SEO & Content
Airline analytics and booking measurement
GA4 plus GTM plus Looker
Measurement for an airline site: GA4 events, tag management, and a Looker Studio dashboard tracking the full journey from search to booking revenue by route.
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The brief
- Goal: see which markets, devices, and sources turn searches into bookings.
- Audience: marketing and revenue teams running campaigns.
- Scope: GA4 setup, GTM tagging, and a Looker Studio performance dashboard.
Method
01
Events
Defined flight-search, select-flight, and booking events with revenue.
02
Tags
Implemented GTM containers with source, medium, and route parameters.
03
Dashboard
Built an all-markets view: users, sessions, engagement, conversion, order value.
04
Routes
Added booking-revenue-by-route and device/session breakdowns.
Findings
- Full funnel from users to bookings visible per market.
- Route-level revenue shows which destinations deserve budget.
- Device and source splits reveal where the booking flow leaks.
Stack
GA4Google Tag ManagerLooker Studio
Next steps
- Add server-side tagging for booking reliability.
- Build route-level alerts for conversion drops.
- Connect ad spend for true ROAS by market.