Data contained in the monthly report
The below information highlights what is included on a monthly consolidated report:
Conversion funnel
Note: The Funnel section of the report will only be visible if you allow insights to access your Google Analytics.
The funnel section of the report features six key metrics:
Sessions: This is the total number of sessions on a property's web page for a given period. This data is provided by Google Analytics.
The Google definition of a session is: A group of interactions one user takes within a given time frame on your website. Google Analytics defaults that time frame to 30 minutes. Meaning whatever a user does on your website (e.g. browses pages, downloads resources, purchases products) before they leave equals one session.
Shoppers: The total number of website visitors who clicked on the choose page. The CRM provides this data.
Bookings: This is the total number of bookings made via the booking engine. This data is provided by the booking engine.
Website effectiveness: This indicator is calculated in real time based on Google Analytics sessions divided by booking engine visitors. It reflects the percentage of website visitors who converted into shoppers by visiting the website’s booking engine.
Booking engine conversion rate: This figure reflects the percentage of shoppers who converted into bookers. This data is provided by convert by SHR Group.
Overall Conversion rate: Calculated on the fly, using data from Google Analytics and the booking engine, this metric reports on the percentage of sessions converted into bookings.
Key Metrics
This section contains all the key metrics and trend indicators for your website. The visibility of some of the metrics described below may depend on you providing access to additional sources of information to us, such as Google Analytics.
The key metrics section contains the following five columns:
Value for same month one year previous.
Current value.
Change: percentage difference between previous year and current year.
6 month trend arrow: 6 month trend arrow.
12 month trend arrow: 12 month trend arrow.
Trend indicators
The trend indicators now display for key KPIs like booked revenue, number of bookings, average booking value, revenue per room night, and sessions.
The trends are rendered for 6-month (6m trend) and 12-month (12m trend) periods and indicate the general course that the KPI has taken for that time period.
If the trend is positive you will see a green arrow pointing upwards, if the current trend is negative then you will see a red arrow pointing downwards.
You can also click on the trend arrows to view the data in greater detail.
The key metrics section is divided into several subsections:
Revenue
This sub-section contains all the revenue indicators including upsell revenue.
Note: This information is sourced from the booking engine. Please note that revenue for cancelled bookings is not automatically subtracted from this data.
Upsell revenue: This data represents all revenue obtained through upselling.
Average booking value: This figure is calculated by dividing booked revenue by the number of bookings for that period.
Revenue per room per night: This is booked revenue divided by the total number of room nights.
Cancellations: This section contains all the cancellation indicators:
Cancellations value: Contains the total value of cancelled bookings.
Cancellations number: This figure represents the total number of cancelled rooms.
Booking Metrics
This section contains all of the KPIs related to the number of bookings that passes through the booking engine.
Bookings: This is the total number of bookings made for the period. This figure may represent multiple rooms per booking.
Room bookings: The total figure of booked rooms.
Nights: The total number of nights booked.
Average LOS: This represents the average length of stay.
Visitors
This section features all the KPIs related to sessions divided by shoppers.
Sessions: This is the total number of sessions on a property's website. This data is provided by google analytics.
Booking Engine Shoppers: This figure represents the total number of booking engine shoppers who visited the choose page on the booking engine.
Performance
All conversion rates are displayed below.
Website effectiveness: This is the percentage of website visitor sessions who have converted into shoppers by visiting the booking engine. This data is provided by the SHR booking engine.
Booking engine conversion rate: This is the percentage of shoppers who converted into bookers. This data is provided by the SHR booking engine.
Overall conversion rate: This is the percentage of website visitor sessions that converted into bookers. This figure is calculated 'on the fly' by combining data from Google Analytics and the booking engine.
Effectiveness
This section features the metrics for rate or availability effectiveness.
Availability effectiveness: This figure represents how effective the room availability is.
Rate effectiveness: This represents how effective current rates are.
Metrics
This section contains additional KPIs, to support your key metrics. All data within this section is provided by the booking engine and has been taken from two applications: the booking engine and the vouchers module.
Please note that data for the sessions KPI on comparison set subsection is taken from Google Analytics. The metrics section displays three columns:
Previous year same period value.
Current value.
Change - Year on year -YoY percentage change.
The metrics section is divided into several subsections.
Check-in revenue
This figure represents the amount of revenue generated by each day of the week that check-in occurs:
Check-in total revenue: This figure represents booked revenue, including upsell revenue.
Check-in revenue midweek: This represents booked revenue, including upsell revenue, for bookings with a check-in date from Monday to Thursday inclusive.
Check-in revenue weekend: This figure represents booked revenue, including upsell revenue, for bookings with a check-in date from Friday to Sunday inclusive.
Check-in bookings: This is the total number of bookings with a check-in date within the reporting period. Please note that the data might result from multiple rooms per booking.
