ThinkMarketing Tier 1 is our self-service Marketing Plan. One of the features of this plan is what we call the Discovery Report. This report includes information from Google Analytics, search info, page speeds, reviews, social media, TripAdvisor, Google Ads, Bing Ads, and more.
The Discovery Report is broken into sections:
We'll cover each section below, outlining what the chart shows and providing some tips on how to read it.
At a Glance - User Acquisition
Chart Shows:
Total Sessions (visits to the website)
Transactions (completed bookings)
Total Revenue generated
How to Read It:
This high-level view gives you a snapshot of traffic and sales performance. Use it to quickly evaluate how your site is performing month-over-month. A high number of sessions with low transactions may indicate conversion issues.
Revenue Attribution – Source/Medium Breakdown
Chart Shows:
Where your revenue is coming from (e.g., Referral, Direct, Google, Paid Ads)
How many transactions are attributed to each source
Conversion rates by source
How to Read It:
This helps you understand which marketing channels are delivering the most value. For example, if "yourinn.com / referral" has the most revenue, it means your booking engine or third-party links are driving strong sales.
Booking Location by City
Chart Shows:
Cities where guests are booking from
Revenue and transaction volume by location
How to Read It:
Use this to identify your top geographic markets. If a city shows high session rates but low transaction volumes, you may want to target it more strategically with localized offers or ads.
Search Info – Keywords and Devices
Chart Shows:
Top keywords people search before visiting your site
Device breakdown (desktop, mobile, tablet)
Click-through rate (CTR), average search position
How to Read It:
Valuable for SEO and content strategy. Keywords with high impressions but low CTR might need better metadata or more relevant landing pages.
Page Speeds & Engagement
Chart Shows:
Website performance scores (desktop/mobile)
Page-specific engagement (views, sessions, bounce rate)
How to Read It:
Lower performance scores (e.g., SEO = 44) indicate the need for improvements to achieve faster loading and better rankings. Track which pages drive the most engagement to optimize user experience.
Google Reviews & Social Media Performance
Chart Shows:
Google review count and average rating
Social engagement across Facebook, Instagram, Pinterest, and YouTube
Follower growth, post count, and impressions
How to Read It:
Assess your online reputation and the level of activity on your social channels. High Instagram or Pinterest impressions suggest a strong visual appeal.
TripAdvisor Performance
Chart Shows:
Sessions, events, and revenue from TripAdvisor referrals and ads (if available)
How to Read It:
If active, TripAdvisor data would show how effective your TripAdvisor presence is in generating bookings.
Google Ads Campaign Performance
Chart Shows:
Total spend, conversions, average CPC (cost per click)
Performance by campaign (e.g., brand vs. non-brand terms)
How to Read It:
Compare spend vs. revenue/conversions to evaluate ad efficiency. A low conversion rate or a high CPC might suggest a need for campaign adjustments.
Bing Ads (Microsoft Advertising)
Chart Shows:
Daily spend, average CPC, and conversions for the month
How to Read It:
Similar to Google Ads, but specific to Bing. You can use it to identify whether this platform is cost-effective and worth continued investment.
Pro Tips for Reading the Report:
Look for trends month over month (are key metrics increasing or decreasing?)
Compare performance across channels to guide your ad and SEO strategy.
Watch for missing data flags (⚠️), which may indicate platform limitations or areas needing attention.
Questions?
Attend next month's Q&A webinar! At the end of each month, we host a “Q&A,” where our experts answer any questions you may have about the Discovery Report. Be sure to check your inbox every Monday for the weekly ThinkAcademy email, which includes the registration link for the webinar. If you haven’t received the email, please contact Annie Buck (annie.buck@thinkreservations.com) to be added to the distribution list.
ThinkAcademy
Watch past webinars and courses to help you with your marketing journey. If you're on Tier 1 ThinkMarketing (DIY), this will be an invaluable resource to keep you up to date on the latest Google developments, best practices, and the ins and outs of marketing a lodging property.
Need more help? Ready to Upgrade?
ThinkMarketing offers one-on-one help with a dedicated Marketing Expert with Tier 2 and Tier 3 plans!
Dedicated marketing expert working to give your business personalized strategic services.
Monthly Call with your expert to help you implement, learn, and improve your business with data-driven marketing expertise.
Performance Report = Discovery Report on steroids. The Performance Report includes more data, interactive revenue tracking, and performance tracking.
One-on-one help with your expert to go through your data, analyze it, and help you understand the data in this more powerful report.
If you move to Tier 3, the Performance report also includes Google and other paid campaign reporting and monitoring.
Tier 3 also includes Google Ads Management