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Google Analytics: Tracking the Money

At the recent Hospitality Marketing Summit Conference in Denver, I gave three presentations on Google Analytics. This is the third of those three, Google Analytics: Tracking the Money. The earlier Google Analytics presentations were Google Analytics: Follow the Money and Beginning Google Analytics. Google Analytics tracking using Ecommerce tracking can be a very effective way to evaluate paid listings. However, it is necessary to use a booking engine that supports Ecommerce tracking, and then set up Ecommerce tracking properly. You can achieve similar, though less precise, results using Goal tracking if your booking engine doesn't support Ecommerce. But why? Ecommerce has been around far too long, and it is far too important, for booking engines not to support it. You should be using a booking engine that supports it. Slide descriptions are below the embedded slideshow. Slide 1: Overview: We'll discuss what we want to know, and how we track it. Where to find this information, and how we can simplify getting the information we need. Slide 2: We may want to know who sends visitors to our site, but visitors are not bookers. We want to know who sends the visitors who book. And we want to be able to compare paid sources to see how they perform. Slide 3: Sources sending visitors to our website are tracked in the Acquisition menu section in the Google Analytics tracking world. Clicking on Acquisition -> All Traffic, or to get a report without search engine traffic, Acquisition -> All Referrals, will show a list of who sends visitors. In order to filter out and view only the paid listings, we can create a custom Segment (a grouping of referral sources we choose) so that we can compare them directly. If we want to know how much revenue we have received from…