How guests find you (isn’t always what you think)

I recently stayed at a hotel that I found through a print ad (as much as I love digital, sometimes print still works).

I then tried to book the hotel via the website but had issues with adding a cot (1 room, 3 people etc).

So I then made the booking over the phone...

(Print ads and phone call bookings making me feel like I'm moving back in time)

But that's not the point.

The point is, how do they know I made the booking because of the print ad and can validate the ROAS?

They never asked me so they won't know.

This tiny example shows how important getting the data is.

Because there can be a huge difference between how guests find you and how they actually purchase.

And you can only improve what you measure.

When you know the difference you can do something about it.