Roomflow
Free assessment

Analytics and attribution for hotels

Know where every booking comes from instead of guessing: from the ad to the engine, every marketing dollar with its result.

Free assessment

The problem with half-measured data

Google Analytics counts visits, the booking engine counts bookings, and nobody can connect the two. When the guest jumps from your site to the engine, the trail breaks and the booking shows up as “direct” or “unknown”, even if a campaign you paid for brought it.

On top of that, browsers and blockers wipe more cookies every year. Part of your conversions never reaches Meta or Google, and their algorithms optimize on incomplete information: you pay for clicks without knowing which ones turned into a room sold.

Without attribution, every marketing decision is a bet. With it, you know which campaign, which search and which ad brought each booking, and you can move the budget toward what actually fills rooms.

Four pieces so every booking counts.

  1. Booking events. You see what each visitor views and books on your site, step by step.

    We define the events that matter for a hotel (date search, room view, booking start and completion) and put them in a clean data layer.

  2. Server-side tracking. Campaigns keep measuring even when the browser blocks cookies: every booking counts.

    Conversions travel to Google and Meta from your own server, not only from the browser. Blockers stop erasing bookings from the map.

  3. Cross-domain attribution. A booking that finishes on the booking engine is credited to the campaign that brought it.

    Your website and booking engine usually live on different domains. We stitch the visit across both and tidy up UTMs so the source isn’t lost in the jump.

  4. Daily dashboard. One dashboard with occupancy, channels and campaigns on the same screen, every morning.

    A Looker Studio dashboard you read at a glance, answering one question: what is bringing bookings today, and what isn’t.

How we do it: from the audit to your morning dashboard.

  1. Audit. We check what your website measures today and what gets lost along the way.

    We follow a test booking from the ad to the booking engine and compare what Google Analytics records with what your PMS records. The gap between the two is the size of the problem.

  2. Setup. We connect your website, booking engine, Google and Meta.

    We define which guest steps count, clean up the tags on every campaign and link your domain with the booking engine’s. We work with the engine and PMS you already use.

  3. Reconciling with the PMS. We match the bookings we measure against the ones your hotel gets paid for.

    If analytics and the PMS don’t agree, something is getting lost. We aim to keep the gap under 3% before using those numbers to make decisions.

  4. Daily dashboard. Every morning, one screen that shows what’s bringing in bookings.

    It puts occupancy, channels and campaigns in one place. We use it to set price and ad spend, and you can check it whenever you like.

    Done with

Within the methodology

Data is the first step in our methodology. Without clean measurement, every decision that follows is made blind.

What we measure here works for the other three pillars. Revenue Management knows which channel leaves the most margin per booking and sets the price with that figure. Hotel marketing moves the budget toward the campaigns that bring in paid bookings. Technology sees at which step of the website guests drop off and fixes it.

You can start with data alone. Its value shows when someone uses it every day to decide price and ad spend, which is why we recommend adding all four pillars, with a team of three specialists working from the same numbers. Building that in-house would take at least two hires, one for pricing and channels and another for marketing, and it would cost more.

Free assessmentSee the methodology

Frequently asked questions

What does business intelligence mean for a hotel?

Bringing together on one screen what is now scattered across your PMS, booking engine, Google and Meta, so you decide with numbers. In practice, every morning you see occupancy, which channel each booking came from and which campaign brought it.

Which numbers should my hotel check every week?

Four: occupancy, average rate per night sold (ADR), revenue per available room (RevPAR) and what each booking costs you by channel. With those four you know whether you are selling well and where your margin leaks.

Does it work with my PMS and booking engine?

Yes, we work with the ones you already use. First we follow a test booking from the ad to the booking engine and compare it with what your PMS records, so we know what is measured well and what gets lost along the way.

What is server-side tracking?

Sending bookings to Google and Meta from your own server as well as from the browser. Browsers and ad blockers delete more and more cookies, and without that route part of your bookings never reaches your campaigns, which then optimize on incomplete data.

How it starts

The assessment is free: you answer a few questions about your hotel and see right away where your data stands, along with the other three pillars. Then, if you like, we walk you through it in 15 minutes.

The four pillars