7 Ways to Measure Your Tripadvisor Ad Success

Whether you’re new to the world of advertising your restaurant or simply need a refresher, we’ve put together a comprehensive guide to the most important Tripadvisor Ad metrics you should know and why.

Once you’ve set up your Tripadvisor Ad, you’ll want to know whether or not your investment is paying off. You can see how you’re doing at a glance in the Management Center by choosing "Ads Performance" under the "Advertising" tab.

You’ll want to pay attention to these seven metrics. Here’s the breakdown on what they mean, why they’re important, and where to find them in your report.

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What It Is: Impressions measures how many times within your selected date range a potential diner saw your Tripadvisor Ad in a search result, list, or on individual restaurant listing pages on Tripadvisor. This represents the number of impressions you’ve received across your campaigns.

Why It’s Important: When we show your Ad, it doesn’t show to every single browser. It only shows to the most qualified potential diners — meaning, the people most likely to actually come to your restaurant. Think of your Impressions as the overall reach that your Ad has for those qualified diners on Tripadvisor’s site.

Curious what your Ad looks like to potential diners? Check out our Preview Tool by choosing "Preview Ad" under the "Advertising" tab in the Management Center.

Where You Can Find It: You can see this metric in the top left hand side of your performance report.

Clicks

What It Is: Clicks shows you how many people visited your Tripadvisor listing in the time period selected by clicking on your Tripadvisor Ad. This is in addition to the regular, or organic, traffic your page is already receiving. This number may not be the same as the number of clicks charged in a given billing period.

Why It’s Important: When we show your Ad, you only pay for the clicks you receive — so your Clicks tells you exactly what traffic you’re getting by purchasing a Tripadvisor Ad. More traffic to your page means that there are more potential diners who will call your number, visit your website, or book your restaurant.

Where You Can Find It: This metric appears to the right of your Impressions, in the very center of your performance report. You can also see a longer-term view of your Traffic from Ads at the bottom of the report in dark green.

Click-Through Rate

What It Is: Click-through rate is the percentage of clicks you received from all of the potential diners who saw your Ad. Click-through rate is calculated by dividing the Clicks by the number of Impressions you receive.

Why It’s Important: Click-through rate indicates how engaging your Ad is to potential diners. It tells you the likelihood that a potential diner will see your Tripadvisor listing after seeing your Ad.

One way to increase your click-through rate is to choose the best Primary Photo of your restaurant. This is the photo that appears next to your listing for your Ad and is the first photo that diners will see when they come to your listing. You can choose a new Primary Photo by:

  1. Logging in to the Management Center.
  2. Choosing "Photos" under the "Manage Listing" tab.
  3. One the left hand side, select "Primary Photo."
  4. To change the photo, click the orange "Change Photo" button in the bottom right hand corner.
  5. From there, select which photo you wish to use as your Primary Photo.
  6. If you don’t see a photo that you want to use, you can upload Management Photos by going to the "Management Photos" tab on the left hand side and selecting the blue "Add more photos" button.

Where You Can Find It: You can see this metric underneath your Impressions in your performance report.

Customer Actions from Ads

Boost from Ads

What It Is:Boost from Ads is the percentage increase of page views to your listing page that came from Ads within the period you selected.

Why It's Important:This shows the direct impact that your Ad campaigns have on the traffic to your listing. You can see exactly how much more traffic you're receiving as a result of your Tripadvisor Ads. You can see the percentage of organic traffic against your paid traffic below under the Page Views section.

Where You Can Find It:Boost from Ads is below Clicks, in the center of your performance report.

Billing Metrics

What It Is:You'll also be able to track two billing-related metrics on your performance dashboard. The first is Invoiced Clicks, which is the number of clicks charged on your invoice in a given billing period, which may not be the same as your total clicks. The second is Amount Spent, which reflects the amount charged to your account for your Ads campaign in a given billing period.

Why It's Important:Both of these metrics allow you to match your campaign performance with what appears on your invoice. You'll only be charged for the clicks you receive. Invoiced Clicks gives you a sense of how many clicks make up a charge on your invoice, while Amount Spent reflects that exact charge for a billing period.

