Acquisition Channel
The source through which users find your website - such as organic search, paid search, social media, or referrals.
Web analytics, tracking, and data-driven marketing insights.
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Strategy & PlanningThe source through which users find your website - such as organic search, paid search, social media, or referrals.
Cost Per Acquisition - the average amount spent to generate one booking, enquiry or conversion.
Website visits where user data or referrer information is not available due to privacy settings or tracking restrictions.
A rule that determines how credit for conversions is assigned to different marketing touchpoints (e.g., first click, last click, data-driven).
A metric indicating where a page typically ranks in search results for a given query. Replaced by average ranking in GA4.
A report in analytics tools showing how users navigate between pages and where they drop off.
A single-page session with no interaction. High bounce rates can signal poor UX, irrelevant content, or slow loading times.
The percentage of visitors who leave your site after viewing only one page. High bounce rates may indicate poor user experience.
An increase in brand awareness or preference after a marketing campaign, measured through surveys or search volume.
A visual report showing where users click most frequently on a web page.
The percentage of people who click your link after seeing it in search results. Higher CTR indicates compelling titles and descriptions.
The time between a user's first interaction and when they finally convert, often measured in days.
The percentage of visitors who complete a desired action, such as booking a room or signing up for offers.
The process of measuring specific actions users take after interacting with your site or ads, often via GA4 or Tag Manager.
The ability to identify users who interact across multiple devices - e.g., mobile search, then desktop booking.
A structured JavaScript object used to pass information to Google Tag Manager and analytics platforms.
An attribution model that uses machine learning to assign conversion credit across multiple touchpoints.
A GA4 metric measuring user interactions (clicks, scrolls, conversions) during a session.
A GA4 metric describing sessions that last longer than 10 seconds, have a conversion, or involve multiple page views.
Recording user interactions such as form submissions, video plays, or link clicks for performance analysis.
The percentage of users leaving your site from a specific page. High exit rates on key pages may indicate friction.
The latest version of Google Analytics, based on event-driven tracking across web and app platforms.
A measurable value that indicates how effectively marketing goals are being achieved.
A free tool from Google that turns data into informative, easy to read, easy to share, and fully customizable dashboards and reports.
The frequency and prominence of a website's appearance in unpaid search results.
Monitoring how specific keywords rank in search results over time.
Visitors arriving from links on other websites rather than search engines or direct entries.
A measure of how far users scroll down a page, used to assess engagement with long-form content.
Fluctuations in search demand or booking volume based on time of year or local events.
The total amount of time a user spends on a website during one visit.
Reviewing all tracking scripts and tags on a website to ensure accuracy and compliance.
Google's platform for deploying tracking codes and marketing tags without modifying site code directly.
The average amount of time visitors spend viewing a specific page before navigating elsewhere.
A small code snippet that records when a user visits a page or completes an action, used for retargeting and measurement.
Tracking tags added to URLs to identify the source, medium, and campaign in analytics data.
A composite score showing how visible a website is across its tracked keywords in search results.
Information intentionally shared by users, such as preferences or travel dates, often collected via forms or surveys.
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