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Book on Google Report

The Book on Google Report provides performance data for your hotel's direct booking flow, sorted by device, user country and the individual hotel that is booked.

To access the Book on Google Report in Hotel Ads Center:

Hotel Ads Center > Intelligence (top navigation) > Book on Google (left-hand navigation)

The following table describes the columns in the Book on Google Report:

Column name

Description

Device type

What device the user used to make the booking; either mobile, desktop, or tablet.

User country

Which Google country was the user using when they made the booking (ie. Google.mx, Google.ca, Google.co.uk).

Hotel ID

The hotel that the user booked.

Clicks

The number of times an ad was clicked on to begin the booking flow from a device, country, or to a specified hotel.

Average CPC (cost per click)

The average cost per click for clicks from a device, country, or to a specified hotel.

Cost

The number of clicks multiplied by average cost per click (CPC).

Conversion

A completed booking from a device, country, or to a specified hotel.

Conversion rate

The number of clicks divided by the number of conversions.

Total booked value

The average length of stay (LOS) multiplied by the average daily rate multiplied by the number of conversions.

ROAS (return on ad spend)

The total booked value divided by cost.

Average booking value

The total booked value divided by conversions.

Average LOS (length of stay)

The average number of nights users purchased from a device, country, or to a specified hotel.

Average daily rate

The average price per night for the nights users booked from a device, country, or to a specified hotel.

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