Marketing

How to Access

1. In the sidebar, click Reports to expand the menu
2. Under the Marketing divider, click Marketing

Route: /insights/marketing. Available on all plans — some sections below are gated to specific plans (noted inline).

What You'll See on the Page

Headline KPIs

• Visitors and Sessions — from GA4, for the selected date range
• Direct Bookings — confirmed reservations attributed to a direct source (see labeling below)
• Direct Bookings per 100 Clicks — a correlation ratio, not a conversion rate (see the honesty note below)

Channel Correlation (hero section)

A time-series chart stacking click traffic by channel (Instagram, Facebook, email, Google, TikTok, Pinterest, LinkedIn, X, direct/other) against a line for direct bookings on the same dates, plus a Clicks by Channel table with each channel's share of total clicks.

This section is explicitly labeled correlation, not attribution — the chart lets you eyeball whether a spike in a channel's clicks lines up with a spike in bookings a few days later, but it does not claim a causal link. A note at the bottom of the card restates this honestly.

Top Campaigns *(requires the `linkCampaigns` feature — Weekend Host or higher)*

Every UTM-tagged campaign — whether created via the Hostmatic short link's Campaign field or picked up from GA4 via a manually-tagged utm_campaign parameter — shown with source/medium, visitors, sessions, conversions, and conversion rate. If you're on a plan without campaign access, this section renders a feature-gate upsell instead.

Top Links

Your top shortened links (alias, campaign, channel, clicks) with a total link/click count for the period. This is the same data previously covered by the standalone Link Performance page — the analytics view for your short links now lives here.

Organic Social Traffic *(requires the `socialPerformance` feature — Weekend Host or higher)*

Visitors and sessions from GA4, broken out by social platform. This is organic traffic to your site that GA4 attributes to a social referrer — it is not pulled from Meta.

Important: Social organic-traffic data comes from GA4, not from a Meta connection. The Meta (Facebook/Instagram) integration has been deprecated — do not tell users to "connect Meta" to see this section. If GA4 is connected and social referrer traffic exists, it shows up here automatically. Publishing posts to social platforms (the creation side, not the analytics side) is handled separately through Social Accounts — see the Social Accounts integration and the Social Post Creator tool.

This section also surfaces the Ad Performance card (paid ad metrics, where an ad account is connected) and Post-Level Performance (per-post engagement) below the organic table.

Attribution Honesty *(requires the `bookingAttribution` feature, and Guesty connected)*

A candid self-check, not a polished KPI:

• Bookings with Contact Info — how many direct bookings actually captured guest contact info, and what percentage of direct bookings that represents
• GA4 Purchase Tracking — whether a GA4 purchase event with a transaction_id has been detected on your booking confirmation page

If GA4 is connected but purchase tracking isn't detected, a banner near the top of the page explains what's missing: add a GA4 purchase event with transaction_id to your booking confirmation page to unlock transaction-level attribution.

Direct vs. OTA Labeling

Traffic-channel and booking-source labels are normalized consistently across the app:

Using Marketing Report Data

Spot Channel-Level Winners

Look at the Clicks by Channel table and the correlation chart together. A channel with a small click share but a booking spike that consistently follows its click spikes is worth more investment than a channel with high volume and no discernible booking pattern.

Decide What to Repeat

Sort Top Campaigns by conversion rate, not just sessions. A campaign with 100 sessions and 4 conversions (4%) is usually a better playbook to repeat than one with 1,000 sessions and 5 conversions (0.5%).

Tie Clicks to Revenue

Use Top Links to find which specific placements (Instagram bio, email footer, Airbnb host profile) are driving clicks, then cross-reference with the campaign each link is tagged to.

Close the Attribution Gap

If the Attribution Honesty card shows low contact-capture or no purchase tracking, that's your next fix — not a data bug. Add a GA4 purchase event with transaction_id on your confirmation page, and start capturing guest contact info on direct bookings.

Requirements

• GA4 connected (Integrations) — required for visitors, sessions, channel correlation, and organic social traffic
• At least one Hostmatic short link, ideally with a campaign name — required for Top Links and Top Campaigns to be meaningful
• Guesty connected — required for the Attribution Honesty section
• Plan gates: Campaigns section requires linkCampaigns (Weekend Host+), Organic Social section requires socialPerformance (Weekend Host+), Attribution Honesty requires bookingAttribution