The Hotel Ads Center Dashboard shows the performance data on the overall account level, by Hotel Group, and by individual hotel and lets you manage your hotel bids. You get customizable performance displays with the ability to drill down to more detailed levels such as Google site, device type, price bucket, and user country, and the option to download the information as a CSV file.
This section includes the following topics:
- Performance settings bar
- Default bid editor
- Performance widgets
- Performance Summary Table
- Drill down
- Related videos
The following image shows the major areas of the Dashboard view:
From the Dashboard, search for a Hotel Group or Hotel by entering a keyword or the name in the Search Bar. Select the Hotel or Hotel Group on the search result page to see the Dashboard view for the Hotel or Hotel Group.
Performance settings bar
The following image shows the performance settings bar:
You can select which data to view in the Dashboard by using the performance settings. You can apply filters or select different date ranges. You also use the performance settings bar to add, remove, or select customized views.
To view your Account Change History, Click View Change History.
The view switches to the Account Change History. See Viewing Your Account Change History.
Select the dimension with which to slice the data by clicking View by:
If you select more than one row in the summary table, you can compare performance by specific values of the dimensions. For example, select View by > Device Type, and check "Desktop," "Mobile," and "Tablet." The Hotel Ads Center shows you variations in performances across the three device types.
Default bid editor
The following image shows the default bid editor in the Dashboard view:
Use the default bid editor in the Dashboard view to set your account's default bid. A bid is the most that you’re willing to pay per click for an ad. The account default bid only applies to hotels without individual or group bids. If you set a hotel or group bid, the account default bid will not be used for that hotel or group.
You can also set bids at the group or individual hotel level. For more information, see Bidding Guide.
The graphs (or widgets) at the top of this view show your account's overall performance for the selected date range:
Mouse over the widgets to see data details.
Customize the view
You can customize the widgets by selecting a different metric from the dropdown list for any or all of the widgets:
Click the + (plus) sign on any of the widgets to add an additional widget to the Dashboard, which you can then customize to show a different metric. Click on the Trash Can symbol to delete the specific widget from the Dashboard:
Filter tables and charts
You can filter the tables and graphs with the Filters drop-down:
Click the check-box to select/deselect the filters you want to apply to the data. Click the Apply Filters link to regenerate the table's data.
Save a customized view
After customizing the widgets and updating your filters, you can save these settings by clicking Default View and selecting Save view as:
Add a name for your customized view. Select the Make visible to this partner check-box to share this customized view with the partner:
Customized views are available from the drop-down list to all users of your account:
Select Update view or Delete view to update or delete a customized view.
Select Set view as default to make a customized view the default display whenever you sign into your Hotel Ads account.
Performance Summary Table
The bottom of the Dashboard displays a performance summary table that shows data for individual hotels or Hotel Groups.
You can hide the Performance widgets to show more of the summary table on your screen by clicking the Chart icon:
In the overall account view, the first row of the summary table shows aggregate stats for all the hotels in the account. Each row represents a Hotel Group, including an additional row for Ungrouped Hotels.
The Performance Summary Table lets you roll up or drill down performance data, based on a specific dimension such as Hotel Group (or Hotel ID), Google Site, Device Type, Slot, User Country, and Date.
Click Update Charts to see the updated stats. Update Charts appears blue to remind you that you need to click on it to update the charts based on the new selection.
You can customize the metrics that are displayed in the Performance Summary Table by selecting/deselecting the columns from the Select columns drop-down list:
The following table describes the available metrics:
|For more information, see Performance Report with Conversion Metrics.|
|Impr.||Impressions are a count of the number of times your ad appeared on a hotel search result on Google.|
|Clicks||Clicks are the total number of times users interacted with your ads by clicking on them. This event typically shows an intention to book a stay at that hotel.|
|CTR||Your CTR (or Click-Through Rate) is one measure of how successful your ad was. The value of CTR is the number of clicks your ad received divided by the number of impressions.
For example, if you have five Clicks, and 100 Impressions, then your CTR is 5%.
|Average CPC (USD)||Average CPC (Cost-Per-Click) is the average amount that you’ve been charged for each click on your ads. This is the total cost of all clicks divided by the total number of Clicks received.
For example, if your ads had 200 clicks, and the cost for all of these clicks was $145.00 USD, then your Average CPC is $1.38 USD.
Cost is the sum of your CPC costs during this period.
For more information about these metrics, see Opportunity Report.
|Eligible Impr.||The number of times your ads were involved in an auction. The winner of each auction was shown to the user; the Eligible Impression became an Impression.|
|Impr. Share||Indicates how often your ad was seen by users, compared to how often your ad was eligible to be shown. It's the percentage of Eligible Impressions that became Impressions.
For example, if you had 2,000 Eligible Impressions and 1,500 Impressions, your Impression Share is 75%.
|Missed Impr.||How often your ad was not seen by users despite being eligible, possibly due to competition from other advertisers. Only the auction winner was shown. This is the value of Eligible Impressions minus Impressions.
