In today’s competitive hospitality industry, businesses invest significantly in various marketing strategies – running paid ad campaigns, implementing SEO, sending email marketing to guests…all in an effort to attract more bookings and drive revenue.
However, without proper conversion tracking, particularly cross-domain tracking, it’s nearly impossible to determine which marketing efforts are actually providing the best return on investment (ROI).
Do really know what marketing activity you are doing that is driving the best return?
“Working with Success Marketing on our Resly conversion tracking with GA4 was a game-changer for our business. We saw our ROI increase by 28% within the first quarter alone. Being able to pinpoint which marketing channels were driving bookings allowed us to reallocate our budget effectively, focusing on strategies that delivered tangible results.”
Sharron - Noosa
The Hidden Issue: Lack of Conversion Tracking
Many businesses spend a lot of money on marketing but fail to set up proper conversion tracking. This oversight means they can’t accurately measure the effectiveness of their campaigns or understand the customer journey from the initial touchpoint to the final booking. Without this crucial information, it’s difficult to optimise marketing strategies and ensure that every dollar spent is contributing to the bottom line.
Why GA4 Conversion Tracking with Resly is Essential
Google Analytics 4 (GA4) offers advanced conversion tracking capabilities that provide deep insights into how your marketing efforts are performing. And the best part, it is a FREE tool. All you need is a Google Profile.
If you are an accommodation provider and use Resly, your setup is a little unique.
Essentially, when you use Resly software for your bookings, you are using what is called cross-domain tracking. This is when your client jumps onto your website to look at all the amazing accommodation offers you have, then when they go to book, they are sent over to Resly’s booking form. This means, if you aren’t properly setup to track the full customer journey across both websites, you will not be getting the full picture.
It is critical that you track your customers from the source, through your website, and onto Resly for a booking, giving you a complete view of the customer journey.
Benefits of GA4 Conversion Tracking with Resly
Accurate ROI Measurement:
With GA4, you can identify which marketing channels are driving the most conversions. Whether it’s organic search, paid ads, or email marketing, you’ll know exactly where to invest your resources for the highest ROI.
Enhanced Customer Journey Insights:
GA4 provides detailed reports on user navigation, from the initial visit to booking. Understanding the funnel flow helps you identify key touchpoints and areas for improvement.
Detailed User Metrics:
Track specific metrics like the number of adults and children, room rates for various durations, property addresses, and booking values. This helps you understand customer preferences and behaviours.
Cross-Domain Tracking:
Track users seamlessly from your website to Resly. This holistic view ensures you don’t lose valuable data as customers move between domains, providing a complete picture of user behaviour and revenue generation.
Opportunity Identification:
By analysing detailed data, you can find opportunities to improve your website and booking processes, such as optimising checkout flow or enhancing user experience to reduce cart abandonment rates.
Advertising Spend Optimisation:
Understand which marketing channels deliver the best results. Compare the performance of Meta ads versus Google ads, and allocate your budget to the most effective channels.
Customised Reports for Actionable Insights
At Success Marketing, we help accommodation providers to setup cross-domain tracking, designn customised reports that can show you where your visitors are coming from, what are they doing once they go to your website, how many people add a booking to their cart, and how many purchases you get. We can specific details like total revenue of each booking, number of adults and children, the address or unit number of the holiday home, the rate plan and even what promotion they used! And the best part, from where they came from so you can compare which marketing activity is giving you the best return.
These reports provide actionable insights that help you optimise your marketing strategies and drive growth. Whether tracking marketing campaign performance or analysing booking trends, our reports deliver the data you need to make informed decisions.
Partner with your Leading Sunshine Coast Resly Marketing Specialist
Talk to us at Success Marketing about setting up and optimsing your GA4 account. We’ll ensure you collect essential information and set up customised reports that showcase the flow of your customer journey. With our expertise, you can unlock the full potential of GA4 conversion tracking and drive your business forward.
Investing in GA4 conversion tracking with Resly not only provides valuable insights into your customers’ behaviour but also helps you optimise your marketing spend and increase revenue.
Talk to us today Success Marketing be your partner in harnessing the full potential of Resly.