In today’s vacation rental industry, it is crucial to have a well-rounded internet marketing plan. With your vacation rental company’s marketing dollars going in so many different directions, knowing what works and what doesn’t is very important. One tool that has proven to be a great asset to those who are marketing the properties and services of their vacation rental company is Google Analytics. Google Analytics can seem extremely confusing upon first glance. However, information this tool can provide is priceless. Use the tips below to measure your vacation rental companies marketing return on investment with Google Analytics!
See What’s Working with Channels
Under the “acquisition” menu in Google Analytics is the “channels” option. When viewing the “channels” page in Google Analytics, the user will be able to see which of its vacation rental marketing efforts are most effective. Should your company be investing more in social media or email? The answers your vacation rental company is looking for may be right in front of you on the channels page. This page will allow your company to see where your web traffic is coming from and exactly how potential guests are finding you. Perhaps the most valuable tool on the acquisition page is the ability to compare different time periods. Have you changed your marketing efforts drastically at some point in time? If you set your time periods to match when a certain change occurred, your vacation rental company will easily be able to compare the success of your new internet marketing plan against its former tactics.
Accomplish More with Conversion Goals
Many vacation rental companies have certain web pages that they would prefer their potential guests to visit. Does your company have an idea about just how many visits it would take to make an individual web page successful? Thanks to “goals” in Google Analytics, vacation rental companies can track how many potential guests are reaching those critical landing pages or any other page you have deemed to be important. This tool can be found under the Conversions menu. The “goals” tool is a great way to see how well your web site and other marketing efforts are driving potential guests to take the desired action. When setting goals, make sure they reflect the efforts of your current campaigns to get the best understanding of your ROI. Learn how to set up, edit, and share goals here!
Analyze Page Effectiveness
Have you ever wondered what types of content you should create more of and what you could go without? If you visit the Behavior menu and select the “all pages” option under the “site content” tool, you can easily view which pages on your vacation rental company’s web site are the most popular. Analyzing which pages are the most effective in attracting potential guests will allow you to create the type of content that works and eliminate what doesn’t. You may find that potential guests are interested in learning about “things to do in the area.” If that is the case, be sure to create similar content on your website and blog!
Create Traceable Links with the URL Builder
Throughout your vacation rental company’s various internet marketing content, there is likely a variety of links that direct potential guests to landing and reservation pages. Going forward, it will be integral to the creation of effective content to know which links drive more page views than others. Google Analytics’ URL builder allows the user to add custom parameters to certain links, giving them a unique ID. Eliminate the uncertainty in your vacation rental company’s links with the URL Builder!
Analyze Your Marketing in Real Time
If you have made recent adjustments to your vacation rental company’s internet marketing campaign, be sure to see the effectiveness of those changes in real time with the “Overview” tool. The Overview tool is found under the Real Time menu. When using this tool, not only will you be able to see which pages potential guests are currently viewing, but you will also be able to see where they are from! Knowing exactly where your potential guests live will allow you to more wisely invest those precious marketing dollars. For example, this geographic information might encourage you to increase spending in one region and reduce spending in others. The overview tool will also let you know exactly how many potential guests are on your site at that point in time and what type of devices they are using.
Use these tips to allow Google Analytics to work for you! Effectively using Google Analytics will allow your vacation rental company to invest its money in a more effective way, increasing the value of your company’s marketing budget!