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Glossary overview

Google Analytics

Armin Gögele, last updated on July 10, 2023


Google Analytics is a free web analytics service developed by the American technology company Google LLC. The tracking tool provides statistics and important KPI (key performance indicators) for search engine optimization and numerous other marketing purposes. Google Analytics helps to analyze user behavior and provides information about session duration, bounce rate or clicks. This data can then be displayed in custom reports. The insights provided by the service can be used to optimize and measure the success of online marketing campaigns.

Benefits of Google Analytics in Hotel Marketing

  • Audience analysis:through demographic data such as age, gender, and location, hotels can better understand their target audience and develop tailored marketing strategies that cater to the needs and interests of potential guests.
  • Acquisition insights: Hotels have the ability to identify the sources through which guests most frequently access their website or landing pages.
  • Engagement rate: Indicators such as time spent on site, number of pages viewed, and bounce rate provide insights into how engaging and appealing the content is to visitors.
  • Conversion tracking: Hotels can use conversion tracking to monitor desired guest actions on their website, such as bookings, inquiries, or newsletter subscriptions.

Frequently asked questions about Google Analytics

What steps are necessary to get started with Google Analytics?

To get started with Google Analytics, a Google Analytics account needs to be created. The Google Analytics website should be visited, and a new account set up by signing in with the Google account. Subsequently, a tracking code will be received, which needs to be inserted into the website to track traffic. Once the code is activated, data collection will begin, and essential information about website visitors and their behavior can be obtained by accessing the dashboard.

What data can be tracked and analyzed with Google Analytics?

Data about website visitors, including the number of visitors, their origins, on-site behavior, conversions, demographics, and interests, can be collected with Google Analytics. This information helps to better understand visitor behavior and optimize marketing strategies.

How often should Google Analytics reports be reviewed?

The frequency of reviewing Google Analytics reports depends on the marketing goals and website activity. For hotels that conduct regular marketing campaigns, reports should be reviewed at least once a week to gain timely insights and respond promptly to developments.