Case Study: Skyscanner achieves 30–40% mobile conversion lift and faster, deeper insights with Google Cloud Platform

Integrating Google Analytics 360 and BigQuery improves efficiency and insights for Skyscanner

Skyscanner, the global travel search leader serving over 40 million users a month, needed deeper, unsampled insight into anonymized user behavior than standard Google Analytics reports or APIs could provide. The team wanted detailed cohort analysis, the ability to compare users who did or didn’t use specific features, and drilldowns by market, device and marketing channel to better optimize product and marketing decisions.

By integrating Google Analytics 360 with BigQuery and using Tableau and Python for reporting and automation, Skyscanner accelerated investigations and built daily unsampled dashboards and cohort analyses. The solution reduced query costs via automated aggregations, made it easier to isolate marketing versus site-change effects, and drove stronger outcomes — including 30–40% conversion-rate improvements on smartphone and tablet devices over six months — while paving the way for future machine-learning segmentation.

Skyscanner

Mark Shilton

Principal Analyst