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      More bookings? Check out these top 5 Google Analytics metrics in 1 minute

      Google Analytics 4 (GA4) makes it easier than ever to understand how your hotel website is performing. With just a few key metrics, you can discover what’s working, what needs improvement, and how to turn more visitors into direct bookers.

      Data = insight. Insight = action.
      If, for example, you discover that many visitors speak French but your site isn’t available in French, that’s an opportunity for growth. The goal: use your website data to make smarter decisions that increase revenue.

      Using a Smarthotel Website but don’t have your own Analytics account?
      We’ve created one for you — free of charge. Just email support@smarthotel.nl and we’ll send you direct access.

      1

      Visitors: How many visitors do I have on my website?

      Why this matters:
      The more visitors your site receives, the more chances you have to convert them into bookings. Tracking your traffic volume helps measure your visibility and reach.

      Where to find this in GA4:
      Reports → Reports snapshot

      Tip: Want more visitors? Focus on SEO (search engine optimisation), Google Ads (SEA), or social media campaigns.


       
      2

      Acquisition: Where do my visitors come from?

      Why this matters:
      Understanding how people find your site (e.g., Google Search, referral links, social media, email campaigns) helps you focus on channels that perform well — and improve the ones that don’t.

      Where to find this in GA4:
      Reports → Acquisition → Traffic acquisition

      You can also compare new vs. returning visitors, or segment by campaign.


       
      3

      Conversion: What is the percentage of visitors who book?


      Why this matters:
      Website traffic is great, but bookings generate revenue. If many visitors leave without booking, it’s time to review your website’s usability, pricing visibility, or mobile optimisation.

      Where to find this in GA4:
      Reports → Monetisation → E-commerce purchases

      Want to go further? Set up a conversion funnel to track where people drop off.
      4

      4. Demographics: What languages do my visitors speak?

      Why this matters:
      If most of your traffic comes from German or French-speaking guests, but your site is only in Dutch or English, you're missing out on potential bookings.

      Where to find this in GA4:
      Reports → Demographics → Demographic overview → View “Languages” card at the bottom

      Based on this, you might want to add new website languages.

       
      5

      5. Mobile Usage: Are visitors using mobile or desktop?

      Why this matters:
      More than half of hotel bookings are made on mobile devices. If your conversion rate is low on mobile, your site may not be mobile-friendly — or you may need better call-to-action buttons.

      Where to find this in GA4:
      Reports → Tech → Tech overview → View “Device categories” card

      Consider offering last-minute mobile-only deals to boost bookings.


       

      Bonus: 3 more powerful metrics worth checking

      1. Pages: Which pages perform best?

      Why this matters:
      High-performing pages show what content resonates. Poor-performing pages can be improved or removed.

      Find this in GA4:
      Reports → Engagement → Pages and screens

      2. Engagement: How long do visitors stay?

      Why this matters:
      Short visits usually mean the content didn’t match what the guest was looking for. Try improving text, visuals, or calls to action.

      Find this in GA4:
      Reports → Engagement overview

      3. Booking flow: How far do visitors get in the booking process?

      Why this matters:
      Tracking how many people click from your website to the booking engine — and how many reach the final step — helps you identify where people drop off and fix conversion issues.

      Tip:
      Set up events or use Google Tag Manager to track the full booking journey.

      Final thoughts

      You don’t need to be a data analyst to understand your hotel website’s performance. Start with these core insights, and you’ll be able to take actions that lead to more visibility, higher engagement, and most importantly — more direct bookings.

      Need help getting started?
      We’re happy to check your GA4 setup or give you access. Just email us at support@smarthotel.nl.