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

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...

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

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...