Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for Things to Do
Analytics for Things to Do in Australia
Attractions sell on short notice: a family decides on Friday night, a visitor on the morning itself. Analytics follows each ticket, voucher and group request back to the search or ad behind it, shows how many days passed before the visit and reveals which campaigns fill empty time slots.
For attractions, tour operators and experience venues that want tickets and group bookings tied to their source, with honest limits on marketplace sales.
What counts as a result for an attraction or tour
Context from how your customers search, compare and book.
The main result is a paid ticket, but the details matter. How many people were in the party, which day and time slot they chose, how far ahead they booked and whether it was a gift voucher or a group request all change what a sale is worth. Reports built on clicks alone cannot answer which source fills the slots that stay empty.
Lead time is short. Many visitors search, compare two or three options and buy on the same day. That means a campaign may look weak in the first week but strong at the weekend, so we record both the booking date and the visit date, and show how long each source takes to turn into a ticket.
Weather and school calendars shape everything. A rainy Saturday can double indoor demand and empty an outdoor tour. Setting daily results beside the forecast, holidays and local events helps an owner see what spend produced and what the weather did anyway, instead of crediting every busy day to an ad.
Some sales are out of sight. Tickets sold on big travel marketplaces and by hotel desks arrive with limited source data, and a walk-up purchase leaves no click at all. We show those channels separately, estimate with a visitor question at arrival and label every figure that is a guess.
Who this tracking is for
groups Customer segments
- person Attractions that struggle to fill midweek and off-peak time slots
- person Tour operators who sell directly and through marketplaces
- person Venues selling timed tickets with a hard capacity per slot
- person Teams running seasonal campaigns for holidays and rainy days
psychology What drives their decision
- check_circle Tickets, vouchers and groups counted separately
- check_circle Booking date and visit date on every sale
- check_circle Fill rate by time slot
- check_circle Direct sales shown apart from marketplace sales
How we deliver Analytics
A clear, repeatable process built around how things to do customers search and decide.
1
Agree the events
We list what counts as a result: ticket sold, voucher sold, group request, call asking about space and map directions tap. For each we record party size and value, so reports show revenue and head count, not only the number of orders.
2
Tag the booking path
The ticket page, date and time pick, basket and confirmation are marked as events. Where the booking system sits on another address, the source is passed across so a sale is credited to the right search or ad and not to direct.
3
Add call and message tracking
Tracking numbers on the site, listing and ads log calls by source and length, including same-day calls asking if there is space. Group requests from forms are tagged by party size and date so sales staff can follow them quickly.
4
Link results to the calendar
We place daily bookings beside weather, school breaks, public holidays and local events. This separates what campaigns achieved from what a sunny weekend would have done anyway, and highlights slots that stay empty on both.
5
Report and reallocate
Each month you get a short report: tickets by source, revenue per spend, fill rate by slot, direct versus marketplace sales and lead time. We suggest one or two moves, such as shifting spend to empty weekday slots, and flag figures that are too small to rely on.
monitoring
What Things to Do Analytics includes
See which channels bring real enquiries and new customers in Australia
- check_circle Event list and tracking setup
- check_circle Call, form and booking log
- check_circle Monthly operator report
- check_circle Weather and holiday view
- check_circle Spend review in plain words
What you can expect
- verified You know which search, ad or listing sold each ticket
- verified Revenue per spend replaces vague click counts
- verified Empty time slots are visible and can be targeted
- verified Same-day calls and group requests are tracked to source
- verified Direct and marketplace sales are never confused
- verified Campaigns are judged against weather and holiday effects
Deliverables you receive
inventory_2 A list of attraction events: ticket, voucher, group, call and directions, with party size and value
inventory_2 Booking path tracking from date pick to confirmation, tested on mobile
inventory_2 Call and form tracking by source, including same-day space calls
inventory_2 A daily results view beside weather, school breaks and holidays
inventory_2 A monthly report with revenue per spend, fill rate and lead time
inventory_2 A visitor question at arrival to estimate walk-up and marketplace sources
Technical approach
The mechanics behind Analytics for things to do, explained plainly.
Booking system hand-off
Most operators sell through a hosted ticket system. We carry the source and campaign details across the hand-off, confirm the sale event fires once only and check that refunds and weather changes update the numbers rather than inflating them.
Revenue and party size
Each sale event carries its value and number of people. This lets reports show revenue per spend and cost per head, which is fairer for attractions where a family of five and a couple look the same as one order.
Marketplace and desk sales
Sales through marketplaces and hotel desks often report by day, without source detail. We import their totals separately, compare them to direct sales on the same days and show the split, so nobody mistakes a marketplace spike for an ad result.
What Things to Do analytics setup costs
Things to Do analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from analytics
The first weeks fix the counts. After that, the calendar shows you where to push.
Days 1 to 14
Events are agreed, the ticket path and call tracking are installed and tested, and duplicate or broken tags are removed. We run test purchases on mobile, including a gift voucher and a group request.
Weeks 3 to 8
The first report arrives with tickets, revenue and calls by source and the fill rate for each slot. Empty times become visible. We set up the weather and holiday view and suggest the first small shifts in spend.
Months 3 to 6 and beyond
Several weeks or months of data show patterns across school breaks and weather. Lead times by source become clear, and marketplace share is tracked. No sales figures are promised, and small samples are marked as such.
Other Things to Do marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
What should an attraction measure first? expand_more
Tickets and revenue by source, fill rate by time slot, calls and group requests, and the gap between booking date and visit date. Those show whether spend fills things to do that would otherwise sit empty.
Can you track marketplace sales? expand_more
Only in part. Marketplaces selling things to do report totals by day and often hide the source, so we import those totals, show them beside direct sales and label any estimate, so that nobody takes credit for sales the ad did not make.
How do you handle weather? expand_more
We place daily results beside the forecast and local calendars so you can see what weather did. A rainy day lifting indoor things to do is not the same as a good ad, and the report says which is which.
What about people who just walk up? expand_more
Walk-up buyers of things to do leave no click. We ask a quick question at arrival, such as how did you hear of us, and show those answers beside the digital data as a rough check on walk-up sources.
Can you tell locals from visitors? expand_more
Partly. Where the booking system captures a home area or the ad targeted one group, we split results on that basis. We do not collect more than we need, and we label rough estimates as such.
What if our booking system is limited? expand_more
Many small sellers of things to do use basic tools. We check what yours can send, use confirmation pages and call logs where it cannot and tell you which figures will stay estimates, without pretending to a precision we cannot reach.
How soon is the report useful? expand_more
A first view arrives within weeks, but things to do vary by season, so a fair picture takes a full holiday cycle. We flag any number that is too small to base a decision on.
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