Hotel ads reporting metrics are now available in Google Ads. You can view key performance data at the account, campaign, and ad group level. (Note: You won't be able to see hotel group metrics in Report Editor, but you can see Hotel ID metrics. If you'd like to see hotel group metrics, click "Hotel groups" in the page menu).
The Report Editor also contains key hotel attributes which you can view in a customized report.
Report Editor metrics
The Google Ads Report Editor now supports hotel attributes. You can create custom reports using many of the featured metrics. The following table provides a list of available hotel attributes found in the Report Editor, along with the definition of each metric.
|Report Editor Metrics||Metric Definition|
|Advanced Booking||The number of days in advance the traveler wants to book the hotel. If the traveler books on August 15 for a stay that begins on August 25, the advanced booking number is 10. This is based on attributes when the search was made and not conversion-time attributes.|
|Check-in date||The specific date the traveler intends to begin their stay at the hotel. This is based on attributes when the search was made and not conversion-time attributes.|
|Check-in day of week||The day of the week (such as Wednesday or Friday) that the traveler intends to begin their stay at the hotel. This is based on attributes when the search was made and not conversion-time attributes.|
|Clicks||The number of times an ad was clicked by users.|
|Conversions||An action that you've defined as valuable to your business after a user interacts with your ad (such as online booking).|
|Cost||The cost of a single interaction with your ad (such as a click, a conversion, or a view). You define the type of interaction, and the cost, in your campaign settings.|
|Country / Territory||The country or region where the user is located.|
|Traveler-set dates||This identifies whether a traveler sets specific travel dates or uses the default dates set by Google.|
|Device||The type of device the traveler is using to search for hotels, such as mobile, desktop, or tablet.|
|Hotel Center account ID||A unique number representing a partner account in Hotel Center. (This was formerly known as partner ID.) Your account ID and partner name can be found in the Hotel Center Account Settings page.|
|Hotel eligible impressions||
The total number of opportunities for which your hotel ad was eligible to show (entered the auction) based on the targeting criteria over the specified time period.
|Hotel ID||The unique identifier of the hotel. This ID is assigned by the partner when creating the hotel list. This is based on attributes when the search was made and not conversion-time attributes.|
|Impressions||An impression is counted each time your ad is shown on a search results page or other site on the Google Network.|
|Length of stay||The number of nights the traveler has selected to stay for. This is based on attributes when the search was made and not conversion-time attributes.|
Describes how competitive your room rate was.
|Hotel rate rule ID||The identifier of any special price that was clicked on. Travel advertisers can apply conditional rates to specific users (such as loyalty members), specific devices (for example, a discount for mobile users), and specific countries.|
|Hotel rate type||The type of rate: Public, Private, or Conditional. See terminology in Hotel Center.|
|Hotel class||Ranging from 0-star (class not specified) to 5-star. This class, which is identified by Google, represents the hotel's level of service, not its user-review rating.|
|Hotel country||The country or broad geographic region of the hotel.|
|Hotel state||The state or region in a country where the hotel is located. This is only available after subdividing by country/region.|
|Hotel city||The city the hotel is located in. You can only subdivide by city after subdividing by country and state.|
|Avg. lead value||The average cost of the stay (including taxes and fees), based on impressions resulting in clicks. Only those impressions resulting in a click (from any advertiser in the auction) are included in the average.|
|Hotel price difference %||The percentage difference between your average daily price and the average cheapest daily price of your competitors. The hotel price difference may not be defined if the number of impressions with a competitor is zero.|
Key performance metrics
The following metrics can be found within your Google Ads performance data at the Account, Campaign, or Ad Group level. To see this data in your Google Ads reporting, you can modify columns to select these metrics.
|Column name||Metric Definition|
|All conv. value||The combined value for each conversion action.|
|Search abs. top IS (Impression Share)||The number of impressions where your ad was in the absolute top location (the very first ad in the hotel ads booking module), divided by the estimated number of impressions you were eligible to compete for the top location.|
|Search impr. share||The percentage of impressions that your ads received compared to the total number of impressions that your ads were eligible for.|
|Search top IS (Impression Share)||
The impressions you've received in the top position compared to the estimated number of impressions you were eligible to compete for in the top position.
|Search lost impression share (rank)||
Estimates how often your ad didn't show anywhere in the hotel ads booking module - including the unexpanded menu slot - due to poor ad rank.
|Search lost impression share (budget)||Estimates how often your ad didn't show in the hotel ads booking module because you ran out of budget.|
Describes how competitive your room rate was.
|Hotel price difference percentage||The percentage difference between your average daily price and the average cheapest daily price of your competitors. The hotel price difference may not be defined if the number of impressions with a competitor is zero.|
|Click Share||The clicks you've received on the Search Network divided by the estimated maximum number of clicks that you could have received.|