A hotel client was seeing ad conversions in terms of clicks, lead activity and rooms booked, but they couldn't attribute which marketing activity was producing the actual bookings. This case study shows how having a greater understanding of the customer's path to purchase can help clearly attribute which activities drive actual room bookings.

1. TRACING THE
PATH FROM AD
TO PURCHASE
MORGAN & CO.
CASE STUDY
2017

2. SITUATION
A hotel client was seeing ad conversions in terms of clicks,
lead activity and rooms booked, but they couldn't attribute
which marketing activity was producing the actual bookings.
This was negating the impact of campaigns and driving the
Cost Per Acquisition up.

3. IMMEDIATE OBJECTIVES
Implement a conversion tracking pixel to follow
the target audience's journey from ad-to-booking
01
Test and evaluate new ads using OTA's and travel
sites to determine ROI vs. typical campaigns
02
Find out how the booking engine on the hotel site
was reporting landing page activity and bookings
03

4. OUR STRATEGY
With a better understanding of the booking engine and the
newly implemented conversion tracking pixel in place, we
were able to start testing ads to see actions of users in real
time.

5. CONVERSION
TRACKING
Once we had a clear picture
of how people were
interacting with the ads and
website booking engine, we
launched a three-month
campaign through Expedia
and TripAdvisor to put our
new conversion plan to the
test.

6. OVERALL RESULTSOVERALL RESULTS
4.6:1 1,344
ROI Room Nights
Booked
672
Conversions
7,177
Website
Visits
3.27
Pages per
Visit
At the end of the campaign, we could clearly attribute which activity
drove actual room bookings. Having a greater understanding of the
customer's path to purchase allowed us to optimize the campaign
for incredible results.

7. THANK YOU!
FOR QUESTIONS AND COMMENTS, EMAIL US
AT INFO@MORGANANDCO.COM