mistakes that seo experts often make in setting up google analytics for hotels

9 Common Mistakes in Google Analytics for Hotels (GA4) and How to Avoid Them

In today’s era, it is vital for businesses to have a deep understanding of their customer’s behaviors and preferences. For hotels, this entails gaining insights into how guests engage with their website, what they seek out, and the methods they employ to make reservations. In particular, mistakes in Google Analytics for Hotels is a subject that merits consideration.

What is Google Analytics 4 (GA4) and How is it Different from Universal Analytics?

Google Analytics 4 (GA4) represents the iteration of Google Analytics. Firstly GA4 relies on event tracking of session tracking, which was the case with Universal  Analytics. 

In terms of this means that GA4 monitors and records the interactions (events) that users engage on your website rather than just their sessions (visits). Secondly, GA4 offers platform tracking capabilities enabling it to track users across different devices and platforms. Moreover, it incorporates privacy features for users and encompasses metrics and audience-building functionalities.

Why is Google Analytics For Hotels Important?

Google Analytics for hotels holds importance as it enables an understanding of customer behavior. By analyzing the gathered data one can enhance marketing strategies, bolster presence, and deliver a customer experience. 

For instance, you gain insights into the pages on your website, the duration of visitor’s engagement, on each page, and the devices they utilize to access your site. Leveraging this information allows for website enhancements, optimized marketing campaigns, and tailored content catering to your audience.

How to Set Up Google Analytics for Your Hotel?

To begin you’ll need to create an account on Google Analytics. Click on the Start, for free’ option. Follow the instructions to set up your account and link it to your hotel website as a property. Once you’ve successfully created your account the next step is to integrate Google Analytics with your hotel website. 

This typically involves adding a code snippet to your website although the specific steps might vary depending on the platform or system you’re using for building and managing your website.

Read more: What is Marketing Analytic & Its Benefits for Business

How to Use Google Analytics to Improve Your Hotel’s Performance?

a female receptionist with her male colleague to set up mistakes in google analytics for hotels in bali

After configuring Google Analytics you can begin examining the gathered data. Here are a few approaches to leverage this information, in order to enhance your hotel’s visibility and customer satisfaction:

Analyze User Behavior

Take note of the pages that receive the attention and consider where visitors navigate to after they arrive on your homepage.

Optimize Marketing Campaigns

To gain insights into the origins of your website visitors it’s important to analyze their traffic sources. Are they arriving through search results, paid advertisements, social media platforms, or referral websites? Understanding this data can greatly assist in optimizing your marketing strategies and making budget allocations.

Improve Content

Take a dive into the content on your website to determine which aspects are resonating the most with your visitors. Thanks, to this information you’ll be able to create content that truly matters to your audience.

Read more: Ultimate Guide: Google Analytics for Hotels Business Success (GA4)

How to Use GA4 for Tracking User Engagement on Your Hotel’s Website?

In GA4 you have the ability to configure event tracking to keep an eye, on user involvement, on your website. Here are a few examples of events that hotels should keep track of:

Room Bookings

Keep a record of when a user makes a reservation, for a room. This is a milestone for hotels, in terms of conversions.

Clicks on Promotional Offers

Keep tabs on the instances when a user interacts with an offer. 

Newsletter Sign-ups

Take note of when a user signs up for your newsletter. This will enable you to stay connected with your audience and grow your email subscriber base.

To enable event tracking in GA4 you’ll have to incorporate the code into your website. Typically this entails adding a snippet of code to the elements on your site that you wish to track, like buttons or forms.

9 Common Mistakes in Google Analytics for Hotels (GA4) and How to Avoid Them

a female worker is feeling guilty for making a mistake in setting up mistakes in google analytics for hotels

Google Analytics 4 (GA4) represents the iteration of Google Analytics offering many features and capabilities. Nevertheless, it also introduces a set of hurdles for hotels striving to leverage their data effectively. In this regard, I will outline nine errors that hotels tend to commit with GA4 and provide guidance on how to steer clear of them:

Not Establishing New Property

To use GA4 you need to create a property for it. It’s essential to set up a GA4 property instead of just modifying your existing one.

Failure to Use Event Tracking

In GA4 there is a focus on tracking events, rather than tracking sessions like in Universal Analytics. It is essential to set up event tracking to maximize the benefits of GA4.

Cross-Domain Tracking Not Used

With GA4 you have the ability to monitor user activity across domains. This feature is essential for hotels that operate websites or booking platforms.

Neglecting Audience Development

In GA4 you have the ability to generate audiences by considering user behavior and various criteria. It’s important to take advantage of this feature in order to enhance the precision of your marketing strategies.

Not Establishing Conversions

In GA4 conversions serve the purpose of goal. It is crucial to configure conversions to monitor actions taking place on your website.

Imagine you run a hotel’s website, and one of your primary goals is to encourage guests to book a room. In this scenario, a conversion could be defined as a “booking click.” This means that every time a visitor clicks the “Book Now” button, it’s counted as a conversion.

Without configuring conversions, you’re essentially flying blind. You won’t know how many visitors are actually taking the desired action – booking a room. This lack of insight can lead to missed opportunities for optimization and revenue growth.

Ignoring The Settings for Data Retention

Make sure to review and update your data retention settings for GA4 as they differ from those in Universal Analytics. It’s important to do this to avoid any loss of data.

Absence of Use of Debugging Tools

Make sure to utilize the debugging tools provided by GA4 to identify and resolve any problems with your tracking configuration. 

The New Reporting Features are Ignored

Make sure to take advantage of GA4 reporting capabilities, such as the Analysis Hub. It can be utilized for generating reports. By exploring these characteristics you can extract information from your data.

Not Educating Your Staff

GA4 represents a departure from Universal Analytics. Ensure that your team receives training on the features and functionalities. Investing in training will enable your crew to utilize the potential of GA4.


Incorporating Google Analytics, specifically GA4, into your hotel’s toolkit is a transformative step. Therefore, steering clear of common mistakes furnishes invaluable insights into consumer behavior and craft data-driven marketing strategies that elevate customer satisfaction and bolster your brand’s visibility. 

By wholeheartedly embracing Google Analytics for Hotels, you’re not just making decisions; you’re making decisions grounded in precise data analytics, ultimately propelling your hotel’s performance to new heights.

Frequently Asked Questions

Hotels, for instance, can utilize data analytics to pinpoint trends in bookings and improve room pricing, inventory, and personnel levels. To enhance menu options and personalize client experiences, restaurants can examine data on patron preferences, dining habits, and comments.

Google’s hotel search makes it easier to find, evaluate, and reserve lodging for your vacation.

Hospitality analytics refers to the use of data analytics in the hospitality industry and its numerous functions. Through efficient data collection and analysis, hospitality analytics may assist a firm in boosting client loyalty, revenue, and market presence.

To maximize the benefits of GA4 Google Analytics for hotels, it’s important to avoid these errors. By setting it up and having a grasp of its features GA4 can offer valuable insights to enhance your online presence and marketing strategies. SATUVISION specializes in helping hotels and other businesses in the hospitality industry increase their online presence and reach their target audience effectively. Turn data into actionable strategies with our specialized GA4 services for hotels. Discover more about our exclusive services now!

Get a Custom GA4 Audit for Your Hotel’s Website!

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