It is also true that you will have more opportunities to build user loyalty in a live broadcast. You have their data, you have their cookies, you have them. And that is also very valuable. Don’t forget that.
In both scenarios, GA4’s native
Revenue and ROAS (Return on Ad Spend) metrics are going to be our starting point for managing our marketing investment.
The problem is that if you only stay
On the surface of GA4, you won’t fully see all the details you’re looking for. The key to analytics has always been modeling , and with GA4 and complex truemoney database scenarios like a hotel, this means cooking the data outside of Google Analytics.
Getting the costs that GA4 won’t be able to incorporate
Agency fees, meta and other platforms that don’t connect with GA — and then adding the cost of your digital infrastructure. We ne to centralize these costs in a custom database (we use Google BigQuery for this) that can generate KPIs as interesting as the real cost of the day of booking, the percentage of pressure on the direct channel, or the cost telephone scams differential with “convenient booking.” These are not metrics that can be reliably obtain in even a month, but once you have them, they will change your perception and control over the direct channel.
Differentiation of marketing channels
To optimize what works (and turn off what doesn’t).
The biggest problem you can have with the direct sales channel in a hotel is thinking of it as a whole. It is not.
It is clear that in terms of volume and dependency, it may happen that direct sales represent such a small percentage of your reservation mix that it is not worth breaking it down in the company’s macro reports.
If between tour operators
OTAs, b banks and so on, the direct channel snbd host only contributes 10% of occupi rooms, how are you going to want to separate it in your reports to management?