The following is part (my part) of a six-handed article, co-written in collaboration with Silvia Cantarella, Founder of Revenue Acrobats and Fabian Bartnick, Founder of Infinito, with the intention of giving readers a different perspective on what has always been
When it comes to booking tentatives, there is a very simple way to differentiate Business from Leisure audience: just look at the occupancy details.
Think about it:
- 1 Adult, no children => BUSINESS
- Everything else => LEISURE
Although it's not extremely specific and yes, a lonesome traveler, travelling the world for pleasure, would wrongly be identified as a business man, in general and considering big numbers, the truth is not that far away.
By tracking and filtering booking searches by occupancy, including both adults and children, we can assess what kind of audience is mostly making use of our booking engine.
First, we need to create a new Custom Dimension to which the booking engine should pass the information about Adults and Children for each booking session.
By default, the Ecommerce section of Google Analytics provides us with a metric called Average Order Value. This is pretty common and useful when it comes to typical ecommerce platforms, where the "order" (transaction) represents the sum value of many