Google Analytics Basics
Google Analytics 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 the hotel’s perspective.
Imagine a country hotel, Gregory Manor in the Cotswolds, that is looking for ways to increase wedding bookings. The hotel marketing manager should follow these five steps.
1. Set Website Objectives
Objectives are the bigger things you want to achieve. Gregory Manor has a few bigger level, or “macro” objectives, such as to increase room booking, wedding enquiries and spa treatment revenue. Each macro objective can also be broken down into micro objectives. So if one of Gregory Manor’s major objectives is to increase wedding enquiries, we might come up with a number of micro objectives such as:
- Increase engagement with website wedding content
- Increase downloads of the wedding brochure
- Increase views of the wedding gallery
- Increase wedding enquiry forms submitted