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Service · Measurement

How do we set up measurement, and which number do we read from where?

It is hard to say what is working without knowing how many people visited your site in a month, how many moved on to the booking page, and which searches on Google showed your hotel. We set up measurement with Google Analytics 4 and Search Console; the booking engine records which link the visit came from. We write each number to the monthly report with its source. Visit measurement depends on the visitor's cookie consent.

The path from measurement sources to the monthly report, and from there to next month's tasksSOURCESGoogle Analytics 4: visitsSearch Console: searchBooking recordAdvertising accountREPORTMonthly report, each number withits sourceDECISIONThree tasks for next monthThe path from measurement sources to the monthly report, and from there to next month's tasksSOURCESGoogle Analytics 4:visitsSearch Console:searchBooking recordAdvertising accountREPORTMonthly report, each number with its sourceDECISIONThree tasks for next month
  • What we do

    We set up Google Analytics 4 and Search Console and write which events are counted together with you. We add campaign tags to advertising and social media links.

  • What changes at the hotel

    You see where the visit, the move to the booking page, and the booking came from in the same report. We do not fill an item we cannot measure with an estimate.

  • Possible benefit

    It may become visible which channel and which link brought the booking; the budget and the effort can be guided accordingly.

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What do we read from which source?

  • Google Analytics 4

    Counts visits to the site and click-throughs to the booking page.

  • Search Console

    Shows in which searches your site appears and how often it is clicked.

  • Booking record

    We read from the booking record which booking came from your own page.

  • Campaign tag

    The booking engine records the campaign tag of an incoming visit; the source of a booking that comes from a tagged link becomes visible.

  • Google Business Profile

    We read profile impressions from the profile's own record.

  • Advertising account

    We read advertising spend and result from the record of the advertising platform.

How do we set up measurement?

We set it up in six steps; the last two steps repeat every month.

  1. 1

    Accounts

    We open Google Analytics 4 and Search Console accounts and connect them to your site.

  2. 2

    Event definition

    We write which events are counted, for example the click-through to the booking page, together with you.

  3. 3

    Cookie consent

    We make visit measurement depend on cookie consent; we do not count a visitor who does not give consent.

  4. 4

    Campaign tag

    We add campaign tags to advertising, social media, and email links.

  5. 5

    Verification

    After setup we check with our own run that the events are really being recorded.

  6. 6

    Monthly report

    We write the numbers to the report in the same order every month, with their source.

Cookie consent and the visits that are not counted

Visit measurement depends on the visitor's cookie consent; a visitor who does not give consent is not counted. For this reason the measured visit count is not the full number of real visits to the site; it is its lower bound.

Some visits from AI assistants carry no referrer information and look like direct visits. Search Console does not show the clicks coming from Google's AI features separately; it counts them together with web search.

Example layout of measurement lines: previous month and this month, with 'not measured' on the line that cannot be countedHotel name · Month · MeasurementWe write the source next to each lineSite visits1,8002,100Click-through to bookingpage240290Clicks in search600680Visits without consentNOT MEASURED
This is an illustrative example; the numbers are not data from any hotel.

What is the boundary?

Measurement shows what happened; it does not always show why. When visits rise in a month, we interpret this together with the sources in the report; we do not draw a conclusion from a single number.

We do not write a number to the report whose source we cannot show. We do not leave an item we cannot measure blank, and we do not fill it with an estimate; we write "not measured".

Sources

Frequently asked questions

Which tools do we use to set up measurement?
We set up measurement with Google Analytics 4 and Search Console. The booking engine also records the campaign tag of an incoming visit.
Does the measured visit count reflect reality?
Visit measurement depends on the visitor's cookie consent; a visitor who does not give consent is not counted. For this reason the measured number is not the full number of real visits to the site.
Can I see visits from AI assistants?
Partly. Some visits from AI assistants carry no referrer information and look like direct visits; Search Console counts clicks from Google's AI features together with web search.
How do we show an item that cannot be measured?
We write an item that cannot be measured as 'not measured' in the report; we do not write an estimate, and we do not leave the line blank.

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