The keys to a healthy booking strategy As the busy season picks up, it’s important that you strongly look at your booking strategy. The combination of your digital marketing and website is crucial to understanding the keys to success in increasing your revenue. In the webinar recording is a topic on sing Google Analytics to improve your digital marketing and website. We’ll independent hoteliers use Google Analytics and Share the reports to run to evaluate performance Show you what certain data metrics mean Help you outline a strategy to optimize your booking process

1. Using Google Analytics to Improve Your
Digital Marketing and Website

2. Overview
• About me
• About rezStream
• Value of Google Analytics
• Important Metrics
• Reports
• GA4
• Recap
• Q&A
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3. About Me
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Search Engine Marketing Specialist
1.5 years with rezStream
Originally from the Midwest
Engaged
Enjoys golfing, hiking, and traveling with dog

4. About rezStream
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Small company of caring and passionate individuals
View ourselves as an extension of your team
100 years of combined industry experience
Suite of solutions focused on helping independently-owned
properties

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Value of Google
Analytics

6. What is Google Analytics?
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• What is on the other side of the screen
• Web analytics service
• Tracks and reports online performance
• Free

7. Impact of Google Analytics
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Track online
performance
Understand
your guests
Identify the
right channels
Improve your
SEO
Increase your
ROI

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Important Metrics

9. Evaluation Metrics
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• Users: A user is a unique or new visitor to the website.
• Bounce rate: The percentage of visitors who viewed only a single page.
• Sessions: The group of visitor interactions that happen in a 30-minute window of activity.
• Average session duration: How long on average each visitor stays on the site.
• Pageviews: Total number of pages viewed.
• Pages per session: The average number of page views per session.
• E-Commerce Conversion Rate: The ratio of transactions to sessions, expressed as a
percentage.
• Transactions: Online bookings.
• Revenue: The dollar amount of an online booking.

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12. www.rezStream.com
Reports

13. Types of Reports
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Audience Acquisition Behavior Conversions

14. Audience Reports
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What type of market should you target? Learn about
your visitor demographic, geography, and how your
content is received by your website users.
Reports: Demographics, Geo, Behavior, and Mobile

15. Audience
Demographics: Overview
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16. Audience
Geo: Language
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17. Audience
Geo: Location
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18. Audience
Behavior: New vs. Returning
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19. Audience
Mobile: Overview
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20. Acquisition Reports
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How are users getting to your site? Which marketing channels are performing the
best? Which channels should you put more focus on?
Report: All Traffic

21. Acquisition
Overview
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22. Acquisition
All Traffic: Channels
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23. Acquisition
All Traffic: Source/Medium
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24. Behavior Reports
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See trends of what website users are doing while
they’re on your website.
Report: Site Content

25. Behavior
Site Content: All Pages
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26. Behavior
Site Content: Landing Pages
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27. Behavior
Site Content: Exit Pages
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28. Conversion Reports
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Track the path users take to complete goals
(Bookings, Form Completions, etc.).
Reports: Goals and Multi-Channel Funnels

29. What are goals in Google Analytics?
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• Should be the priority when setting up your account
• Without goals, your conversions reports will be blank
• Help evaluate the effectiveness of online performance
• Be clear on your website’s purpose
• What is your website for?
• Why do you have your website?
• What do you want users to do on your site?
• Example goals:
• Desktop reservations
• Mobile reservations
• Inquiry form completions

30. Conversions
Goals: Funnel Visualization
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31. Conversions
Multi-Channel Funnels: Assisted Conversions
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32. GA4
The next generation of Google Analytics
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33. GA4
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• Upgrading from Universal to GA4 in July 2023.
• Advantages
• Machine learning and artificial intelligence (AI) tools
• Deeper integration with Google Ads
• Privacy-focused

34. Recap
1) Partner up with an agency who can set
up Google Analytics
2) Use Google Analytics reports to
evaluate and improve your website and
digital marketing.
3) rezStream can assist with the above
including setting up a Universal and
GA4 property, generating and
evaluating reports, plus creating a
strategy to improve online performance.
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35. Q&A
K N O W L E D G E I S P O W E R

36. Visit the rezStream
Education Center
for upcoming webinars, past blogs, and
resource guides.
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rezStream.com/Education
www.rezStream.com

37. Thank You
Cierra Pulse, SEM Specialist
Please forward all questions regarding this webinar to:
• Sales@rezStream.com
• (303) 872-0220
• www.rezStream.com
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