• Sessions: The total number of visits to your website during the selected date range. A single session includes all activity by a user within a set period (usually 30 minutes of inactivity ends a session).
• Page Views: The total number of pages viewed on your site, including repeated views of the same page by the same user.
• Pages Per Session: The average number of pages a user visits during one session. This helps measure how engaging or navigable your site is.
• Engagement Rate: The percentage of sessions that included meaningful user interaction — such as clicking links, viewing multiple pages, completing forms, or other tracked events.
• Average Session Duration: The average length of time visitors spend on your site in a single session. This is a strong indicator of engagement and content relevance.
• Users: The total number of unique individuals who visited your website during the selected date range (based on browser and device IDs).
• New Users: The number of first-time visitors to your website within the selected time period.
• Website Leads: The number of leads generated through your website, typically from completed contact forms, quote requests, or other lead-generation forms.
• Bookings: The number of confirmed reservations, appointments, or transactions made directly through your website.
• Revenue: The total monetary value generated from online sales, bookings, or other transactions completed through your website during the selected period.
• Conversion Rate (Conv. Rate): The percentage of website visitors who complete a desired action (e.g., booking, form submission, purchase) out of the total visitors.  
• Group Leads: The number of leads generated specifically for group-related bookings or inquiries (e.g., event spaces, group travel, corporate bookings).
• Visit to Look: A metric showing the ratio of total website visits to the number of times users viewed specific offers, rooms, or product details. This helps measure how effectively your site converts general visits into product interest.
• ADR (Average Daily Rate): In hospitality, ADR represents the average revenue earned per occupied room per day.
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Hard Conversions

The Hard Conversions widget tracks the number of high-value, revenue-driving actions completed on your website. These are considered primary business objectives—for example, confirmed bookings, request forms, or subscriptions. Monitoring these KPIs helps you measure the effectiveness of your site in generating tangible business outcomes and identify opportunities to improve your conversion funnel.

• Total Hard Conversions: The combined total of all hard conversion actions (e.g., bookings, RFP submissions, email sign-ups, and contact form completions) during the selected time period.
• Booking Engine Entrances: The number of times visitors entered your booking engine from the website. This indicates strong purchase intent and is often the first step toward a completed booking.
• Email Subscribe Submissions: The number of visitors who submitted their email address via newsletter sign-up or email subscription forms. This metric reflects your ability to build a marketing list for future engagement.
• RFP (Request for Proposal) Submissions: The number of users who completed an RFP form, typically for group events, corporate bookings, or large-scale reservations. This is a key lead-generation channel for group sales.
• Contact Form Submissions: The number of times visitors submitted a general contact form on your website. These can represent direct inquiries, service requests, or sales opportunities.

Breakdown by Channel

The Breakdown by Channel widget displays how your website traffic, leads, bookings, and revenue are distributed across different marketing channels. This view helps you understand which sources drive the most valuable actions, so you can focus your marketing budget and efforts where they have the greatest impact.

A channel represents the path a visitor takes to arrive at your website, such as clicking on a search result, an ad, a link from another site, or typing your URL directly.

• Sessions: The total number of visits from each marketing channel during the selected date range.
• Website Leads: The number of leads generated from each channel — such as contact form submissions, quote requests, or newsletter sign-ups.
• Bookings: The number of confirmed reservations, purchases, or transactions originating from each channel.
• Revenue: The total monetary value generated from bookings or sales tied to each specific channel.
• Conversion Rate (Conv. Rate): The percentage of sessions from each channel that resulted in a conversion.
• Booking Engine Entrances: The number of times users from each channel entered your booking engine, indicating strong purchase intent.
• Common Marketing Channels Tracked
• Direct: Visitors who type your URL directly or use a saved bookmark.
• Organic Search: Visitors arriving through unpaid search engine results.
• Paid Search: Visitors clicking on paid search ads.
• Referral: Visitors from other websites linking to yours.
• Social (Paid & Organic): Traffic from social media platforms, both paid ads and unpaid posts.
• Email: Visitors from links in email campaigns.
• Display / Video: Visitors from display banner ads or video advertising campaigns.
• Shopping / Marketplace: Visitors from online shopping ads or platforms.
• Unassigned: Traffic that cannot be categorized into a known channel due to missing or incomplete tracking data.

Breakdown By Device Type

The Breakdown by Device Type widget shows how your website’s traffic, bookings, revenue, and conversion rate are distributed across different device categories. This insight helps you understand visitor behavior and optimize the user experience for the devices your audience uses most.

KPIs Available in the Breakdown by Device Type Widget

• Sessions: The total number of visits from each device type (mobile, desktop, tablet, smart TV) during the selected date range.
• Bookings: The number of confirmed reservations, purchases, or transactions completed from each device type.
• Revenue: The total monetary value of bookings or sales attributed to visitors using each device type.
• Conversion Rate (Conv. Rate): The percentage of sessions from each device type that resulted in a booking or other conversion.
• Device Types Tracked
• Mobile: Visitors using smartphones.
• Desktop: Visitors using traditional computers or laptops.
• Tablet: Visitors using tablet devices.
• Smart TV: Visitors browsing from internet-enabled TVs.

Soft Conversions

The Soft Conversions widget measures user engagement actions that indicate interest but are not direct revenue-generating events. These actions often serve as early indicators of potential leads and help track how well your website encourages visitors to interact with your brand. Monitoring soft conversions allows you to optimize engagement pathways that can lead to future hard conversions.

KPIs Available in the Soft Conversions Widget

• Total Soft Conversions: The combined total of all tracked soft conversion actions during the selected period.
• Outbound Clicks: The number of times visitors clicked a link on your website that led to an external site (e.g., partner websites, third-party booking platforms).
• PDF Downloads: The number of times visitors downloaded PDF resources from your website, such as brochures, menus, floor plans, or informational guides.
• Phone Calls Clicks: The number of times visitors clicked a phone number link to initiate a call (click-to-call action).
• Clicks on Social Icons: The number of times visitors clicked social media icons to visit your social profiles.
• Email Clicks: The number of times visitors clicked an email link to open their default email client and send a message.