The Activity Breakdown page is a key component of the Impact project, which provides users with insights into their advertising activities. This page contains three tabs, which are the Summary tab, Hotel tab, and Flight tab.
In the Summary tab, users can view two important reports: the Activity Summary report and the Travel Type Summary report.
Activity Summary Report
The Activity Summary report displays high-level advertising activity by Pixel Groups and Analytics Pixel and then links directly to travel activity and site visits based on these ad exposures.
Impressions counts the number of impressions for the Pixel. Uniques counts the number of unique cookies for which impressions were generated. Flight Searches, Hotel Searches, Flight Bookings, and Hotel Bookings count the travel activity associated with impressions, by Pixel, for the requested date range + the configured attribution window. Site Visits counts the number of visits to your website for those exposed to your Website Pixel(s). If you have multiple website pixels, this is a total of all website visits across your sites linked to this Analytics Pixel.
Note that Impact uses full credit attribution. This attribution approach associates any travel activity (search or booking) with impressions from every unique Analytics Pixel. If a traveler sees an impression from multiple Analytics Pixels from one or more Pixel Groups, each of those Pixels will receive credit. Essentially, if a traveler sees multiple, different ads, each ad receives credit, not just the first touch or last touch.
The roll-up at the Pixel Group level de-duplicates this activity, giving you counts for travel activity by this Media Partner across all of its configured Pixels (searchings and bookings are not double-counted if a traveler sees more than one ad from this Pixel Group)
The overall totals row de-duplicates all activity and estimates the overall activity across all Pixel Groups and Pixels. (Searchings and bookings are not counted multiple times even if a traveler saw multiple different ads).
Users can expand each row to see extra data by clicking Expand All button, providing greater insights into their advertising performance. Users also have ability to download the report as CSV or image.
Travel Type Summary Report
The Travel Type Summary report displays key travel metrics associated with linked travel activities.
Avg LOS The average 'Length of Stay' for travelers that booked to your market. Avg. Search to Booking The average number of days a traveler spends searching before they book. Avg. AP The average "Advanced Purchase" is how many days in advance travelers book before arriving in your market. Avg. # Travelers The average number of travelers on a flight itinerary or staying in a hotel. ADR The 'Average Daily Rate' of hotel bookings. Total Travelers The total total number of travelers seen booking to your market. Total Nights The total number of nights spent in your market. Estimated Revenue The total estimated revenue of bookings.
Hotel Tab
The Hotel Totals report shows users expanded metrics for hotel activity into your market, which provides users with insights into their advertising activities related to hotels. This tab contains one component, which is a table. Each row of the table displays the hotel total data, including PIXEL GROUP NAME, BOOKINGS, SEARCHES, AVG LENGTH OF STAY (DAYS), and more.
When a user clicks on a row, the row expands to show additional data. This data is presented in two sections: Business Travel Breakdown and Leisure Travel Breakdown. The Business Travel Breakdown provides a breakdown of travel metrics specific to business travel into the user's market. Similarly, the Leisure Travel Breakdown provides a breakdown of travel metrics specific to leisure travel into the user's market. Both sections have the exact same columns, enabling users to easily compare and contrast the performance of their advertising campaigns across different travel segments.
Overall, the Hotel tab provides users with a comprehensive view of their hotel-related advertising activity, enabling them to optimize their campaigns and improve their ROI for both business and leisure travel.
Flight Tab
The Flight Totals report shows users expanded metrics for hotel activity into your market, which provides users with insights into their advertising activities related to flights. This tab contains one component, which is a table. Each row of the table displays the hotel total data, including PIXEL GROUP NAME, BOOKINGS, SEARCHES, AVG LENGTH OF STAY (DAYS), and more.
When a user clicks on a row, the row expands to show additional data. This data is presented in two sections: Business Travel Breakdown and Leisure Travel Breakdown. The Business Travel Breakdown provides a breakdown of travel metrics specific to business travel into the user's market. Similarly, the Leisure Travel Breakdown provides a breakdown of travel metrics specific to leisure travel into the user's market. Both sections have the exact same columns, enabling users to easily compare and contrast the performance of their advertising campaigns across different travel segments.
Overall, the Flight tab provides users with a comprehensive view of their flight-related advertising activity, enabling them to optimize their campaigns and improve their ROI for both business and leisure travel.