Measuring

Success Online

Tracking and Reporting

1. Risk without measurement is dangerous

• Internet is well suited to measurement and tracking

• Once installed tracking allows you to analyse if your website is delivering and

how to improve performance.

2. Website measurement options

Most common is Google Analytics - It is FREE.

Tracking and Reporting

Key Metrics to Measure

• Visits • Number of times your website was visited in a period of time.

• Page views • Number of times your website pages were viewed in a period of time.

• Unique visitors • Real number of unique visitors to your site in a period of time.

• Traffic sources • What websites your traffic is coming from to get to your site

• Conversions • Specific actions your users do on your website to convert to leads or sales

• Bounce rate • Percentage of visitors to your site who leave the page without doing

anything further.

Google Analytics

• To install

• Access to your websites files

• A Google account

• An email address

• Once inside

• Access dashboards – provides overview of key metrics

• Standard reports – real-time statistics; audience overview; traffic

sources; Content; Conversions

Google Analytics – Understanding the Reports

Reports can include:

• How many visitors to your site daily, weekly, monthly

• Where they traffic is coming from (Traffic types)

• Where they are coming from including country and region

• How long they are spending on the site

• Create your own reporting goals to measure your marketing efforts

Social Media Insights Tools

Insights Tools on Social Media Platforms

7

• To install

• Built into most common social media platforms

• First claim your domain by associating it with your social media Page

or Account

• Some channels set a minimum fan/follower limit to access Insights

• Once inside

• Measurements on your pages performance

• Find anonymous demographic data on your audience

• See how people are discovering and responding to posts

• Interpreting Reports

• Total Fans – how many people are interested in us

• Total Engaged Users – how many people have engaged with us

• Monthly Reach – how many people have seen my

posts/ads/comments

Insights Tools on Social Media Platforms

8

Monitoring your online

reputation

Online Reputation Management

Common websites that

allow reviews for travel:

• Tripadvisor

• Google +

• Truelocal

• Yelp

• Cruise Critic

• Facebook and other social media outlets allowing

experience sharing

Google Alerts

You can monitor what people are

saying about you on the internet.

Includes:

• Press coverage

• Reviews

• Your own site

• Trip Advisor

Online Reputation Management

Monitoring what is being said

Management Centre on TripAdvisor

12

• To install

• No installation required.

• TripAdvisor Management Centre

available when you Register your

business and claim the listing

• Once Inside

• Manage Your Reviews – Know what

customers are saying and post replies

• Access free marketing tools

• Manage your TripAdvisor Page

• New Property Dashboard

• New Express Review

Measuring Value in

Online Distribution

Online distribution

Where are your bookings coming from?

• Where are your bookings

coming from?

• Your website; VIC; Wotif; Phone;

Travel Agents

• How much is each sale

costing you?

• Commission; listing fees;

membership fees

• What is the average

commission you are paying?

• Generally 10-30% retail agents;

20% wholesalers; 30% inbound tour

operators

• The Internet has completely

changed the landscape of our

booking systems – for the

better.

Online distribution - Calculating your cost of sale

1. Origin of the Booking

• Where your guest made the booking

• Postcode and country of the guest

• Dollar value of the booking

• Commission you paid for the booking

2. Distribution Channels

• List all distribution channels and note the commission %age for each

3. Make sense of the numbers

• Create a table with rows for each channel

• Columns per channel will include No of bookings; Income (Sales less

commission); Fixed costs (fees etc); Variable costs (commissions); Total

costs (Fixed + variable costs); Cost to market per booking (Cost to

market/number of bookings)

4. Analyse the numbers

• How much does each distributor generate for you each month

• Average cost to market per booking for each distributor

• The Internet has completely changed the landscape of our

booking systems – for the better.

Exercises & Resources

Exercises

• Write down 5 measurable goals and metrics that you could

measure, that would help you make better business and

marketing decisions about your website.

• Complete the table to understand the value of your

distributor channels

No. of

Bookings

Income

(Sales -

Commn)

Fixed Costs Variable

Costs

Total Costs

(F + V)

Cost to

market per

booking

(Total cost /

No of Bkgs)

RESOURCES

USEFUL LINKS

• www.google.com/alerts

To create a Google Alert to listen to online commentary about your

business

• http://www.google.com.au/intl/en/analytics

To access Google Analytics to track and measure your website

performance

• http://atdw.com.au/

For information on the Australian Tourism Data Warehouse and

current distributors

• http://getconnectedregister.dnsw.com.au/GetConnected.asp

Get Connected/ATDW registration page

• http://www.atdw.com.au/tourismekit.aspx

Tourism e-Kit – free digital educational tutorials for the tourism

industry in Australia

Tourism E-Kit tutorials

• Reporting & Tracking – Tutorial 36

• Google Analytics – Tutorial 37

• TripAdvisor for tourism – Tutorial 46

• ATDW Tutorial - Tutorial 31

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