What do I see in session attribution and what do the metrics stand for?

Under "Session-Attribution" all interactions on the website and landing pages carried out in the selected period are analyzed and assigned to their corresponding advertising campaigns and/or access sources. For inquiries and online bookings, the resulting reservations and revenue amounts are determined. If advertising accounts are linked, the corresponding expenses are calculated and assigned to the advertising campaigns.

 

+ Access ADDITIVE+ MARKETING INSIGHTS

+ Click on "Session-Attribution"

+ Set observation period

+ Click on "Settings"

+ Define the settings:

+ Groupings: Select whether campaigns should be grouped according to the medium.

+ Reservation Types: Specify whether "Future Options" and "Cancellations" should be included

+ Calculation Order: 

+ Source → Medium → Campaign

+ Medium → Source → Campaign

+ Session basis: Choose between cookies and cookieless

+ Click on "Manage columns"

+ Define the columns: One, several, or all can be selected.

 

The following key figures are provided:

+ Sessions: Number of unique website visits by users

+ Users: Unique website visits

+ Events: Recorded events

+ Sessions:Users: Average number of sessions per user

+ Conversions: Number of conversions generated

+ Sessions:Conversions: Ratio of sessions to conversions generated

+ Inquiries: Number of inquiry conversions

+ Bookings: Number of booking conversions via IBE

+ Voucher Purchases: number of voucher purchases

+ Leads: Number of lead conversions

+ Other: Number of online conversions that could not be attributed to one of the previous conversion types

+ Reservations: Number of reservations that have resulted from either inquiries or online bookings

+ Reservations from Inquiries: Number of reservations that were generated through a preceding inquiry.

+ New Reservations: Number of reservations made from guests that have not made a reservation before

+ Inquiries : Conversions: Conversion rate from inquiries to reservations, shown as both a percentage and a ratio.

+ Ad spend: Budget spent on online advertising

+ Ad revenue: Revenue generated through advertising

+ ROAS: Calculated R(eturn) O(f) A(dvertising) S(pend)

+ Reservation Revenue: Revenue that has resulted from either inquiries or online bookings via IBE

+ Inquiry Revenue: Reservations found in the Hotel PMS that have resulted from inquiries

+ Booking Revenue: Reservations found in the Hotel PMS that have resulted from online bookings via IBE

+ IBE Conversion Revenue: Revenue from online bookings via the IBE that were tracked as conversions.

+ Voucher Conversion Revenue: Revenue generated by voucher sales via IBE

+ Value Added: Every visitor, session, conversion, and booking is assigned a certain value. The sum of these values is reported as value added (reservation revenue not considered).

+ Total Value Added: Every visitor, session, conversion, and booking is assigned a certain value. The sum of these values combined with the reservation revenue is reported as total value added.