How to set up Multi-currency in Google Analytics using Google Tag Manager – Airline Example

The success of any airline ecommerce manager is based on the ability to accurately measure the success or failure of their strategies. One of the elements that is most commonly overlooked is the proper measurement of multiple currencies. This is especially relevant for all ecommerce websites that use Google Analytics...

Are Airline Destination and Route Pages Doorway Pages? Spoiler Alert: No.

Recently, Google announced its intention to change the way its algorithm regards Doorway Pages. This prompted us to spend some time thinking about doorway pages in the context of our little universe of airlines. We asked ourselves the following question: would Google consider destination and route (O&D) pages on an airline’s...

Introduction to Mobile Strategies for Airlines

EveryMundo is frequently approached by airlines to help construct “a mobile strategy.” The immediate flaw in that request is the assumption that an airline only needs one strategy to address the volume and diversity of mobile users. Mobile customers can be placed into four general buckets, and any comprehensive airline...

Understanding the Impact of Non-Brand Search on Airline SEM Revenue

A typical airline report on SEM performance will show that the majority of revenue is generated by branded search queries (e.g., “american airlines flights”). Because Google Adwords attributes conversions back to the campaign that was last clicked, airline marketers must still determine how a flight searcher arrived at that brand...