Price Competitiveness Report
Use the Price Competitiveness Report to get insights into how your prices compare to competitors' prices on the same hotel itineraries. You can also download the report as a CSV and review the API data to see if your prices were the lowest.
This report can also help you monitor your hotels' price performance in your markets and help you decide whether to make changes to your bidding or pricing strategies in those markets.
To view the Price Competitiveness report:
- Open Hotel Ads Center in a browser.
- Select the Intelligence tab.
Select Reports in the left-hand navigation. Hotel Ads Center displays the reports view:
- Click the link in the Price Competitiveness Report column that corresponds to the date you want. Hotel Ads Center downloads the report as a CSV file to your machine.
The following table describes the columns in the Price Competitiveness Report:
|User Country||The country the user is in when viewing the hotel ad, provided as a 2-letter country code.|
|Hotel ID||The unique identifier for your hotel property.|
|Check-in date||Check-in date for the itinerary.|
|Length of stay (LOS)||Length of stay for the itinerary.|
|Slotted partner count bucketed||The number of partners given whose ads were given slots. Bucketed to 0, 1, and 2+.|
|Cheapest slotted price partner type||
The type of partner who had the cheapest price for the given itinerary. This can be one of the following:
|Hotel impressions||The total number of impressions available (i.e., the maximum number of impressions you could win, assuming full participation).|
|Impressions with participation||The total number of impressions that you participated in.|
|Slotted impressions||The total number of impressions in which you received a slot.|
|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.|
|Missed participation no availability||The number of auctions that your hotels did not participate in because the hotel/itinerary combination was not available.|
|Average ad position||The average order in which your ad appeared on a page, relative to all other ads in all slots. The value of Average ad position is the result of the auction. If your ad did not appear, this value is empty.|
|Average daily rate (ADR)||The average cost of stay (including taxes & fees, in USD) shown on your ads.|
|Average booked total price USD||The price of a hotel stay, averaged across all the same itineraries.|
|Average daily rate lowest delta USD||
The difference between your ad’s price and the lowest price among of all of the partners who participated in the auction.
Your prices are marked as less than (“-X”), equal to (“0”), or more than (“X”) the lowest price in a particular auction.
|Clicks||The total number of clicks on your ads. This event typically shows an intention to book a stay at that hotel.|
How to read your Price Competitiveness report
The Price Competitiveness report shows how your prices for specific combinations of hotels, booking dates and times ranked against other hotels with comparable offerings.
The entire report covers one day of activity. Each line in the report corresponds to all the activity that happened for a particular set of conditions. The conditions are:
- User country
- Hotel ID
- Check-in date
- Length of stay
- Slotted partner count bucketed
- Cheapest slotted price partner type
For example, suppose that 10 users have all the same following characteristics:
- Located in the US
- Viewed the Sunnyvale Sheraton
- Started their check-in on May 5, 2017
- Expected to stay 5 days
- Viewed 2 partner ads, where the partner with the cheapest price was an OTA
Those 10 users would all appear in one row of the report.
If another user had the same characteristics, except that they planned to stay for 6 days instead of 5, then that user's activity would show in a different row in the report.
In the Average daily rate lowest delta USD column, your prices are marked as less than (“-X”), equal to (“0”), or more than (“X”) the lowest price in a particular auction. The following example highlights this column:
Frequently asked questions (FAQs)
Q: Will this be a daily report?
A: Yes. The report is generated daily.
Q: Is the Average ad position column weighted based on partner impressions or on another metric?
A: The denominator is the total number of times the partner was slotted (i.e., appeared in the top 2 or the expanded rates menu).
Q: What is the difference between Missed participation no availability and Missed participation no price?
A: Missed participation no price is when you didn’t provide a price for a specific itinerary, whereas Missed participation no availability means that you didn’t have a room open for a specific itinerary.
Q: Can the Average daily rate be shown in currencies other than USD?
A: No, Google logs prices only in USD.