Travel sales cycles are long—analytics must track assisted conversions, quote stages, and margin per channel, not last-click ecommerce only.
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Travel marketing analytics guide: https://europeantravelagencies.com/resources/digital-marketing/travel-marketing-analytics. Lead quality: https://europeantravelagencies.com/resources/digital-marketing/travel-lead-generation. Strategy: https://europeantravelagencies.com/resources/digital-marketing/travel-marketing.
Qualified quotes, cost per qualified quote, win rate, average trip value, and channel-assisted revenue. Separate branded vs non-branded SEO.
Event quote_submit, call clicks, and PDF downloads. Push UTM source into CRM for sales follow-up discipline.
Weekly paid search search terms; monthly SEO landing page trends; quarterly content refresh based on Search Console gaps.
Qualified quotes, CPA per quote, win rate, and revenue per channel.
CRM source fields, post-booking surveys, and modeled assists in GA4.
Track trade vs direct leads separately; fam trip ROI is indirect—use pipeline metrics.
GA4, Search Console, CRM, and SEO tools (Ahrefs/Semrush).
https://europeantravelagencies.com/resources/digital-marketing/travel-lead-generation