Following our recent posts on Google Analytics, How to Evaluate Your Paid Listings in Five Minutes or Less, and How to Take Charge of Your Online Marketing Statistics, we presented two sessions on Google Analytics at the Professional Association of Innkeepers International (PAII) annual conference in Little Rock, Arkansas, in January, 2012.

The slide deck below is from the first session, Google Analytics – Beyond the Basics. Our other presentation, Measuring the Success of Your Online Marketing, was posted yesterday.

Below is the slide deck from the presentation. Below the deck is the link to the downloadable custom report (make sure you are logged in to your Google Analytics account, using the new GA, then click on the link and you should get the custom report in your list of Custom Reports. As mentioned at the presentation, the report assumes that your GA goal for Booking is Goal 1 (in Goalset 1) and your goal for Engagement is Goal 6 (the first goal in Goalset 2). You should modify the report to use your actual goals, if they are different.

If you only wanted the link to the custom report, called the Source Efficiency Analysis report, you will find it at