Flywheel News | June 2024 Hotel Digital Marketing News | GCommerce

  1. Google improves GA4 attribution models for better paid search conversion tracking

Google has updated its GA4 attribution models to more accurately assign conversions to paid search campaigns. Previously, some conversions were incorrectly attributed to organic search due to issues with the 'gclid' parameter in single-page applications. This update ensures that campaign information is correctly captured and attributed to paid search, potentially increasing the number of conversions reported for these campaigns. Learn more here.

  1. The crucial importance of owning your website

Having a robust online presence is not just advantageous- it's essential. While social media platforms offer visibility and engagement, they shouldn't be your sole digital outpost. Instead, owning your website is paramount for establishing credibility, control, and long-term success online. Discover the top reasons why owning your website is crucial for your property.

  1. Meta accelerates GA4 integration, highlights 22% surge in conversions

Meta is encouraging advertisers to integrate Google Analytics 4 (GA4) data, claiming a 22% boost in conversions from improved campaign performance. This integration allows for better tracking of ad influence on website traffic and user behavior. Despite its benefits, GA4 has limitations, including privacy regulations and challenges with longer sales cycles.For more details, you can read the full article here.

  1. Which ad performed best? Can you guess?

Facebook ads are a powerful tool for businesses to reach their target audience through personalized and engaging content, but selecting the perfect elements for an ad is like finding the missing puzzle piece to campaign success. Take a look at these Facebook ad variations and see if you can guess which one outperformed the others? Discover more here.

  1. Facebook experiments with 'Clear Mode' for enhanced reels viewing experience

Facebook is testing a "Clear Mode" for Reels, aimed at providing a cleaner, less cluttered viewing experience by removing on-screen distractions. This feature is currently in limited testing and could enhance user engagement by focusing solely on the content. Check out the full article, here.

  1. Google transitions hotel ads to AI-Driven bidding strategies

Google is transitioning its hotel ads to AI-powered bidding strategies, phasing out commission-based bidding by October 2024. The new strategies, including target Return on Ad Spend (tROAS) and expanded Performance Max, aim to optimize ad performance using AI and adapt to a privacy-focused advertising environment. Learn more here. 

  1. California Assembly Bill No. 537 goes into effect

Starting July 1st, California’s Assembly Bill No. 537 goes into effect. This requires transparency in pricing. It applies to displaying rates to travelers in California, and applies even if your property is located outside of California. All advertised room rates must include mandatory fees, excluding government taxes - so no more hidden resort fees or charges. Our advertising that features rates and metasearch, is already updating to be in compliance with this law but it’s important for you to consult your legal counsel and ensure your website/other channels are in compliance.

  1. Google consent mode updates

Google has launched consent mode v2. This is an update to their consent mode tag setting that allows your website visitors' cookie preferences to be passed via their selections on your domain’s cookie banner/consent management platform to Google’s suite of ad products, such as Google Ads and Google Marketing Platform. You can learn more about the details of consent mode here.