Google Analytics Account Setup Instructions for Airlines

(Last Updated On: January 6, 2017)

The correct set up of Google Analytics will allow for intelligent business decision-making and generation of insightful performance reports. Items that need to be addressed for properly configuring the Universal Analytics account include:

Follow the steps outlined below to get your airline tracking project started.  Using our guidelines will allow for accurate basic tracking within your account.

Account, Properties, Views & Filters

Properties & Views

Include three properties in the Airline Google Analytics Account with the following views:

Property View Description
Airline 1. All Website Data Contains no filters or modifications
2. Main Profile For reporting. Contains Internal IP Filters, Segments, Referral Exclusion List, Goals, Funnels, etc.
3. Booking Engine Uses Filters to display only Booking Flow Data
4. Mobile Site Uses Filters to display only Mobile Site Data
5. Loyalty Program Uses Filters to display only Loyalty Program Data
6. Ancillary Uses Filters to display only Ancillary Revenue Data
7. User ID Displays data from sessions in which you send unique ID and related data to Google Analytics
iOS App 1. All iOS App Data Contains no filters or modifications
2. Main Profile For reporting. Contains Internal IP Filters, Segments, Referral Exclusion List, Goals, Funnels, etc.
3. Loyalty Program Uses Filters to display only Loyalty Program Data
4. Ancillary Uses Filters to display only Ancillary Revenue Data
Android App 1. All Android App Data Contains no filters or modifications
2. Main Profile For reporting. Contains Internal IP Filters, Segments, Referral Exclusion List, Goals, Funnels, etc.
3. Loyalty Program Uses Filters to display only Loyalty Program Data
4. Ancillary Uses Filters to display only Ancillary Revenue Data
Tablet App 1. All Tablet App Data Contains no filters or modifications
2. Main Profile For reporting. Contains Internal IP Filters, Segments, Referral Exclusion List, Goals, Funnels, etc.
3. Loyalty Program Uses Filters to display only Loyalty Program Data
4. Ancillary Uses Filters to display only Ancillary Revenue Data

Filters

Use filters inside of a view to, for example, clean-up URLs and prevent tracking of Internal IPs.

Recommended Filters:

Rank Filter Name Filter Type Filter Information Views
1 Exclude Internal IP Exclude Predefined > Exclude traffic from the IP addresses that are equal to> XX.XXX.XXX.XX All views Except "All Website Data"
2 Lowercase – Request URI Lowercase Custom > Lowercase > Request URI All views Except "All Website Data"
3 Booking Engine Include Predefined > Include traffic from the sudomain > booking.airline Booking Engine
4 Mobile Include Predefined > Include traffic from the sudomain > m.airline Mobile
5 Millemiglia Include Predefined > Include traffic from  > http://airline.com/loyalty_program/ Loyalty Program
6 Ancillary Include Predefined > Include traffic from the sudomain > check-in.airline Ancillary
7 User ID Include Activate User ID View to only capture traffic of Cross-Device users User ID

Linked Accounts

Link Google AdWords and Search Console to Google Analytics in order to provide the highest value tracking.

Custom Dimensions

Create custom dimensions to collect and analyze the data most relevant to your account that Google Analytics does not automatically track. With the implementation of a Master Data Layer (MDL) on every page it is possible to easily create these custom dimensions

Recommended Custom Dimensions for Airlines:

Custom Dimension Description
Route Origin Airport Code - Destination Airport Code
Origin Origin Airport Code
Destination Destination Airport Code
Routes Searched Analyze discrepancy between routes searched and routes booked, for example.
Weather Analyze if there is a trend for flights bookings depending on weather conditions; use AdWords Scripts in SEM for weather based bidding

Advanced Segments

  • Advanced Segments are a fast way to pivot and compare data across different attributes and metrics
  • Advanced Segments are a way to include or exclude parts of data from the total data set
  • Unlike filters, Advanced Segments do not require a sub-profile, and there is no need to filter out good data
  • Advanced Segments will group elements that share the same characteristics

Recommended Advanced Segments for Airlines:

