
You should configure a customized URL for each of the links you use on TripAdvisor. For example, here are the steps to take if you have a link to your website in your Contact Details:
- First, enter the website URL
- In the “Campaign source” area, type “TripAdvisor”
- For “Campaign medium” enter “Ad” because your subscription is a paid marketing promotion
- Under the “Campaign term” and “Campaign content” boxes, indicate the type of Contact Link you’re building. In this case, you’d enter “Website” in both, but you could also type “Deals”, “Packages”, or “Virtual Tours” if you were setting up those Contact Links
- Finally, under “Campaign name” enter “TripAdvisor”
- To get the customized link, click “Submit.” Then copy and paste the link into your browser to confirm it’s working.
Follow a similar process for any other links. For Special Offer links, follow the same steps as above. However, in the “Campaign term” field, type “Special Offer.” Then in the “Campaign content” box, indicate something that describes the offer, like “Free breakfast” or “20% off suites.” This will help you differentiate between Special Offers and see which one performs best.
Tip: Add each of the URLs you create to a spreadsheet. This will help you keep track of all the customized links.
Note: TripAdvisor is an HTTPS-secured site. To ensure you are properly tracking your TripAdvisor subscription in Google Analytics, you must either employ customized URLs as explained above or move your website to a secure server. For more information, please refer to this article.
3. Add customized URLs to your Business Listing
Next, you’ll need to add your customized URLs to your TripAdvisor property page. Log into the Management Center and then select “Manage your Business Listing.” Then, click "Contact Links Plus" and "Manage Links.” Finally, select the “Primary Contact Information” link. Business Advantage customers, select "Business Advantage" from the "Products" menu at the top of the Management Center. Then, in the "Contact Details" box, click "Click to update." For any URLs, paste your customized URL in the “Website address” section and hit “Save”.
To add your Special Offer URLs, log into the Management Center. Business Listings customers, from the "Products" menu at the top click "Post a Special Offer" and then, "Get Started." Business Advantage subscribers, click "Business Advantage" under the "Products" menu at the top. Then, in the "Special Offers" box click, "Click to Update." Next, select the “Create one now” button and choose your Special Offer category and subcategory.
Once you’ve customized your Special Offer, click “Next” and fill in the required fields. Be sure to check the “Online” box under “Let guests know how to redeem this offer” and then paste your customized URL in the “Offer URL” section, fill out the remaining fields, and hit “Save”.
Once you’ve added the customized URLs, you should begin seeing transactions log into Google Analytics. It’s a good idea to get 90-days of data to ensure proper tracking.
4. Analytics reports
You can use the “Source/Medium” report in Google Analytics to track traffic and revenue. To access that report, select “Acquisition” in the left menu, then click the “All Traffic” category. Finally, click the “Source/Medium” report.
You can also use this custom report to track your performance. To install it, click the link, select your property’s Google Analytics account, title the report and click “Create.” You can now find the report in the “Customized Report” tab of your Google Analytics account.
5. Monitoring Google Analytics
Use the report above to track your success each week. Start by looking at the number of sessions and new users as well as your goals and goal value for the current week and month. Once you have a year’s worth of data, compare these stats to the same time last year.
You should also regularly assess the performance of your Special Offers. If you're not driving as much traffic as you’d like, try changing your Special Offer first. You can use Google Analytics to see how offers perform and find the ones that drive the most traffic. To learn more about configuring Special Offers, click here.
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Last Updated: December 22, 2016