Case Study: STA Travel understands digital’s impact on offline sales with Google Marketing Platform

Google Analytics 360 helps STA Travel weigh digital’s effect on offline sales

STA Travel, one of the world’s largest travel companies for students and young people, needed a better way to understand the true value of its digital marketing because most transactions happened in stores or over the phone. Google Marketing Platform helped the company address this challenge with Google Analytics 360, using the User ID feature to connect online activity with offline purchases.

Google Marketing Platform implemented Analytics 360’s User ID capability to measure online-to-offline behavior over 16 weeks, allowing STA Travel to link authenticated website users to offline sales. The results showed that organic search drove 40% of online-to-offline conversions and paid search drove 22%, while 4% of web traffic accounted for 26% of all offline conversions. STA Travel also found that highly engaged users contributed to 56% of offline bookings, and it has since begun using offline sales data to inform reporting, marketing strategy, and goal setting.

STA Travel