In a previous post about user search data, we talked about how airlines can use this data to provide more relevant experiences to customers visiting their online channels. We make this data available to our customers through the FareNet Dashboards.
In our Business Intelligence Reporting Suite for Airlines, we count a search when any user sees the Booking Engine Flight Results page for a selected route (see KPI Glossary).
However, counting searches depends on how the FareNet pixel collects user search data from the Flight Results Page. In an ideal scenario, the FareNet pixel collects this data every time a user performs a flight search. In reality, the FareNet pixel may be set to only collect when an actual flight is available, the user proceeds to the next Passenger Details step, or in a specific market. This can lead to underreporting of the Searches metric.
What we are doing to improve the Searches metric
We are upgrading all Flight Results FareNet pixels with the following changes:
- Count a search when the pixel was triggered, even when a Flight is not available. For that, we are populating the field “isSoldOut” either as true or false.
- Count a search when the pixel is placed on the Flight Results Page, even when it is set to collect fare information after the user has made a selection.
In addition, we are developing an additional Searches FareNet pixel that can be placed by our customers on relevant pages that do not have the current FareNet pixel, but will help us determine if a Search occurred (see below).
What you can do to improve the Searches metric
To improve the Searches metric, airlines should take the following steps:
Place the Searches FareNet pixel on pages where users are redirected to if a Flight is not available. This includes:
- Error Pages
- Calendar Pages
- Home Pages
Add the Searches FareNet pixel to the Flight Results Page if the current FareNet pixel is set to only fire on the Passenger Details page.
Improving the Searches metric will provide more accurate information about what users are searching for. This will make the insights currently gathered from user behavior data even more powerful.
How to request a Searches FareNet pixel
If you have any questions about the Searches FareNet pixel or would like to request one, please reach out to your Customer Success Manager.