As hospitality-focused search marketers, we have an overarching goal to drive customers to a hotelier’s website and to ultimately drive a conversion. We focus most of our attention and strategy on driving qualified customers to a property’s website and execute those strategies in many different ways.
- We use display campaigns to build awareness.
- We use non-brand keywords to nurture interested customers.
- We deploy brand keywords to capture customers who are ready to book.
- We conduct numerous tests to optimize ad copy, keywords and targeting to see which combination can bring in the most incremental gain in revenue.
But is there an opportunity to dive deeper, target more strategically, and uncover even more data? Click Data, or Clickstream Analysis, could be the answer.
What is Click Data?
Click Data is the aggregation of a users tracked behavior across a website in Google Analytics. Rather than multiple metrics across one row, Click Data displays one row per each click containing information like User ID, Timestamp, Source, Conversion, Revenue, and Previous URL. The User ID enables the analysis of groups of sessions, across devices, using a unique, persistent, and non-personally identifiable ID string representing a user.
Why Is Click Data Important?
We spend a lot of time and effort bringing qualified people to the website, but once they get there, we hope that ultimately they will convert. Why don’t we spend the same time and energy understanding how that specific, qualified customer interacts with our site? Why don’t we analyze the exact page paths from a singular user that lead to conversions?
One reason may be simply that there is no easy way to analyze this data. Sure, Google Analytics has the Behavior Flow report, but that mapping has very few actionable insights to draw from.
