TRAVEL / GOOGLE ADS & CRM REPORTING
Looking beyond ad conversions to the enquiry journey.
A reporting approach that separates advertising activity from real enquiries and later bookings.
Performance review and reporting strategy
The challenge
Several tour categories competed for budget, while advertising conversion figures and CRM enquiries answered different questions. Bookings could also happen after the week in which the original enquiry arrived.
The work
- Reviewed campaign performance by tour category and prioritized the next optimization work.
- Compared lead volume, cost, traffic quality, and campaign intent instead of relying on clicks alone.
- Separated Google Ads attributed conversions from whole-number enquiries recorded in GHL.
- Mapped the proposed handoff from enquiry to qualified lead, booking, and booking value.
What the record supports
The available history documents recurring campaign reviews and a proposed framework for connecting Google Ads, GHL, booking, and finance data. It does not establish that the full downstream reporting system was implemented.
What happened next
The recommended next step is to reconcile source fields and booking records with the sales and finance teams. No booking growth or return-on-ad-spend claim is made.
The takeaway
Better reporting starts with clear definitions. A tracked conversion, an actual enquiry, a qualified lead, and a confirmed booking should not be treated as the same result.
Anonymized work example. Client identity and private account details are withheld. Results from one engagement do not predict another.
YOUR NEXT MOVE
Let’s find the next
right move for your business.
Tell us what you sell, who you want to reach, and what is getting in the way. We’ll help you choose a practical starting point.
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