GOOGLE ANALYTICS – Goals Conversions And Funnels
Directions: For this assignment you will compose an essay in response to the following directions:
Return to the Airbnb case study and website. Explain how you would implement the Goals Conversions and Funnels.
This essay needs to be APA Format with intext citations and references, also needs to be 3 – 4 pages long; the title page and the reference list do not count as pages for the assignment. You must have 2-3 pages of text in addition to the title page and reference list.
CASE STUDY IS BELOW: Also see Airbnb Website.
Founded in 2008, Airbnb is a community marketplace for people to
list, discover, and book accommodations around the world, online or
from a mobile phone. Airbnb’s aim is to connect people to unique travel
experiences in more than 33,000 cities and 192 countries around the world.
The challenge of managing tagging complexity
Airbnb is structured with a centralized product team that collaborates
on marketing projects. The company uses a large number of website
tags, including a unique tag for each of their multiple AdWords accounts
and additional tags for an array of vendors measuring different types of
conversions. To accommodate the needs of various vendors, many tags
had to be replicated several times. At one point, Airbnb was running 88
different audience lists and 100 different tags.
In order to prevent a bottleneck between the operations and marketing
teams, Airbnb needed a tag management system. The first solution the
company tried was not successful — it required significant technical
knowledge to implement tags, needed add-on tools for QA and reporting,
and was too expensive.
Streamlined marketing through Google Tag Manager
After researching alternatives, the Airbnb team opted to shift its tagging
to Google Tag Manager. A number of factors contributed to the decision.
Airbnb already used several Google tools, so the team felt Google Tag
Manager’s tag templates would enable a smooth integration. Also, Google
Tag Manager’ extensive QA and reporting features would make it easier
to locally test and deploy tags. Finally, because Google Tag Manager is a
free solution, it offered a tangible benefit to the company’s bottom line.
According to Maria Hwang, a lead on Airbnb’s online marketing team,
standard setup was straightforward and did not take long to implement.
Airbnb also built a data layer to enable the company to pass custom
parameters for remarketing purposes.
Cutting tag deployment from days to hours
In terms of alleviating demands on technical resources, it immediately
became clear that Google Tag Manager’s templates made it much easier.
Airbnb improves vendor data collection
to 90%, reduces tag deployment time
using Google Tag Manager
• www.airbnb.com (Website address)
• Headquartered in San Francisco, CA
• Accommodation listings in 192 countries,
• Prevent bottlenecks between operations
and marketing teams
• Implement tags fluidly
• Avoid unnecessary replication in tagging
• Minimize size of snippets to enhance
• Implemented Google Tag Manager
• Built a data layer
• Cut tag deployment from days to hours
• Increased site speed by 8%
• Faster launches of new programs, tools,
• More accurate data, better
optimizations, better ROI
and quicker for engineers to meet the needs of the marketing and
operations team. Maria and her team can create tags from vendors on the
fly and send these to the engineering team to be rapidly implemented,
usually within two hours. “From a marketer’s standpoint, it’s way easier
than ever before,” she says.
In the past, tagging was a back-and-forth process that would average two
to three days to complete. “Previously, there were a lot of touch points,
lots of room for error along the way,” Maria says. The laborious procedure
before eventual deployment. “With Google Tag Manager, it’s a matter
of an hour or so from receiving a tag to testing to QA to deployment,”
reports Mona Gandhi, Airbnb software engineer. “It’s exponentially
The solution has also improved the ability to implement entirely new
marketing strategies. “We were able to expand to a few more AdWords
accounts, and Google Tag Manager makes it easier to consolidate all the
tagging,” Maria says. And thanks to Google’s pre-formatted tag templates
from other vendors, the marketing team can quickly and efficiently adopt
new tags. So it’s simpler for Airbnb to try new tools, use more third party
vendors, and launch new advertising programs on any platform requiring
Improved QA, reporting, data, and speed
Prior to implementing Google Tag Manager, detecting issues with data
due to tags not firing correctly was an everyday occurrence. Today, Mona
reveals that conversion counts are much more accurate and in line with
Airbnb’s internal data: the team is now collects vendor data for 90% of
conversions. Thanks to this more accurate conversion data, Airbnb is
better equipped to optimize to a CPA metric than was possible in the past.
The result is an improved ability to manage ROI of marketing activities.
Airbnb has also made extensive use of Google Tag Manager’s preview
and debug options, improving their QA and ability to see which tags
are firing on pages. A final benefit has been that Google Tag Manager’s
Enhanced website performance has been noticeable, with a reported 8%
improvement in page load time.
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“With Google Tag Manager,
it’s a matter of an hour or so
from receiving a tag to testing
to QA to deployment. It’s
— Mona Gandhi, Software
About Google Tag Manager
Google Tag Manager is a free tool that makes it easy for marketers to add
and update website tags—including conversion tracking, site analytics,
remarketing, and more—with just a few clicks, and without bugging the IT
folks. It gives marketers greater flexibility, and it lets webmasters relax and
focus on other important tasks. To learn more, visit: google.com/tagmanager