For example, if you had 2,000 eligible impressions and 1,500 impressions, Missed Impressions is 500.
|Potential Impr. Growth||The relative increase in Impressions you could achieve if you maximized your Impression Share for this hotel.
For example, if you had 1,500 Impressions but 500 Missed Impressions, your Potential Impression Growth is 33.3%.
|Avg. Ad Position||The average order in which your ads appeared on pages, in relation to other ads. An ad position of "1" means that your ad was the first ad on a page in the priority slot, "2" means second, and so on.
For example, if a page had two "A", or priority, slots (0,1) and four "M", or menu, slots (0,1,2,3), and your ad was shown in the second position of the priority slots, then your ad received an ad position of 2.
If another ad was in slot 3 of the menu slots, its ad position would be 6 (ad position counts all ads in all slots when determining position, not just the position within its slot). Your Avg. Ad Position would be 4 (the average of 2 and 6).
For more information about opportunities metrics, see Opportunity Report.
|Hotel Impr.||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 Avg. Lead Value||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.|
|Particip. Rate||Your level of participation in auctions 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%.
|Missed Particip.||The number of impressions that were not shown because you did not qualify to participate in the auction.|
|Missed Particip. - [reason]||The number of impressions that were not shown because you did not qualify to participate in the auction. Reasons for not qualifying to participate include blacklisting, lack of a matching POS, no pricing, and no availability.|
|Missed Impr. - [reason]||The number of impressions that were not shown for a hotel, not because you did not qualify to participate in the auction, but for other reasons. Reasons include a bid that was too low, no bid, taxes were not broken out, or your spending cap was reached.
For detailed information about these metrics, see Performance Report with Conversion Metrics.
NOTE: How you implement your conversion tracking snippet affects the values of the Conversion Metrics. For more information, see Conversion Tracking.
|Conversions||All conversions tracked using the Hotel Ads Conversion Tracking snippet. When a click results in a booking, it is counted as a conversion.|
|Conv. Rate||The number of conversions divided by the number of clicks.
For example, if you have two conversions and 10 clicks, the Conversion Rate is 20%.
|Cost / Conv. (USD)||Your total cost divided by your total Conversions. This shows you how much, on average, each of your conversions cost.|
|ROAS (gross)||Gross ROAS (Return On Ad Spend) is the gross booking value for all conversions, divided by the total cost for all ad clicks. This value can be used when setting initial values for the Target ROAS bidding strategy|
|ROAS (net)||Net ROAS (Return On Ad Spend) is the net booking value for all conversions, divided by total cost for all ad clicks. This value can be used when setting initial values for the Target ROAS bidding strategy.|
|Gross Value / Conv. (USD)||The gross value of all conversions divided by the total number of conversions. This is approximately how much gross revenue, on average, each of your bookings is worth.|
|Net Value / Conv. (USD)||The net value of all conversions divided by the total number of conversions. This is approximately how much net revenue, on average, each of your bookings is worth.|
|Nights / Conv.||The total number of nights booked across all conversions, divided by the number of conversions. This is approximately the number of nights, on average, that guests booked.|
|ABW / Conv.||Advance Booking Window (ABW) is the sum of days between when a conversion happened and the first night of the stay, divided by the total number of conversions. This is approximately how many nights in advance that guests booked, on average.|
|Gross Conv. Value / Click (USD)||The gross value of all your conversions divided by total number of clicks. This is approximately how much gross revenue you earn per click, on average.
For example, if your conversions had a gross value of $1,000.00 and you received 100 clicks, your gross value per click would be $10.00.
|Net Conv. Value / Click (USD)||The net value of all your conversions divided by total number of clicks. This is approximately how much net revenue you earn per click, on average.
For example, if your conversions had a net value of $800.00 and you received 100 clicks, your net value per click would be $8.00.
Bid simulation metrics
|For more information about these metrics, see Bid Simulation reports and learn how to use first position bid estimates.|
|Est. First Position Bid||
Estimate bid that will likely give you the top position when bidding for an ad.
|Est. First Position Clicks||Estimate of how many clicks you get from first position ads.|
|Est. First Position Cost||Estimate of how much you pay for first position ads.|
|Est. First Position Impressions||Estimate of how many impressions you get from first position ads.|
|Est. First Position Conversions||Estimate of how many first position conversions you get.|
|Est. First Position CPC (USD)||Estimate of how much you pay for per click for first position ads.|
|Est. First Position ROAS||
Estimate of how much your ROA is for first position ads.
After you customize the Summary Table, you can download the data by clicking the Download as CSV button.
From your account’s Dashboard, select View by Hotel Group in the summary table to compare the performances of different Hotel Groups. In addition, you can set and modify bids directly from a group’s or a hotel’s Dashboard as you drill down into the performance data. See Default bid editor.
Drill down to individual Hotel Groups by clicking an individual row.
In a group’s Dashboard, click an individual hotel in the View by Hotel ID summary table to see the Dashboard for that specific hotel.
Click the Show Hotel Prices button to display the prices in the Google cache for the various itineraries from the current date onwards.
The following video shows you how to customize the Dashboard: