Understanding your Website Performance Report

Your monthly performance report provides you with insight into how your website is performing and the actual revenue it is generating. This article will break down every section to help you get a full picture of how your website is performing.

SEO Performance Report


1.png “Sessions (visits)”

Visits refers to every time your website was viewed by a user, which means it could include multiple visits from one user.

If a user returns to your website after 30 minutes (or more!) of inactivity, it is counted as a new visit. Those visits can occur just 30 minutes later, or over several days or weeks later.

2.png Total Bookings (or Purchase Intent)

Based on our level of integration with your booking engine, this will either reflect the total number of completed bookings from your vanity site or the purchase intent. If we do not have full integration, the purchase intent is the number of visitors who converted to your booking engine. 

3.png Total or Estimated Revenue

This is the revenue generated by your Vizlly website in the last month, depending on your e-commerce tracking. If you have full e-commerce reporting set up, this number will be your actual total revenue. To ensure this number is accurate and we are properly tracking ROI, we recommend providing your Success Manager with regular revenue reports.


This chart tracks revenue over the last six months. If you have recently set up a Vizlly website, it is normal for the amounts prior to launch to show as zero.


Acquisition refers to how a visitor arrived on your website. This chart shows how many sessions (individual visits to the website, some of which could be the same user) as well as the actual revenue generated by that channel.

  • Organic Search – Traffic coming to your website from search engines. This includes Google, Yahoo! and Bing.
  • Direct – Traffic coming directly to your website, either through typing in your website’s URL or a bookmark.
  • Paid Search – Traffic coming from paid ads. See page 4 for more info.
  • Referral – Traffic coming from other websites that link to your website. Note that if you have your Wi-Fi landing page set to your website, it will be tracked as “referral” traffic.
  • Other – This may include a variety of sources, such as TripAdvisor, e-mail, and more.


This chart shows the different technologies people are using as they land on your website.

You will typically see a wide range of devices, which is why it’s so essential that your vanity website is mobile and tablet responsive. Your Vizlly website has a seamless experience across all devices. 

Desktop – All desktop computers (Apple, Windows, etc.)

Mobile – All mobile devices (Apple, Android, Google, etc.)

Tablet – All tablet devices (iPad, Surface, etc.)

Again, the table breaks down how many visitors came from each type of device, as well as how much revenue was generated by visitors on each type of device.


4.png Time on site is the average amount of time users spend on your website each time they visit it. A typical “time on page” is around a minute and a half to two minutes.

5.png  Pages per session refers to the total number of pages on your website that users are visiting while browsing your hotel’s website.

6.png Bounce rate: A user who lands on your website, views only one page and then leaves is called a “Bounce”. So, the bounce rate is the percentage of all single page visits to your website.

The industry average bounce rate for hotels is anywhere from 40 to 60%. Your vanity website’s success is measured based on revenue, therefore if someone views only one page and immediately exits to your booking engine, that will increase the bounce rate—which isn’t a bad thing if they’re still a lead! 

However, a very high bounce rate indicates that the content may not be relevant or engaging enough to the traffic your website is bringing in. Your bounce rate is one of the key metrics that helps us evaluate the quality of your traffic.


This table shows the top most-viewed pages on your website, with a breakdown of exactly how many views each page receives. This always excludes your home page.

This gives you an overview of pages that are resonating with travel shoppers. Leverage this information into new promotions and long-term strategy.


This table shows you the top 5 locations of visitors to your website. Knowing where people are searching for your hotel gives an indication of what kind of travel shoppers your website is successfully targeting.

PPC Performance Report

If you have pay-per-click advertising services as part of your marketing package with us, you will see the following sections.


7.png Sessions is the total number of people who clicked on your PPC ad and visited your website.

8.png Total Bookings is the total number of bookings completed that originated from paid ads.

9.png Conversion Rate is the percentage of people who saw an ad and then completed a booking on your website.


10.png The way pay-per-click (PPC) ads work, you don’t pay to display your ad: you pay each time your ad is clicked on. Advertising cost refers to how much you spent this month on clicks.

11.png  Your Total Revenue is the amount of revenue generated by visitors clicking on ads. This number is identical to revenue generated by “Paid search” acquisition channel earlier in your report. See the chart on page 2 to see the revenue breakdown.

12.png Your return on investment (ROI) is calculated by how much you spent vs how much you earned. This is the benchmark we use to measure performance.


Similar to your total revenue on page 1 of your report: this chart shows revenue generated exclusively by pay-per-click ads.

Metasearch Performance Report

If you have metasearch advertising services as part of your marketing package with us, you will see the following sections.


13.png The sessions (visits) shows how many people visited the website after clicking on your metasearch ad.

14.png Total bookings is the total number of individual bookings which originated from the metasearch campaign.

15.png The conversion rate calculates the rate at which visitors converted to book after clicking a metasearch ad.


 16.pngYour advertising cost is the total amount spent in the month to place and promote metasearch ads.

 17.pngYour total revenue is based on the e-commerce integration with your booking engine, and calculates the value of all bookings completed after clicking through a metasearch ad.

18.png Your return on investment (ROI) is calculated by how much you spent vs how much you earned. This is the benchmark we use to measure performance.


This chart shows the total revenue over the past six months, broken down by each metasearch channel.


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