Online marketing in tourism needs reliable data

Data protection

The association attaches great importance to the responsible and legally compliant handling of user data. This has always led to challenges when dealing with Google Analytics. In contrast, etracker, as a European provider, is known for its data protection compliance and demonstrably does not require consent.

Real numbers

Figures on campaign clicks and extrapolated conversions are not enough to successfully market the region. With etracker, the association receives detailed reports based on real measurements. The conversion rates of Google Analytics proved to be +120% distorted compared to etracker analytics.

Performance measurement

As a company under public law, it is the association’s responsibility to handle the advertising budget efficiently and use it in a targeted manner. etracker not only enables the performance of online marketing campaigns to be analyzed precisely, but also allows agency performance to be monitored.

Campaign management

The association also benefits from the etracker database with all measured conversions in bid management, regardless of consent. Conversions are automatically uploaded to Google Ads, Microsoft Ads and Meta via Conversion Upload, thus fueling their smart bidding strategies.

The introduction of etracker analytics led to a significant increase in online bookings and website traffic. It has also simplified the day-to-day business of online marketing enormously. It led to targeting the “right” guests for the region and working with “real” data in the analysis and not relying on estimates from other solutions or evaluations from agencies.