General FAQs
Why is the date range limited in some dashboards?
Due to the large amount of data, some dashboards are limited. We are working on upgrading the dashboards to give more flexible date periods.
Why are the geo filters limited to a select number of locations?
In some dashboards, filters may be limited to locations where your company operates. If you believe a location is missing, please contact your Google account manager.
Why are the most recent days missing? Is the dashboard refreshing?
The dashboard refreshes daily, but our internal data tables have a 3-day minimum time lag due to consolidation and categorization.
Why are there data differences between reports in Google Ads and TAC?
When directly comparing performance data in TAC and your Google Ads account, you may see different numbers. Google Ads reports on the performance within your account while TAC only includes the subset related to travel searches. Classification algorithms are used by TAC to identify travel related queries and associated origins and destinations. Some travel searches may be missed by the classifiers used by TAC.
How are origins and destinations determined?
TAC uses natural language processing to infer origins and destinations. For some transport related searches, such as “flights to Boston,” an origin is inferred from the user’s general location if one is not specified.
I want to achieve a high Coverage / Market share / Click share, what can I do?
Please reach out to your local Google account team with details on your campaign objectives. Your local account team will help you put a proposal and strategy together on how to best reach this goal.
I think I found a problem with the tool, whom do I contact?
Please use the “Send Feedback” button found on the sidebar. Although we are unable to reply, we review and appreciate all feedback.
How often is the data refreshed?
Nightly, after midnight PST. The exact update time is subject to change. Data in the tool is around three days behind the current date due to pipeline processing time.
Demand Explorer
Lookahead Analysis
What’s the difference between Accommodations: Country to Country and Accommodations: Destinations?
To offer the most useful information to parties with different interests, TAC has broken accommodations lookahead into these two tabs. Marketers, for example, may have a greater interest in seeing data related to when people are looking to travel, whereas a hotelier may be more interested in user locations. By separating out the data, TAC is able to cater to both interests while ensuring greater privacy and accuracy.
What’s the difference between Flights: Summary and Flights: Origin - Destination?
Similar to Accommodations, the Flights section is broken into two tabs to best cater to diverse interests while maintaining privacy and accuracy. Use the Origin-Destination tab to view data on routes, and the Summary tab to view data on destinations.
How is Length of Stay determined?
Length of Stay is determined by searches conducted through Google Hotels and Flights tools when a travel date range is specified.
When the user has not specified a date range, one may be inferred based on other data when possible. To view only the data including dates specified by the user, select the “User-Selected Dates” option in the Advanced filter (available in the Accommodations tabs).
Travel Trends
How do I compare two different periods?
Clicking the “Enable Period over Period” switch next to the date picker in the top right corner of the dashboard will produce a second date picker for choosing a comparison period. Periods of differing lengths can be selected. The first day of the current period will be line up with the first day of the previous period, but only the dates of the current period will be shown.
Why does some data show up as “Unspecified” in the query columns?
Sometimes the data set defined by the filters will not contain specific information available in the query columns. For example, when someone searches on Google.com for “flights to Germany,” there is no city defined. Some rows may show “Unspecified” in the Destination City column for this reason.
Marketing Reports
Opportunity Finder
How are opportunity types determined?
If the capacity share is within a certain range of your click share, it is labeled as “OK.”
If the click share is greater than the capacity share, it is marked as “Review.” The numbers may merely reflect your marketing strategy, but should be reviewed.
If the capacity share is greater than the click share, above the predefined range, it suggests growth potential, so it’s labeled as “Opportunity.”
How do you calculate Capacity Share for route AAA-CCC?
Heuristics are used to estimate how many possible competitive booking options there are for the user to fly the route AAA-CCC (over an interval of one full calendar week).
Based on the schedule analysis of every carrier and the seat allocations it offers on its planes, we compute the number of seats for a given carrier on routes it serves (direct non-stop, or via carrier’s hubs and spokes like AAA-[BBB]-CCC).
We use further heuristics to compare the carrier seat count against the total number of seats served by all others flying the same route.
How do you split the seat flow for hub and/or multiple connections?
We try to get the maximum booking options for every route. If the flight from AAA-BBB and BBB-CCC do not have any alternative flights, the capacity we assign to both AAA-BBB and BBB-CCC will just be the min-cut/max-flow of the two flight segments–which is the smaller seat capacity.
However, there would usually be some other connecting flights. For example, with AAA-(BBB)-DDD, the traffic from AAA-BBB will be split into: terminal in BBB, BBB-CCC and BBB-DDD. We will estimate the capacity by splitting the AAA-BBB traffic according to the seat capacity of the BBB-CCC and BBB-DDD flights.
International Demand
Why do some routes show 0% Impression Coverage and Click Share?
If there are no Google Ad campaigns associated with that particular route, the data will show as 0%.
Brand Insights
How are branded queries defined?
A branded query is a travel-related search performed on Google.com that includes the name of your brand. It is important to understand that Brand Density only pertains to the search itself and is independent of the results of that search. Google Ads and ad impressions are not related to Brand Density.
What is a good Brand Density number?
Whether or not a Brand Density number appears desirable or undesirable will depend entirely on the size of the company, the company’s objectives, and where the company primarily operates. Depending on the business goals, the overall trendlines may be of greater importance than the numbers themselves.
How do I improve Brand Density?
Please reach out to your local Google account team with details on your campaign objectives. Your local account team will help you put a proposal and strategy together on how to best reach this goal.
Flights
Referrals
How do Fare Product Insights work?
When a user searches for a flight using the Google Flights tool, they are initially presented with a fare product, such as “economy,” “business class,” “first class,” etc. The Fare Product Insights section of the Referrals dashboard shows what fare product was offered to the user and what fare product they ultimately clicked.
The first column shows the fare products the user clicked. If you click on one of these fare products, a sub-list will open showing the fare products that were offered. By comparing the number of fare products offered with the number of fare products that were clicked, you can get a sense of how often users are interested in a more expensive or less expensive option, or if they were satisfied with the default.
The remaining columns show the total value of clicked products, offered products, and the value and percentage of “upsell,” when the user clicked a more expensive product. The amounts only reflect the amount that would have been generated had every click converted to a sale.
Sustainability
How does TAC determine emission levels?
TAC is able to see the aircraft being used and the percentage of filled capacity. From there, the emission level can be calculated based on a knowledge of the aircraft’s fuel efficiency and CO2 output. The result is only an estimate as other factors that affect emissions, such as the weather, are not calculated.
Business User Data Access
How can I request additional business data and reports?
To initiate a new request for business data that is not already available via the reports in the Travel Analytics Center, please contact us via the Business data availability and access form.