The Opportunity report helps you understand possible opportunities that you might be missing based on your auction participation and/or bids. This report includes the following metrics:
- Hotel impressions: For a specific hotel, the total number of impressions available (i.e. the maximum number of impressions a partner could win, assuming full participation).
- Hotel clicks: For a specific hotel, the total number of clicks across all partners in all auctions.
- Partner click share: For a specific hotel, clicks your ad received as a percentage of the total clicks across all partners in all auctions. (This metric is only reported when the threshold for data-sharing is met.)
- Missed participation and missed impressions: The number of impressions or opportunities for participation that you missed.
The hotel impressions metric helps you understand whether you’re maximizing the number of impressions you are able to show on. Certain feed-related factors (e.g. not providing a robust set of rates, mobile-optimized deep links or localized landing pages) could be limiting your impression opportunity. Future updates to the report will provide more detail on the specific levers you can pull to improve auction participation. Ensuring full participation is the first step toward capturing greater click share, which can be included in this report.
The following videos show how you might increase eligibility and capture more impressions:
The Opportunity report is available weekly (for the past 7 days).
In addition to the Opportunity report, you can also see reports that specifically identify opportunities for low bids, no bids, or uncompetitive rates. For more information, see Auction Opportunities.
To access the Opportunity Report:
- Open Hotel Ads Center in a browser.
- Select the Intelligence tab.
The Reports view displays. Each row in the table represents a period in the past during which reports were run and stored for your viewing.
- Click the Download link in the Opportunity Report column for the row that you are interested in.
The following table describes the columns in the Opportunity Report:
|Hotel Name||The name of hotel property.|
|Hotel ID||The unique identifier for the hotel property.|
|Hotel Country||A two-letter country code that represents the country in which the hotel property is located.|
|Hotel Impressions||For a specific hotel, the total number of impressions available (i.e. the maximum number of impressions you could win, assuming full participation).|
|Hotel Clicks||For a specific hotel, the total number of clicks across all partners in all auctions. This metric is only reported when the threshold for data-sharing is met.|
|Hotel CTR||The hotel's click-through rate (CTR). This value is the number of Hotel Clicks (actual clicks) divided by the number of Hotel Impressions (or potential clicks). The value of this column indicates how often ads for this hotel are clicked on, for all partners.
A value of ".0164" indicates a hotel CTR of 1.64%.
|Hotel Average Lead Value USD||For a specific hotel, the average cost of the stay (including taxes & fees), based on those impressions resulting in clicks. Only those impressions resulting in a click (from any partner in the auction) are included in the average.|
|Partner Eligible Impressions||For a specific hotel, the number of impressions for which you were eligible to show, based on your existing level of participation.|
|Partner Participation Rate||Your level of participation for this hotel. This value is the number of Partner Eligible Impressions (number of impressions you could have had) divided by the number of Hotel Impressions (all impressions for the hotel).
A value of ".941" indicates a participation rate of 94.1%.
|Partner Missed Participation||The total number of impressions that were not shown because you did not qualify to participate in the auction.
Reasons for not qualifying include:
This missed participation value does not include missed impressions due to auction settings (such as an insufficient bid, exceeding your spending cap, or providing an incorrect breakout of taxes and fees). Those types of missed opportunities are counted as Partner Missed Impressions.
|Partner Impressions||For a specific hotel, the total number of impressions that you won in the auction. An impression is counted when a Hotel Ad is visible to a user, on any of the Google sites they are present on.
If the ad required a user action to be visible (e.g. menu expansion, button click, etc), that action was taken in order for the impression to be counted.
|Partner Impression Share||The share of all your impressions that this hotel represents. This value is the Partner Impressions (your impressions won for that hotel) divided by Partner Eligible Impressions (or impressions you were eligible to win).
A value of ".8878" indicates an impression share of 88.78%.
|Partner Missed Impressions||The number of impressions that you missed, even though you qualified to participate in the auction. This is the difference between Partner Eligible Impressions (the number of impressions you were eligible to win) and Partner Impressions (the actual number of impressions you won).
Reasons for missing impressions include:
|Partner Clicks||The total number of clicks that your ad received for this hotel.|
|Partner CTR||Your ad's click-through rate (CTR) for this hotel. This value is Partner Clicks (clicks that your ad received for this hotel) divided by Partner Impressions (your impressions for this hotel).
A value of ".0152" indicates a partner CTR of 1.52%.
|Partner Click Share||For a specific hotel, your clicks received as a percentage of the total clicks received by all partners in the auction.
This metric helps you understand how your ad compares to other partners' ads for the same hotel. This metric is only reported when the threshold for data-sharing is met.
|The "Missed participation" columns (below) indicate how many auctions you did not participate in, for the reasons given.|
|Missed participation - suspended hotels||The number of auctions that your hotels did not participate in because one or more of your hotels were suspended. For a list of your suspended hotels and instructions on how to get them removed, see Handling Price Accuracy Violations.
|Missed participation - no availability||The number of auctions that your hotels did not participate in because the hotel/itinerary combination was not available. To participate in these auctions, you may need to update your Hotel Price Feed.
|Missed participation - no POS||The number of auctions that your hotels did not participate in because you did not have a Point of Sale (POS) that matched the end-user. To define new POSes, see Point of Sale Editor. To get more detailed information, see Using the POS Coverage Report.
|Missed participation - no price||The number of auctions that your hotels did not participate in because one or more of your hotels did not have pricing information. For additional information, see the Prices Coverage Report. To participate in these auctions, you must update your Hotel Price Feed.
|Missed participation - other||The number of auctions that your hotels did not participate in for reasons other than those listed above. This can include instances where the partner was not active at the time of the auction, but later became active, or did not have the hotel in the manifest at the time of the auction, but later it was.
|The "Missed impressions" columns (below) indicate how many impressions you could have had (but didn't) for the reasons given.|
|Missed impressions - no bid||The number of missed impressions you had because you did not bid. See Bidding User Guide for help in setting up your bids.
|Missed impressions - spending cap reached||The number of missed impressions your account had because it reached the spending cap. The avoid these missed impressions, you can adjust your budget. For more information, see Budgeting and Billing Guide.
|Missed impressions - insufficient bid||The number of impressions you missed because your bid was not sufficient. To capture these missed impressions, try adjusting your bidding strategy. For more information, see Bidding strategies.
|Missed impressions - no taxes breakdown||The number of impressions you missed because one or more of your hotels did not specify taxes and fees separately. For more information, see the Taxes and Fees Policy.
|Missed impressions - other||The number of impressions you missed for reasons other than those listed above.
The most common cause of this is that when you win a position in the "More" menu. This means you did not miss out due to a low bid or lack of participation, but did not get an impression because we only log those if the price is actually displayed.