How Restaurants Can Use Their Performance Dashboard
No matter what you’re investing — time, money, or both — it’s important to know how your investment is paying off. Learn how to measure your success on Tripadvisor with this overview.
Once you’ve claimed your Tripadvisor listing, you can see how your listing is performing in several places, including your Management Center Homepage, your Performance Dashboard, and your Ads Dashboard. Today, we’ll specifically walk through how to read your Performance Dashboard and how those metrics are important for your business.
Once you log in, access the dashboard by choosing “Performance Dashboard” under the “Performance” tab.
At the top of the page, see an at-a-glance overview of the status of your restaurant on Tripadvisor. This includes:
- Tripadvisor Rating: Your current bubble rating, out of 5 possible bubbles. This is calculated as the average of all the ratings your diners give you when they review your restaurant on Tripadvisor.
- Tripadvisor Ranking: This shows your current popularity ranking for your location. For a more detailed explanation on what goes into determining your ranking, click here.
- Total Photos: This shows how many photos you have on your listing, including what percentage you’ve uploaded as a Management Photo.
- Total Reviews: This shows the number of reviews your restaurant has received. This also shows how many of those reviews you have responded to with a Management Response.
Property Page Visitors
Next, this chart gives you a month-by-month overview of the traffic to your listing. On a technical level, this charts your unique visits to your page. This means each data point represents one person that has visited your listing. You can change the time period for the chart by toggling the blue button in the top right corner of the section.
The blue represents traffic from mobile devices and the green represents traffic from desktop. This breakdown will tell you a lot about the type of person who’s looking for your restaurant. For example, if you have a lot of mobile traffic, it’s likely that more diners are deciding to come to your restaurant in the moment while nearby. But it’s also a good indicator of what kind of traffic you will receive to your website. If you are seeing a lot of mobile visitors to your Tripadvisor page, you’ll want to make sure your own website is optimized for mobile to make it easier for them browse and book.
More traffic to your Tripadvisor listing can mean more calls, clicks to your website, or clicks to make a reservation. One way to increase traffic to your listing is with Tripadvisor Ads, which you can learn about here.
Property Page Performance
Underneath your Page Visitors, this section dives deeper into some key metrics about your page. Similar to your Page Visitors, you can toggle the blue button in the top right corner of the section to change the time period for each metric.
This section shows:
- Page Visitors: The total number of visitors your restaurant listing received for a given time period. This is the same as what you see above in “Property Page Visitors,” but as a numeric value.
- Search Hits on Tripadvisor: This metric is available for Tripadvisor Premium subscribers. Often, the way diners use Tripadvisor is by searching for restaurants of a certain type near them. This tells you the number of times your restaurant appeared in these search results for a given time period.
- Visitor Saves: If your restaurant catches a diner’s eye, they can save it for easy reference later. This is the total number of diners who saved your restaurant listing during a given time period.
Your dashboard is color-coded so that you can easily see what metrics need your attention. If the number is in green, it means the metric has moved in a positive since the previous time period. If the number is in orange, however, the metric has declined since the previous time period. In this way, you can see at-a-glance where to focus your energy and improve your performance.
Review performance gives you a snapshot about the reviews on your page. Here, you’ll be able to see:
- New Reviews: This shows the number of new reviews you’ve received during a given time period. The text underneath shows how many of those new reviews you’ve responded with a Management Response.
- Viewed Your Favorite Review: This shows how many visitors to your page viewed your Favorite Review. Available for Tripadvisor Premium subscribers, Favorite Review allows you to choose a review to highlight under the Reviews section.
These metrics show how many reviews you have, but it’s also important to dig into what they contain. Think about your reviews not only as real-time feedback, but as a critical marketing tool. An average of 90% of respondents said that the reviews on Tripadvisor matched their dining experience in a recent survey, making your reviews an online version of word-of-mouth.
Because reviews matter so much to potential diners, it’s important to respond to reviews with a Management Response. Doing so directly contributes to a potential diner’s perception of your restaurant. In the same survey, up to 94% of respondents in some markets indicated that they have read a Management Response to a Tripadvisor review, with the majority noting that they found it helpful and that it encouraged them to try a restaurant. Not sure how to get started? Read our tips here.
You’ll find your photo metrics in this section. Here you can see:
- Visitor Photo Uploads:This shows the number of new photos uploaded by diners to your Tripadvisor listing in a given time period, as well as the total number of diner photos.
- Viewed Your Photos: This shows the number of times diners have looked at your photos in a given time period.
Photos from your diners help drive new business, but your Management Photos can be critical as well. Businesses with at least one Management Photo saw 44% more engagement on their page and those with more than ten total photos saw nearly 96% more interaction with their page than those without. If you haven’t already uploaded your own Management Photos, you can do so by going to “Photos” under the “Manage Listing” tab in the Management Center.
Visitors Also Viewed
Finally, this section is your gateway to competitive intelligence. You can see which nearby restaurants visitors to your page often viewed. From there, Tripadvisor Premium customers canclick the blue “See Competitor Details” button to analyze their competitive landscape further.
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: 20 September 2018