Check-in room nights: This represents the total nights that have a check-in date within the reporting period.
Vouchers
This section details the KPIs relating to voucher sales:
Voucher revenue: This represents the total figure for voucher revenue.
Total vouchers sold: This is the total number of vouchers sold.
Note: This section will only be viewable if you are currently managing your vouchers through SHR.
Third party overview
This section details the KPIs for any digital channels (excluding your direct channels). This data is provided by the booking engine.
Total revenue: This is the total value of transactions made on all channels (excluding your direct channels). This data is provided by the booking engine.
Bookings: This is the total number of bookings made within all channels (excluding your direct channels). This data is provided by the booking engine.
Total room nights: This figure represents the total room nights booked on all channels (except the Direct Channels). This data is provided by the booking engine.
Average booking value: This figure is calculated by dividing total value divided by bookings for transactions made on all channels (except the direct channels). The booking engine provides this data.
Revenue per room night: This figure represents the total value divided by room nights for transactions made on all channels (except the Direct Channels.) The booking engine provides this data.
Lead Times
This section represents a breakdown of transactions by lead times - days elapsed between the date the booking was made and the check-in date.
Seven periods are used:
0-7 days;
8-14 days;
15-21 days;
22-28 days;
29-60 days;
61-90 days;
90+ days.
Competitive set
This metric compares your performance relative to other properties that use the booking engine.
Competitive set features 3 columns:
My comp set: The average value of competitive set (the sum of values for competitors divided by the number of competitors).
My data: Your property’s data.
Variance: The difference between the competitive set’s average and your property’s data.
Note: If you have any questions as to how this feature is considered then please contact your account manager for more information.
The report compares following KPIs:
Booked revenue - including upsell revenue.
Sessions.
Bookings.
Booking engine conversion rate.
Average booking value.
Rates
This metric provides a comparison for revenue generated by your top 10 selling rates against the same rate period for the previous year.
This section reflects a twin layout for each period, displaying an identical set of columns with a variance percentage under the current period data, if applicable.
Columns with a variance percentage:
Revenue;
Bookings;
ABV (average booking value);
Percentage total.
Digital performance
The data for the digital performance section is provided by Google Analytics.
The data table for this section is arranged in five columns, with three rows allocated for each Indicator.
Columns are:
Sessions;
Transactions;
Revenue;
Per Transaction Value;
Conversion Rate.
Data rows for each indicator are:
Current period;
Previous year same period (YOY comparison);
Variance (YOY variance).
There are three sub-sections for this section, each containing different breakdown:
Device performance: This contains a breakdown by device type.
Channel performance: This contains a breakdown by channel. This is limited to your top five revenue-producing channels.
Country performance: This contains a breakdown by country. This is limited to your top 10 revenue-producing countries.
Note: The data displayed within this section is taken from your Google Analytics data, but will be labelled in the same way as it is presented in SHR BE.
Despite sharing the same name, the booking engine and Google Analytics due to differences in recording data, they may show different values to one another. This is due to Google not handling the same amount of input data that the booking engine holds.
The data gathered by Google does not differentiate Bookings and Vouchers from one another and simply provides a lump sum number. Ad-block plugin have also been known to affect the data that Google Analytics can gather, The data gathered by Convert is not affected by these factors and can provide you with a more accurate breakdown of how your website is performing.
This section will be not available if you have not provided us with access to your Google Analytics account data.
Google PPC Performance
This section contains Google AdWords Data for the reporting period in question and provides comparison to the previous five months and the same set for the previous year.
This section also details the variance that has been calculated for every set of values.
This report provides information about those KPIs:
Visitors;
Impressions;
Cost excluding VAT;
Cost including VAT;
Revenue;
Number of Transactions;
Average Transaction Value;
Conversion Rate;
Cost per Click;
Cost per Transaction;
Total Cost per Acquisition.
This section will not be available if you do not provide us with access to your Google AdWords Account Data.
Trends
This section contains charts for the five most important KPIs from the Key Metrics section. These charts are rendered for the 6 Months Trend report (6m trend) and for the 12 Months Trend report (12m trend). To access charts for the number of sessions please provide us with access to your Google Analytics data. This section appears only on reports for the full month.
Charts are rendered for KPIs listed below:
Booked revenue (including upsell revenue).
Bookings.
Average booking value.
Revenue per room night.
Sessions.
YTD data
This section contains charts for Year to Date (YTD) KPIs. The data for Sessions YTD will be not available without providing SHR BE with your Google Analytics data. Charts will appear for date ranges over one month.
The following KPIs are included:
YTD Revenue;
YTD DP Revenue;
YTD Bookings;
YTD Room Bookings;
YTD Nights;
YTD Sessions;
YTD Shoppers.
All data for these KPIs is broken down by month, from January to date. This data is provided by SHR BE.