IBE Analytics report glossary
The analytics report provides meaningful data, powered by Google Analytics, to assist you in understanding guest shopping trends.
Data-driven insights into your booking engine performance that help you optimize conversion rates and understand guest behavior patterns.
⚠️Important: Google performs estimations where data isn’t available due to cookie consent or other factors, so use this information to identify trends over time rather than exact figures.
Navigate to the report by following the steps below:
On the right navigation under the hear marketing, click IBE Analytics.
Click on the relevant tab:
Look to book.
Traffic sources.
Room/Night Revenue.
Device.
Enter the date range you would like to report on.
Click Submit to view the data online.
Click Export to view the data offline.
Look to book tab
Below is a glossary of the information you will view in the look to book tab.
Metric | What it measures | Why it matters | Key considerations |
Conversion rate | Percentage of sessions that result in completed bookings | Shows how effectively your booking engine turns visitors into guests | Higher rates indicate better booking flow optimization |
Transactions | Total completed bookings through your booking engine | Direct measure of booking volume from your direct channel | Compare against other channels to assess performance |
Unique sessions | Individual browsing sessions by all users | Measures traffic volume to your booking engine | Sessions reset after 30 minutes of inactivity |
Page views | Total views of tracked booking engine pages | Shows guest engagement and booking journey progression | Multiple views of same page by one user count separately |
Page view types by booking journey step
Page view types is included in the look to book tab and a glossary of this section is outlined below.
Page type | Guest journey stage | What triggers this count | Configuration caveats |
Multi property landing | Chain discovery | Views of chain-level property selection pages | Shows (0) for independent properties. Only displays data if your property enables chain landing pages and drives traffic to them |
Index | Property overview | Views of main property page with offers | Shows (0) when calendar booking engine is enabled. Calendar version bypasses index page, bringing guests directly to detail pages |
Detail pages | Rate/room selection | Calendar views, direct links to specific dates | Starting point for calendar version. Regular booking flow shows data when guests navigate from index page |
Cart/Combo Checkout | Selection review | Views after guest selects room/rate combination | (if enabled) |
Checkout | Payment process | Views of final booking completion page |
|
Confirmation | Booking completed | Views of successful booking confirmation | Shows for all configurations, excludes reservation lookups and cancellations |
🤓 Tip: Your page view data adapts to your specific booking engine configuration. Missing data in certain categories reflects your setup choices.
Traffic sources tab
Below is a glossary of the information you will view in the traffic source tab.
Metric | What it measures | Business insight | Important notes |
Traffic sources | Websites and channels directing guests to your booking engine | Identifies most valuable referral pathways | Can be sorted and analyzed by individual source |
Users | Total visitors, new and returning. | Overall reach of your booking engine | Includes both first-time and repeat visitors |
New users | First-time visitors | Measures new guest acquisition | Essential for growth tracking |
Sessions | Individual browsing visits | Traffic frequency and engagement patterns | Thirty minute inactivity creates new session |
Bounce rate | Single-page visits with no interaction | Identifies potential booking flow issues | High bounce rates may indicate user experience problems |
Pages or session | Average pages viewed per visit | Shows booking journey engagement depth | More pages can indicate thorough consideration |
Average session duration | Time spent per visit | Measures guest engagement level | Longer sessions may indicate booking intent |
Transactions | Bookings completed from this traffic | Revenue attribution by source | Google's tracking of confirmed reservations |
Revenue | Booking value from this traffic | Financial performance by acquisition channel | Helps assess ROI (return on investment) of different traffic sources |
Ecommerce conversion rate | Sessions converted to bookings | Efficiency of each traffic source | Compares booking success across channels |
Room or night revenue tab
Below is a glossary of the information you will view in the room or night revenue tab.
Metric | Data source | What it shows | Key difference from other tabs |
Revenue data | CRS system | Actual confirmed reservation values | More accurate than Google tracking |
Room nights | CRS system | Total nights booked | Includes modifications made after initial booking |
ADR (average daily rate) | CRS system | Average rate per room per night | Reflects final pricing after any changes |
Occupancy metrics | CRS system | Booking volume patterns | Shows demand trends over time |
🤓 Tip: This tab shows CRS-sourced data, which includes post-booking modifications and provides more precise financial figures than Google Analytics estimates.
