Growing your direct bookings with Metasearch
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      How Google Metasearch works: metrics, reporting and KPIs

      Guide to the most common metrics and KPIs used in Google Hotel Ads to evaluate your campaign performances

      Hotel campaigns on Google Metasearch let you bid for hotel ads that appear when a traveler searches for a hotel on Google Search or Google Maps.

      These ads appear in a hotel booking module that can show photos of the hotel, amenities, prices (read here how to edit and optimise your hotel information displayed in the hotel booking module on Google), and a link to book the hotel.

      Whatever is the campaign model that you have opted for (Pay-per-Click or Pay-per-Stay campaign), there are a number of metrics that you need to look at in order to 

      • Evaluate your campaign performance
      • Identify areas of down-performances 
      • Seize opportunities for further growth

      Visibility KPIs

      From a visibility perspective, below is what you should be mostly aware of with regards to your campaign performance: 

      • Opportunities: the total number of opportunities that were available. Opportunities are instances when a hotel ad could have been displayed to a user; 
      • Participation  %: the percentage rate of participation where the number of successfully participated opportunities is divided by the total number of opportunities; 
      • Eligible Impressions: the number of times your ad was eligible to show; 
      • Impression Share %: how often your ad has been seen by a user, compared to how often your ad was eligible to be shown; 
      • Impressions: number of times users have viewed your hotel ad; 
      • Missed Impressions: number of times you ad was not shown despite it was eligible to be shown;