Measure booking ROI in Marketing Insights
Enter your spend and average values, then read conversion rate, completion rate, ROAS and cost per booking to see which channels pay for themselves.
Once your campaigns carry tracking links, Marketing → Insights (/app/marketing/insights) turns them into the numbers you need to decide what to keep spending on: how many bookings each channel produced, what those bookings were worth, and what they cost you.
Permissions
Owners manage campaigns, spend and average-value settings. Managers can view marketing reporting. Staff cannot see marketing data.
Step 1 — Set your average value
Seatingly needs to know what a booking is typically worth to you before it can report revenue. Configure this in Marketing → Insights.
Be conservative
Take a real figure from your own records rather than an optimistic one. An inflated average makes every campaign look profitable and hides the ones that are not.
Step 2 — Record what you spent
Enter marketing spend against your campaigns. Without it, Seatingly can still show you bookings and revenue, but ROAS and cost per booking have nothing to divide by and will show as "Not available".
Step 3 — Read the metrics
“Not available” is not an error
Any metric with a zero denominator shows Not available rather than zero or a dash. A campaign with no spend recorded has no ROAS; a campaign with no confirmed bookings yet has no cost per booking. Seatingly will not invent a number.
What each metric actually tells you
- Conversion rate — how persuasive the booking experience is once someone arrives. A low rate with high traffic usually means the offer or the availability is wrong, not the ad.
- Completion rate — how many booked guests actually turned up. This is where discount-led campaigns tend to fall apart.
- ROAS — revenue returned for each unit of spend. Best used to compare channels against each other rather than as an absolute target.
- Cost per completed booking — the most honest single number in the whole report. Compare it against your average booking value.
How revenue is decided
Attributed revenue uses the best source available for each booking, in this order:
- Actual transaction revenue from a POS or payment integration. Seatingly does not have such an integration yet, so this never applies today.
- Actual booking value stored by Seatingly for the booking.
- Estimated value calculated from the averages you configured.
Every figure is labelled Actual or Estimated so you always know which you are looking at. Understand actual and estimated revenue goes through this in detail.
Reading the numbers fairly
- The attribution window is 30 days, so a campaign keeps earning credit after it stops running. Judge a campaign a month after it ends, not the morning after.
- Bookings with no tracking link are labelled Direct/Unknown. A large Direct/Unknown share is normal — it includes phone bookings, walk-ins entered by staff, and repeat guests who go straight to your site.
- Attribution is stored immutably on the booking, so renaming a campaign never rewrites history. Archived campaigns still appear in past periods.
- Bookings made before you started using tracking links keep working and simply show as Direct/Unknown.
A practical monthly routine
Once a month, compare cost per completed booking across your channels, drop the worst performer, and move that budget to the best one. Two or three cycles of that will beat any amount of dashboard-watching.
To pull the underlying rows into a spreadsheet, see Export booking and campaign reports.
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Read articleStill need a hand?
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