Where You Can Find It:Invoiced Clicks and Amount Spent appear at the bottom of the Ads Performance section, below Click-through rate and Boost from Ads, respectively.

Amount Spent

What It Is:This reflects the amount charged to your account for your Ads campaign in a given billing period.

Why It's Important

What It Is: This shows how diners who came to your Tripadvisor listing from your Ad interacted with your page. These measure actions specifically from your Ad clicks and do not include additional actions from browsers who reach your page organically. It includes:

  • Reservation Clicks: If you use a booking tool like OpenTable or LaFourchette, you’ll be able to see how many people clicked on the reservation button on your Tripadvisor page.
  • Calls: If you include a phone number in your contact information, you’ll be able to see how many people clicked on the phone number as the result of your Tripadvisor Ad.
  • Map Clicks: This shows the number of people who looked for your restaurant on a map as the result of your Tripadvisor Ad.
  • Website Clicks: How many people visited your website as the result of your Tripadvisor Ad.
  • Menu Clicks: If you have uploaded a menu, then you can see the number of people who have looked at your menu on your Tripadvisor page as the result of your Tripadvisor Ad.

Why It’s Important: Customer actions are the strongest indicators that someone who saw a Tripadvisor Ad is likely to visit your restaurant in person. Whether they’ve made a reservation, looked for your restaurant on a map, or browsed through your menu offerings, these are visitors who are much, much more likely to actually eat at your restaurant and likely came in.

Where You Can Find It: See all of your customer actions on the far right hand side of your performance report.

What It Is: This shows how diners who came to your Tripadvisor listing from your Ad interacted with your page. These measure actions specifically from your Ad clicks and do not include additional actions from browsers who reach your page organically. It includes:

  • Reservation Clicks: If you use a booking tool like OpenTable or LaFourchette, you’ll be able to see how many people clicked on the reservation button on your Tripadvisor page.
  • Calls: If you include a phone number in your contact information, you’ll be able to see how many people clicked on the phone number as the result of your Tripadvisor Ad.
  • Map Clicks: This shows the number of people who looked for your restaurant on a map as the result of your Tripadvisor Ad.
  • Website Clicks: How many people visited your website as the result of your Tripadvisor Ad.
  • Menu Clicks: If you have uploaded a menu, then you can see the number of people who have looked at your menu on your Tripadvisor page as the result of your Tripadvisor Ad.

Why It’s Important: Customer actions are the strongest indicators that someone who saw a Tripadvisor Ad is likely to visit your restaurant in person. Whether they’ve made a reservation, looked for your restaurant on a map, or browsed through your menu offerings, these are visitors who are much, much more likely to actually eat at your restaurant and likely came in.

Where You Can Find It: See all of your customer actions on the far right hand side of your performance report.

Page Visits from Ads by Device Type

What It Is: This breakdown shows how diners are viewing your page from Ads: on mobile or desktop.

Why It’s Important: These percentages will tell you a lot about the type of person who’s looking for your restaurant. If they’re on the go and looking for something near them, they’re more likely to be on a mobile device. That’s a very different kind of person from someone planning the perfect date night from their desktop computer.

This also is a good indicator of what kind of traffic you will receive to your website. So if the majority of your Ad traffic is from a mobile device, make sure you’re also optimizing your website for mobile so you don’t lose a qualified potential customer from a poor navigational experience.

Where You Can Find It: You can see your device breakdown underneath the Customer Actions from Ads on the right-hand side of your performance report.

What It Is: Page Views shows how many unique people visited your listing page over time, broken down by Ads-driven traffic and organic, or non-Ads-driven traffic. Hover over each column to see an outline of your Page Views from Ads versus your Organic Page Views.

Why It’s Important: The dark green indicates how many more people came to your Tripadvisor listing as the result of your Tripadvisor Ad. By purchasing Ads, you can dramatically increase your page traffic — and the more traffic you receive, the more potential diners engage with your listing and become diners at your restaurant.

Where You Can Find It: See this chart at the bottom of your performance report.

Log in to the Management Center to see all these metrics and more

Log in to the Management Center to see all these metrics and more

Last Updated: 1 February 2020

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