International Demand

Analyze Google travel partner online ads performance by route over the last 180 days
  • What routes have coverage below competitive capacity?
  • How far are people willing to travel?
  • Where are people traveling from?
  • What’s the impression and click coverage for users coming from specified destinations?


The International Demand dashboard measures market demand based on what routes travelers search for on Google, and matches that with product performance in terms of click and impression coverage at the traveler's point of use.

For various types of routes and services you configure, we show how far people are willing to travel, where they are searching from (origin, destination, or another part of the world), and whether coverage has reached competitive capacity at that location.

The Filters

The default view shows the results of generic, world-wide travel related queries and coverage on

Options and filters let you tailor the results to answer specific questions and formulate action plans. Filters apply to all reports on the dashboard. Following is an explanation of these filters and settings.

General Filters

This group of filters refines the performance and service metrics for the routes and the characteristics of the users who generated the queries.

Route type: A classification for routes based on supply (total seats offered across all suppliers) and demand (volume of user searches). Choose one or more:

Star: Routes with top 30% capacity and top 10% searches.

Head: Routes with top 70% capacity and top 50% searches that are not in star routes.

Torso: Routes with top 90% capacity and top 75% searches that are not in star or head routes.

Tail: The remaining routes.

Device: Device used for searching—mobile, desktop, or tablet.

Language: Code for the language used in the query. This is collected from browser or device settings, if available.

Nonstop (any carrier): Whether a route is covered by at least one non-stop flight by any carrier (true or false).

Nonstop Service: Whether your routes are non-stop (yes or no).

Competitive Capacity: Whether coverage has reached competitive capacity (yes or no).

Geographic Filters

Geographic filters are located on the right side of the window.

  • User Location Type: Where the user was located at the time of the search—at the origin country, destination country, or rest of the world (anywhere else). The user location is collected from browser or device settings, if available.
  • User Country: Code for the country where the user searched using a route related query.
  • Approx. Dist. (km): Setting to specify the approximate distance between the origin and destination airports in terms of relational operators such as equals, less than, greater than, etc.
  • NDOD: Non-directional code of city pairs, for example LAS-LAX includes Los Angeles to Las Vegas as well as Las Vegas to Los Angeles.
  • Is Domestic: Whether the flight is within a country (yes) or between countries (no).
  • Origin/Destination Country, City, Region: Country, city, region where the route starts or ends.
  • Origin/Destination DMA: Designated Market Area of the origin or destination city (for example the "Dallas/Fort Worth Texas" area). This setting is only for U.S. locations.

Dashboard Sections

The International Demand dashboard contains the following sections:

  • Route Performance
  • Query Reports

Route Performance

The Route Performance displays a tabular overview of demand and your corresponding click and impression coverage per route by user location type (origin, destination, rest of world):

  • Queries (R): Number of searches users initiated for all the possible keywords that relate to the route (rounded).
  • Impression Coverage: Percentage of times your ad was shown out of the total number of times all the matching keywords for the user location had at least one ad on the results page.
  • Click Share: Percentage of clicks that went to your ads versus all ads, including yours and your competitors.

Query reports

Query reports include pie charts showing the breakdown of user location types, and tables showing impression coverage and click share percentage for the top 50 user countries and languages.

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