Device tab
Below is a glossary of the information you will view in the device tab.
Metric | Device categories | Guest behavior insights | Optimization opportunities |
Device category | Desktop, mobile and tablet | How guests prefer to book | Identify which devices need UX improvements |
Users | Total visitors by device | Device preference patterns | Focus marketing efforts on high-usage devices |
New users | First-time visitors by device | New guest acquisition channels | Target new guest campaigns to preferred devices |
Sessions | Browsing visits by device | Engagement frequency patterns | Optimize booking flow for each device type |
Bounce rate | Single-page exits by device | Device-specific user experience issues | Address high bounce rates on specific devices |
Pages or session | Engagement depth by device | How thoroughly guests browse on each device | Adapt content strategy for device usage patterns |
Average session duration | Time spent by device | Device-specific engagement levels | Optimize session length for each device |
Transactions | Bookings completed by device | Conversion success by technology | Focus conversion optimization efforts |
Revenue | Booking value by device | Financial performance by technology | Assess revenue contribution of each device type |
Ecommerce conversion rate | Booking efficiency by device | Which devices convert best | Prioritize improvements for high-conversion devices |
📌 Note: Google Analytics performs estimations when data isn't available due to privacy settings, cookie consent, or device changes. Use these insights to identify trends over time rather than treating them as exact figures.
⚠️ Important: Variances between Google Analytics data and CRS revenue data are normal - the CRS data includes modifications made after booking confirmation and captures sales that couldn't be tracked online.
🤓 Tip: Export data from each tab for deeper analysis and trend comparison across different time periods to optimize your booking engine performance.
Analyzing booking engine performance
Use these questions to guide your conversion optimization efforts.
Content and display analysis
Does the booking engine show clear offers, terms and conditions and amenities displayed to help guests make informed decisions and reserve?
Are property and offer descriptions clearly shown and easy for guests to understand and move them to a decision to book?
Consider how guests enter the booking engine for example via landing pages, emails or website. Is there a clear call to action on the referring site, and is the look and feel of the booking engine consistent with the journey once they arrive?
Mobile optimization
Mobile channel is growing rapidly. Assess your property's booking experience and display on smaller devices.
Competitive positioning
Are the pricing and policies competitive with the local market and similar properties or accommodation options?
Are the rates in parity, with no lower rates found on other sites to increase guest confidence to book?
How do guest reviews online compare to similar properties or accommodation options?
Availability and marketing alignment:
Is the hotel in a period of high occupancy with in-house groups or transient demand where there may not be available rooms to book?
Do marketing efforts for example digital or email align with your property's need periods when there's most likely to be availability?
Multi-property considerations
The CRS supports alternate properties for groups of properties to refer bookers to the nearest alternative if the originally requested property isn't available.
The CRS supports multi-property availability pages to display hotel groups or an entire chain as relevant in the booking pathway.
Calendar driven shopping experience
Understand how this booking engine setup affects your analytics data.
For clients using this specific booking engine setup, guests are placed directly in the details page so the index page will no longer show any data.
Google Analytics 4 integration
Add additional tracking to supplement your IBE Analytics data.
You can add GA4 or any other tracking for your specific booking engine for your ecommerce team to analyze. This allows you to gather additional insights beyond what the IBE Analytics report provides.
IP address exclusion
Configure IP filtering for more accurate reporting.
You can exclude specific IP addresses in your property’s Analytics report. The CRS report will continue to display all IPs in our reporting.
📌Note: Google removes all IP addresses from the end user report for privacy protection.
Best practices for regular analysis
Review your performance regularly and adapt your strategy accordingly.
Monitor trends over time rather than focusing on exact daily figures due to Google's estimation methods.
Compare performance across different traffic sources to identify your most effective marketing channels.
Analyze device-specific behavior to optimize mobile and desktop experiences separately.
Review conversion rates alongside availability periods to understand demand patterns.
Correlate booking engine performance with your broader marketing campaigns and promotional periods.
Use insights to adjust property descriptions, offers and pricing strategies based on guest behavior patterns.