Reports
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      3. Reports

      What key metrics are there and what do they stand for?

      Reports

      Plan: ADDITIVE+ LEAD CLOUD.

      The report section item gives you an overview of key metrics such as interactions, conversions, reservation revenue, and the resulting value added from the marketing activities carried out in the selected period.

       

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on "Reports"

      + Set time period

      + General performance metrics:

      + Total Value Added: Sum of Reservation Revenue and Value Added and percentage change to the previous year

      +  Reservation Revenue: Reservation Revenue generated by the online marketing campaign and percentage change to the previous year

      + Value Added: Value Added generated by the online marketing campaign and percentage change to the previous year

      INFO: For clarity and direct measurability of key figures such as inquiries, newsletter subscriptions, sessions, etc., an equivalent value in euros is assigned to these key figures to quantify the value added that is generated in addition to the reservation revenues.

      + Reservations: Number of reservations generated by the online marketing campaign and percentage change to the previous year

      INFO: Reservations are determined by comparing the recorded online conversions with the reservation data of the connected PMS and classifying the person making the reservation as 'Res. from new guests', 'Res. from reactivated guests', or 'Res. from returning guests' based on previous reservations.

      + Leads: Number of new contacts (people who completed the double opt-in)

      + Referral Leads: Leads generated via referral campaign and percentage change to the previous year

      + On-page leads: Leads generated via on-page campaign and percentage change to the previous year

      + Paid leads: Leads generated via Facebook Lead Ads and percentage change to the previous year

      + Online Conversions:

      + Online Conversions: Number of conversions generated via website and landing page and percentage change to the previous year

      + Inquiries: Number of inquiries and percentage change to the previous year

      + Newsletter Subscriptions: Number of newsletter subscriptions and percentage change to the previous year

      + Voucher Purchases: number of voucher purchases and percentage change to the previous year

      + Online Direct Bookings: Number of direct bookings and percentage change to the previous year

      + Leads/Incentives: Total number of leads generated (including people who did not complete the double opt-in) and percentage change to the previous year

      + Others

      + Value added: Here is a breakdown of the equivalent value in euros  assigned to the key figures 

       

      Email Automation

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on  "Reports" 

      + Click on "Email Automation"

      + Set time period

      + General performance metrics:

      + Sent Emails: Number of emails sent and percentage change to the previous year

      + Unique Openings: Number (percentage) of unique openings and percentage change to the previous year

      INFO: In the case of unique openings, only one opening of the same recipient is counted. Multiple openings of the same recipient are not taken into account.

      + Unique Clicks: Number (percentage) of unique clicks and percentage change to the previous year

      INFO: In the case of unique clicks, only one click from the same recipient is counted. Repeated clicks on links by the same recipient are not taken into account.

      + Revenue per Contact: Revenue per contact and percentage change to the previous year

      + Value Added per Contact: Value Added per Contact and percentage change to the previous year

      + Vouchers created: Number of created vouchers and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Number of sent emails

      + Number of unique openings

      + Number of unique clicks

      + Number of reservations generated from the campaign

      + Number of online conversions generated from the campaign

       

      Ads

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on  "Reports" 

      + Click on "Ads"

      + Set time period

      + General performance metrics:

      + Impressions: Number of impressions and percentage change to the previous year

      INFO: An impression is a key figure that shows how often a user has had visual contact with the ad. This means that every time the ad appears on the user's screen, an impression is counted.

      + Adspent: Adspent and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + General performance metrics (Facebook Lead Campaign):

      + Ongoing Campaigns: Number of ongoing campaigns and percentage change to the previous year

      + Impressions: Number of impressions and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + Price per Lead: Price per lead and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Adspent

      + Ads

      + Impressions

      + Clicks

      + Leads

      + General performance metrics (Facebook Catalogue Campaign):

      + Ongoing Campaigns: Number of ongoing campaigns and percentage change to the previous year

      + Impressions: Number of impressions and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + Price per Conversion: Price per conversion and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Adspent

      + Ads

      + Impressions

      + Clicks

      + Conversion

      + General performance metrics (Facebook Content Campaign):

      + Ongoing Campaigns: Number of ongoing campaigns and percentage change to the previous year

      + Impressions: Number of impressions and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + Price per Conversion: Price per conversion and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Adspent

      + Ads

      + Impressions

      + Clicks

      + Conversion

      + General performance metrics (TikTok Lead Campaign):

      + Ongoing Campaigns: Number of ongoing campaigns and percentage change to the previous year

      + Impressions: Number of impressions and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + Price per Lead: Price per lead and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Adspent

      + Ads

      + Impressions

      + Clicks

      + Leads

       

      On-Page

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on  "Reports" 

      + Click on "On-Page"

      + Set time period

      + General performance metrics:

      + Impressions: Number of impressions and percentage change to the previous year

      + Online Conversions: Number of online conversions and percentage change to the previous year

      + Leads: Number of leads and percentage change to the previous year

      + Impressions : Conversions: (Percentage) ratio of impressions to conversions and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Campaign type

      + Impressions

      + Conversions

      + Leads

      + Vouchers created 

      + Conversions: These charts show "where" the conversions are happening.

       

      Plan: ADDITIVE+ MARKETING CLOUD, ADDITIVE+ MARKETING SUITE

      In addition to the metrics mentioned above, the Marketing Cloud and Marketing Suite plan provides you with an overview of the following metrics:

       

      Guest Lifecycle Emails 

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on  "Reports" 

      + Click on "Guest Lifecycle Emails"

      + Set time period

      + General performance metrics:

      + Sent Emails: Number of emails sent and percentage change to the previous year

      + Unique Openings: Number (percentage) of unique openings and percentage change to the previous year

      + Unique Clicks: Number (percentage) of unique clicks and percentage change to the previous year

      + Effective to potential contacts ratio: (Percentage) ratio of actual to potential contacts and percentage change compared to the previous year

      + Revenue per Contact: Revenue per contact and percentage change to the previous year

      + Value Added per Contact: Value Added per Contact and percentage change to the previous year

      + Vouchers created: Number of created vouchers and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Sent Emails

      + Unique Openings

      + Unique Clicks

      + Reservations

      + Online Conversions

      + Vouchers created

       

      Social Media

      + Access ADDITIVE+ MARKETING AUTOMATION

      + Click on  "Reports" 

      + Click on "Social Media"

      + Set time period

      + General performance metrics:

      + Published Posts: Number of published posts and percentage change to the previous year

      + Impressions: Number of impressions and percentage change to the previous year

      + Clicks: Number of clicks and percentage change to the previous year

      + Key performance indicators for each campaign:

      + Published Posts

      + Impressions

      + Clicks

      + Reservations 

      + Online Conversions