Custom Segment Explanation
Conversion Cohorts Visitors who convert over the course of several visits.
Converters Where the First Interaction was Organic Search Analyze visitors who were introduced to website via organic search and then went on to convert in that or a subsequent visit
Host Name Segment subdomains
Multi-visit Users Contrary to Returning Visits, this segment shows how many people returned to the website and not just their visits
Organic Search as Any Interaction Isolate visitors who have been to the site through organic search at least once in their visit history
Organic Search as First Interaction Analyze how organic search is contributing to the acquisition of new visitors
Site Edition Segment Language, Country site editions
Social Media as Any Interaction Identify visitors who have started a visit to website as result of a social media network
Social Media as First Interaction Analyze how social media is contributing to the acquisition of new visitors
Visitors Through Both Paid and Organic Search Demonstrates the interplay between organic and paid search by only showing those visitors who have been to your website through both a paid and organic search visit
Product Descriptions
The product names of items sold. These Advanced Segments will allow users to isolate revenue data from specific sources in Google Analytics Reports
One-Way Flight Revenue data that relates to purchase of one-way flight
Round-Trip Flight Revenue data that relates to purchase of round-trip flight
Multi-City Flight Revenue data that relates to purchase of multi-city flight
Economy Classic Revenue data that relates to Economy Classic Fare purchased (can be further segmented)
Economy Flex Revenue data that relates to Economy Flex Fare purchased (can be further segmented)
Premium Economy Revenue data that relates to Premium Economy Fare purchased (can be further segmented)
Business Classic Revenue data that relates to Business Classic Fare purchased (can be further segmented)
Business Flex Revenue data that relates to Business Flex Fare purchased (can be further segmented)
Domestic Revenue data that relates to purchase of domestic flight
International Revenue data that relates to purchase of international flight
Intercontinental Revenue data that relates to purchase of intercontinental flight

Example of Advanced Segment: Site Edition

  • The Advanced Segment displayed below shows data only relevant to the the /it_it/ site edition from the core Airline website
  • This Advanced Segment only includes www.Airline.com data, it will not show any other subdomains’ information

Goals & Funnel Visualization

  • Goals measure how well the website or app reaches the intended objectives which do not necessarily need to be monetary. A goal represents a completed activity (Conversion).
  • Funnels are set up in addition to understand the behavior flow to reach the goal

Example of Funnel Visualization

Example of Goals for Airlines

Recommended Goals Funnel Steps (Example - depending on each airline site)
Booking Flow 1. Choose Flight
2. Passenger Information
3. Personalize Flight
4. Purchase Ticket
5. Payment Recipt
Flight Booking from Home Page 1. Home Page
Next Steps of Booking Flow
Flight Booking from Offers Page 1. Offers Page
2. Histogram Page
Next Steps of Booking Flow

Example of Goal & Funnel Visualization Set Up: Booking Flow

This Goal will measure completed bookings in the booking engine.

The Funnel is setup with the landing pages the visitor needs to go through to complete a booking.

Considerations

The easiest way to set up a goal and funnel is based on unique URLs for every step. However, various airline websites have an issue where the URL is identical in two or more of the steps.  For example, the Error Message URL for Payment Page is the same as Payment Page URL.

In that case, Virtual Pageviews allow for tracking two different URLs for these two pages which then allows for creating easily a correct funnel.

Events

Events are a way to measure user interactions on a website and track how users engage with content and action items.

Recommended Events Description
Login, Logout of Awards System Loyalty Program
Banner/Widget Tracking When the user engages with Banners and Widgets
Signing up for a Newsletter The visitor signs up for Airline’s Newsletter
Click to Call Mobile event. Visitor clicks on the phone in the website
Downloads The client downloads any kind of PDF
Form submissions Any particular form that is submitted trough the website

 Exclude Search Terms from Organic Search Traffic

  • Certain search terms can be excluded from appearing in the organic search reports
  • Add the terms to be excluded on the Search Term Exclusion List under Tracking Info
  • Terms included in this list will be tracked as direct traffic in Google Analytics and be excluded as Organic Keywords in the Organic Search Reports
Keyword Exclusions GA
Keyword Exclusions in Google Analytics
  • One use case is to track only Non-Brand Revenue from Organic Search; Brand searches would be counted as direct traffic
  • Note: All data in the property will be permanently altered; therefore, the implementation of search term exclusion lists should be evaluated carefully

Analytics Notifications

These notifications appear when GA detects some errors in the configuration, or if there are any improvements that can be made to the account.

These instructions will help in the initial setup of your tracking project using Google Analytics.  If you have any questions or need some assistance in your setup you can contact us here.

 

Katharina Warzel
Katharina Warzel

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