This guide can be used to set up Google Analytics tracking on a hotel level for chains. By tracking GA on a hotel level, Hotelchamp reports can also be automatically generated on a hotel level. Many chains already have this setup, however some do not.
Chains tend to collect all of their data in one global view that includes all their hotels.
This view looks something like the below diagram:
Each column of H's corresponds to a hotel.
The above setup does not allow us to easily see the data per hotel without using complex segmentation. It is therefore difficult to use for hotel-level reports and analysis.
To generate hotel-level reports, each hotel needs its own unique view. This view will capture all the activity happening on that specific hotel's web pages, and will exlclude all other activity made on other hotels' pages. This looks like below:
1. Go to the Google Analytics (GA) view for the chain
2. Click on the cog icon in the bottom left of GA to open settings
3. You will see three columns: Account, Property, and View. Next to View, click on "Create view"
4. Create the view and name it after the individual property. (The timezone should be set to the time zone used for the parent view for consistency in your reporting).
5. After creating the view, go to this new hotel view. (Important: make sure it is the new view and not the chain view).
6. Settings page > Filters > Add a filter
7. Under Filter type, click on "Custom"
8. Select "Request URI"
9. Tick the circle "include"
10. Here you need to provide the unique part of the URL(s) for the hotel.
For example, the url for Hotel de Veluwe is:
Therefore the unique part of each URL is:
This is entered as hotel-de-veluwe|58330 (see below).
The | is called a half-pipe, and means "OR". Essentially, if a visit is made to a url that contains "hotel-de-weluwe" OR "58330" then it is tracked in this GA account.
11. Checks: please be careful that there are no spaces and that a half pipe operator is used. Please also check that include is ticked and not exclude. If these are done wrong you will not get correct tracking.
12. Save the filter!
Please give it a few days, then check each view data to make sure it is coming in correctly.
Problem of Cross Counting
It is not possible to sum the sessions and bookings of each individual property together, this is because if someone visits two properties, they will be recorded as a unique visitor in both, and therefore counted trice. Consequently, if the data is added up across hotels within the chain, there will be double or even triple counting of the same session.
Higher Conversion Rates
The conversion rate in the hotel level GA views will be generally higher than normal. This is because many visitors will enter the website via the chain homepage, and then enter the booking engine for a particular property. On the hotel level GA view, only visitors entering in the booking engine will be picked up, while those landing on the chain home page will not be recorded. This will lower the real visitor count, while including the same amount of bookings, inflating the conversion rate.