AM Key Metrics for GA4, Tableau, and Google Ads

Key metrics benchmarking

Below are averages for all key metrics.

Tableau

• Online Booking ratio: >40%+
• Completed CVR%: Benchmark is based on the overall average of the region.
• Lightframe Conversion Rate: >10.5-11%
  • More details on averages depending on Region and Type: Lightframe CVR by Supertype and Subregion reports to compare your client to other similar operators and different times of the year

Google Analytics

• Session Key event rate: >2.4%
• Booking funnel conversion rate: >8%
• Engagement Rate: >65%
  • Engagement Rate Is Key For SEO
• Average engagement time, per active user: >57 sec
• Total users: >1000 users per month on peak season
• Organic search channel ratio: 50%

Google Ads

• Click-through rate (CTR) : 10%
  • Factors influencing CTR Competition, bidding strategy, SERP position, ad copy relevancy, audience targeting.
• Average cost-per-click (CPC) : $1.63
• Conversion rate (CVR) (sales/number of clicks from ad): 3.87%
• Cost per acquisition (CPA) : $62.18
  • Factors influencing CPA: Average CPC, Average CTR, Audience targeting, conversion rate, type of product.

Keep in mind, all of these numbers are averages. When making recommendations to clients around what their numbers should be, think about the nature of their business.

Does the client have high ticket price items or offer a very niche activity? Their numbers will be different from a company with more popular, lower ticket price items.

Poor data signs

Tableau

• Online Booking ratio: 0% or 100%
  • 0%: Client is using FareHarbor for direct bookings. Your goal is to get their items bookable online.
    • Are their items bookable in the Dashboard?
    • Are they all private?
    • Do they have book buttons on their website?
  • 100%: The client is using FareHarbor for online bookings only (not direct bookings). Find out what the client is using for their direct bookings.
    • Are there items that aren’t in the Dashboard?
    • Are they using a different software for direct bookings?
    • Ideally we can help the client start taking full advantage of the system by using FareHarbor for both online and direct sales.
• Lightframe conversion rate: <7%

Google Analytics

• Session Conversion Rate and Purchaser conversion: no data or extremely high number (>10%).

  • If you’re not getting monetization data in GA4, here’s what you need to do:
    • Make sure their GA4 measurement ID is correct and on the Dashboard.
    • Check that the tag in their GA4 property matches the tag on their website as well as the tag in their Dashboard.
    • Check the Google Tag Assistant for tracking issues.
  • If the data is extremely high, there might be an issue with the number of session/users tracking. Please submit a GA help request on the #amquestionqueue Slack channel.

• Low Engagement rate: <20%

  • The following factors could be the cause:
    • Content relevance
    • User Experience (UX) issues
    • Lack of visual appeal
    • Technical issues
    • Ineffective Call-to-Actions (CTAs)
    • Lack of social proof
    • Traffic quality