Case Study: On the Beach achieves 25% growth in ROI and increased sales with Google Analytics Solutions

On the Beach uses attribution to gain increased sales and 25% growth in ROI

On the Beach, a leading UK online travel agency offering millions of seats and thousands of hotels, needed to understand the true value of generic (non-brand) search in a competitive market where it doesn’t run TV ads. Relying on a last-click attribution model left generic search undervalued, making it hard to optimise search spend for return on investment.

Working with Google, the team tested multiple attribution models using AdWords Search Funnels and Google Analytics Multi‑Channel Funnels, then adopted a position‑based custom model and reallocated budget toward high‑value generic keywords. The change drove more traffic, increased holiday sales and market share, and delivered a 25% uplift in ROI between Q1 and Q2 2012.

On the Beach

Chris Dalrymple

Head of E-Commerce, On the Beach