Case Study: Skyscanner achieves accelerated insights and 30–40% mobile conversion gains with Google Analytics Solutions

Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner

Skyscanner, the leading global travel search company serving about 40 million users monthly, needed more granular, faster analysis of anonymous customer behavior across markets, devices and marketing channels. Standard Google Analytics 360 reports and APIs gave high-level insights but couldn’t deliver unsampled, flexible analyses to measure the impact of specific site features or to build detailed user cohorts for product optimization.

Skyscanner integrated Google Analytics 360 with BigQuery and used Tableau and Python to run queries, power daily dashboards and automate cost-efficient aggregations. The setup enabled deeper, faster cohort and channel analyses, reduced sampling and operational friction, and helped lift smartphone and tablet conversion rates by 30–40% over six months, while creating a foundation for future ML-driven segmentation.

Skyscanner

Mark Shilton

Principal Analyst