Hotel ads reporting metrics are now available in Google Ads. You can view key performance data at the account, campaign, and ad group level.
Note: You can't view hotel group metrics in Report Editor, but you can view Hotel ID metrics. If you want to view hotel group metrics, click 'Hotel groups' in the page menu.
The Report Editor also contains key hotel attributes which you can view in a customised report.
Report Editor metrics
The Google Ads Report Editor now supports hotel attributes. You can create custom reports using many of the featured metrics. The following table provides a list of available hotel attributes found in the Report Editor, along with the definition of each metric.
| Report Editor metrics | Metric definition |
| Advanced booking | This is the number of days in advance that the traveller wants to book the hotel. For example, if the traveller books on 15 August for a stay that begins on 25 August, the advanced booking number is 10. This is based on attributes when the search was made and not conversion-time attributes. |
| Check-in date | This is the specific date that the traveller intends to begin their stay at the hotel. This is based on attributes when the search was made and not conversion-time attributes. |
| Check-in day of week | This is the day of the week, such as Wednesday or Friday, that the traveller intends to begin their stay at the hotel. This is based on attributes when the search was made and not conversion-time attributes. |
| Clicks | The number of times an ad was clicked by people |
| Conversions | An action that you've defined as valuable to your business after a traveller interacts with your ad (such as online booking) |
| Cost | This is the cost of a single interaction with your ad, such as a click, a conversion or a view. You define the type of interaction and the cost in your campaign settings. |
| Country/Territory | The country or region where the traveller is located |
| Traveller-set dates | This identifies whether a traveller sets specific travel dates or uses the default dates set by Google. |
| Device | The type of device the traveller is using to search for hotels, such as mobile, desktop or tablet |
| Hotel Centre account ID | This is a unique number representing a partner account in Hotel Centre. This was formerly known as partner ID. Your account ID and partner name can be found in the Hotel Centre 'Account settings' page. |
| Hotel eligible impressions | This is the total number of opportunities your hotel ad was eligible to show (entered the auction) based on the targeting criteria over the specified time period.
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| Hotel ID | This is the unique identifier of the hotel. Hotel ID is assigned by the partner when creating the hotel list. This is based on attributes when the search was made and not conversion-time attributes. |
| Impressions | An impression is counted each time your ad is shown on a search results page or other sites on the Google Network. |
| Length of stay | This is the number of nights the traveller has selected to stay for. This is based on attributes when the search was made and not conversion-time attributes. |
| Price bucket | This describes how competitive your room rate was.
UNSPECIFIED in the Google Ads API. Additionally, for auctions where your bid was too low or you were over budget, we return UNSPECIFIED in the Google Ads API. |
| Hotel rate rule ID | This is the identifier of any special price that was clicked on. Travel advertisers can apply conditional rates to specific customers, devices and countries. For example, you can set a special price for loyalty members or a discount for mobile users. |
| Hotel rate type | This is the type of rate: Public, private or conditional. Review the terminology in Hotel Centre. |
| Hotel class | This ranges from 0-star (class not specified) to 5-star. Hotel class is identified by Google and represents the hotel's level of service, not its customer-review rating. |
| Hotel country | The country or broad geographic region of the hotel |
| Hotel state | This is the state or region in a country where the hotel is located. This is only available after subdividing by country or region. |
| Hotel city | This is the city that the hotel is located in. You can only subdivide by city after subdividing by country and state. |
| Avg. lead value | This is the average cost of the stay (including taxes and fees), based on impressions resulting in clicks. Only those impressions resulting in a click (from any advertiser in the auction) are included in the average. |
| Hotel price difference % | This is the percentage difference between your average daily price and the average cheapest daily price of your competitors. The hotel price difference may not be defined if the number of impressions with a competitor is zero. |
Key performance metrics
The following metrics can be found within your Google Ads performance data at the account, campaign or ad group level. To view this data in your Google Ads reporting, you can modify columns to select these metrics.
| Column name | Metric definition |
| All conv. value | The combined value for each conversion action |
| Search abs. top IS (Impression Share) | This is the number of impressions where your ad was in the absolute top location (the very first ad in the hotel ads booking module) divided by the estimated number of impressions you were eligible to compete for in the top location. |
| Search impr. share | The percentage of impressions that your ads received compared to the total number of impressions that your ads were eligible for |
| Search top IS (Impression Share) | This is the impressions you've received in the top position compared to the estimated number of impressions you were eligible to compete for in the top position. |
| Search lost impression share (rank) | This estimates how often your ad didn't show anywhere in the hotel ads booking module, including the unexpanded menu slot, due to poor ad rank. |
| Search lost impression share (budget) | Estimates how often your ad didn't show in the hotel ads booking module because you ran out of budget |
| Price bucket | This describes how competitive your room rate was.
UNSPECIFIED in the Google Ads API. Additionally, for auctions where your bid was too low or you were over budget, we return UNSPECIFIED in the Google Ads API. |
| Hotel price difference percentage | This is the percentage difference between your average daily price and the average cheapest daily price of your competitors. The hotel price difference may not be defined if the number of impressions with a competitor is zero. |
| Click share | The clicks that you've received on the Search Network divided by the estimated maximum number of clicks that you could've received |
Related links
- Create custom reports in Report Editor
- Account, campaign and ad group performance
- See performance of hotel groups
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