成果範例
Data analysis: 9 months of bookings at a family-run guesthouse
Key numbers
| Metric | Value |
|---|---|
| Bookings (excl. cancelled) | 251 |
| Room nights sold | 689 |
| Revenue | $78,540 |
| Average rate per night | $114 |
| Cancellation rate | 11.6% (33 of 284) |
| Average stay | 2.7 nights |
Summary by channel
| Channel | Bookings | Share of revenue | Avg. rate | Commission | Net per night |
|---|---|---|---|---|---|
| Booking platforms | 142 | 54% | $109 | 15% | $93 |
| Direct (phone, email, website) | 87 | 38% | $126 | 0% | $126 |
| Local travel agent | 22 | 8% | $102 | 10% | $92 |
Direct guests pay more, stay longer (3.4 nights vs 2.3) and bring $33 more per night after commission than platform guests.
Trends and outliers
- July and August made 41% of revenue; occupancy reached 93%.
- March and April were weakest (occupancy 38%), but weekend nights still sold at 79%: the gap is midweek.
- Cancellations were 19% for platform bookings with free cancellation and 4% for direct bookings with a deposit.
- Outlier: 6 bookings in May at $45 per night. These are all one corporate group with a manual discount; they were kept in totals but flagged.
Findings
- Your most profitable guests are direct, returning guests, yet only 14% of platform guests were invited to book direct next time.
- Midweek in spring is the only real gap; weekends sell themselves.
- Free cancellation on platforms costs about 27 lost nights over 9 months.
Recommendations
- Add a "book direct" card at check-out with a 10% returning-guest rate: still $20 above platform net.
- Create a midweek spring offer (3 nights for the price of 2, Sun–Thu) for March–April.
- Switch platform listings to a non-refundable rate at 8% off alongside the flexible one.
- Track the booking channel for every guest from now on: 17 rows had no channel and were grouped as "direct".
All totals were cross-checked against the monthly sums in your sheet; the difference is $0.
Client: a 12-room guesthouse by a lake, run by two owners Data: 284 booking rows, January to September (date, room type, nights, channel, price paid, cancellation) Question asked: "Which channel and which months actually make us money, and where are we losing it?"
客戶與所有細節皆為虛構。
關於此服務
廣告平台把一個簡單問題的答案埋在幾十個欄位之下：每一塊錢花在哪裡效果最好。我們根據您的 Google Ads 或 Meta Ads 匯出檔，依廣告活動、廣告組合或廣告計算花費、點擊、點擊率、每次點擊成本、轉換、每次轉換成本與廣告投資報酬率，並找出消耗預算卻沒有成果的項目。報告結尾說明預算該移往哪裡、什麼該暫停，以及接下來測試什麼。
包含內容
- 您會收到的內容廣告活動報告，含依活動與廣告劃分的關鍵指標、表現最好與最差者、預算調整建議、發現與建議，以格式化文字搭配表格呈現在訂單頁面。另提供 Word (.docx) 報告，表格以 Excel (.xlsx) 提供。
- 關鍵指標點擊率、每次點擊成本、每次轉換成本與廣告投資報酬率
- 贏家與輸家依廣告活動、廣告組合與廣告
- 浪費的花費沒有成果的預算
- 預算調整資金該往哪裡移
- 測試構想接下來可以嘗試什麼
服務流程
- 1需求說明由您貼上或附上廣告報告
- 2分析我們比較成本與成果
- 3報告您會收到預算調整與測試建議
需要您提供的資料
以 CSV 或截圖形式貼上的 Google Ads 或 Meta 廣告管理員的廣告活動、廣告組合或廣告報告、期間、您的目標單次成果成本，以及一次轉換對您的價值。也可以附上 PDF、Word 或 Excel 文件。
我們會詢問您：
- Google Ads、Meta 廣告，還是兩者？
- 什麼算是轉換？
- 您的目標單次成果成本是多少？
- 報告涵蓋哪段期間？
比較方案
付款保障
下單時付款，但只有在驗收成果後，款項才會撥付。
- 固定價格付款後，方案價格不會變動。
- 款項先行保留付款時，金額只會先保留，在您驗收後才會撥付給服務。
- 交付前檢查每份成果在交到您手上之前都會經過品質檢查，您也可以在驗收前於訂單頁面查看成果。
- 免費修改在需求說明範圍內，可依方案允許的次數提出修改。
- 3 天後自動驗收若您在交付後 3 天內未驗收也未提出修改，成果將自動驗收。若您在交付後於訂單聊天室留言，訂單會暫停自動驗收；我們回覆後，可能會重新起算 3 天，並會在聊天室中告知。
- 重新製作或全額退款若成果不符合您的需求說明且修改後仍未改善，或製作時間超過交付期限的兩倍，請在訂單聊天室留言：我們將重新製作，或全額退還款項。
常見問題
可以存取我們的廣告帳號嗎？
不行，我們不會存取客戶的帳號。請匯出您在平台上看到的報告，並貼上或附到需求說明中。
為什麼廣告平台與我的銷售數字不同？
各平台依自己的歸因規則計算轉換。我們會指出這可能影響結論的地方。
你們會修改廣告活動嗎？
不會，您會收到分析與建議，修改由您自己或與您的廣告管理人員進行。
沒有找到您要的答案？