Score

Is your social media actually driving bookings?

I’d give an estimate based on traffic, engagement, or overall bookings

I could pull a number from our performance reports

I could provide a verified number backed by reconciled tracking data

1. If someone asked you today how many bookings social media generated last month, what would you say?

Based on engagement or traffic performance

Based on ROAS, cost per booking and revenue trends

2. How do you decide where and when to invest in paid social?

Most campaigns aren’t set up in a way that makes performance easy to measure

Some campaigns are set up for tracking, but naming or structure varies

Most campaigns follow a consistent setup that allows us to measure performance

All campaigns follow a clear and consistent tracking structure, making performance easy to analyse

3. If we audited your last 10 campaigns, how consistent would the UTM structure be?

We don’t run remarketing campaigns at the moment

We retarget everyone who visited our website

We retarget users based on specific booking actions (e.g., availability checks or room views)

We segment remarketing audiences based on booking intent signals and adjust messaging based on booking window behaviour

4. How do you currently approach remarketing for users who showed booking intent?

We might look at likes or reach, but we're not connecting it back to bookings

We do look at it from time to time, but we're limited by our tracking setup and the data isn't always reliable

We review it regularly and have a reasonable view of what's working, though it doesn't always influence our creative decisions as quickly as it should

We consistently track creative performance back to bookings and use that to inform every campaign