Case Study: Fairmont Raffles Hotels International achieves accurate Twitter attribution and higher social media conversions with Google Analytics Solutions

Fairmont Hotels harness the power of Google Analytics to optimize social media marketing

Fairmont Hotels & Resorts, a luxury hotel company with more than 60 properties worldwide, needed a clearer view of how Twitter drove traffic and bookings. The challenge was that many clicks came from mobile apps, desktop clients, or forwarded links, so visits that originated from Twitter were often misattributed as direct or other referrals and couldn’t be measured reliably.

Fairmont implemented Google Analytics campaign tracking (UTM) tags on tweet links, used URL shorteners to save characters, and applied advanced segments to isolate campaign traffic. As a result they can distinguish campaign vs. organic tweets, see visits, bounce rates, new visitors and conversion/revenue data for each post, and use those insights to optimize social media content and spending.

Fairmont Raffles Hotels International

Barbara Pezzi

Director of Analytics and Search Optimization, Fairmont Raffles Hotels International