How to Track and Measure Successful Bookings to Sevenrooms
In the age of data-driven decision-making, the ability to track and measure online conversions has become paramount. One such platform that has been growing in popularity within the hospitality industry is SevenRooms. This platform allows businesses to manage bookings, reservations, and guest profiles efficiently.
For businesses relying on SevenRooms, understanding how to track and measure bookings on SevenRooms is essential to success. This guide will specifically focus on integrating SevenRooms with Google Tag Manager (GTM). This powerful tool allows for the deployment of marketing tags without needing to modify your website’s code.
Google Tag Manager assists website owners in managing and deploying marketing tags on their websites without modifying the code. In our case, it can help venues understand how guests interact with the SevenRooms booking platform, providing invaluable insights.
Why is Tracking and Measuring Bookings Important?
Tracking and measuring bookings is crucial for any venue serious about maximising profit and efficiency. You can pinpoint peak hours and consumer favourites by digging into reservation data, allowing you to fine-tune your staff schedules and menu selections.
This data-driven focus isn’t just good management; it’s essential for standing out in a crowded market.
It helps you fill more seats, tailor promotions to what your guests want, and make smarter decisions that directly lead to higher revenue and customer loyalty.
Before diving in, ensure you have:
An active SevenRooms account.
Google Tag Manager account set up.
Familiarity with GTM’s interface (though this guide will be beginner-friendly).
Integrating gtm & sevenrooms
In order to install your GTM container into SevenRooms, you need to reach out to your account manager and request they install GTM from their end, providing them with the container ID.
Detailed Step-by-Step Guide to Tracking Bookings on SevenRooms
1. Start by Accessing the SevenRooms official website using your web browser. The web address is typically www.sevenrooms.com.
2. Locate the “Login” button, usually at the top right corner of the homepage.
3. Enter your Credentials, which include your username and password. Ensure these details are kept confidential for security reasons.
SevenRooms doesn’t send data to GTM in the typical manner. Most platforms push data as a “data layer variable” or DLV. However, SevenRooms sends it as an event. This distinction is vital to remember to set up tracking correctly.
A trigger in GTM acts as a listener, waiting for specific events to occur.
4. Login to your GTM account.
5. Navigate to the “Triggers” section.
6. Name your trigger. For this example, we’ll use “Successful Checkout.”
7. Under “Trigger Configuration,” choose “Custom Event.”
9. Enter the desired event name for Google Analytics tracking.
10. Instead of selecting “All Custom Events,” opt for “Some Custom Events.”
11. Change the “Event” dropdown selection to “Choose Built-in Variable” or “Click Classes“.
12. Navigate to the specified section and choose “Event“
13. In the event name field, enter “successful checkout” (remember it’s case-sensitive: lowercase ‘s’ and uppercase ‘C’).
14. Click “Save.”
Now, we’ll make sure that the event captured by our trigger is relayed to GA4.
15. Return to your GTM account.
16. In GTM, navigate to “Tags.“
17. Access the “GA4 Event | Successful Checkout” or your specific account.
18. Under “Tag Configuration,” choose your GA4 configuration tag.
19. For triggering, select the “Successful Checkout” trigger we created earlier.
20. Click “Save.”
21. In GTM, navigate to “Tags.”
22. Click “New.”
23. Navigate to “Triggering” and choose the “Trig | Successful Checkout Custom Event“
24. Name your tag appropriately (e.g., “Facebook Event – SevenRooms Booking“).
25. Under “Tag Configuration,” select “Custom HTML.“
26. Enter the Facebook event script you wish to track.
27. Click “Save.”
Core Metrics to Monitor in SevenRooms
Tracking your performance in SevenRooms is crucial for maximising the return on investment (ROI) from your booking system. To get actionable insights, focus on three core metrics: reservation rates, no-show rates, and average spend per booking.
Reservation rates give you an overview of how often your available slots are being booked. This metric is fundamental in assessing demand and fine-tuning your marketing campaigns for your business.
A higher reservation rate often indicates effective promotions, accurate targeting, and strong brand appeal.
To improve this rate, consider strategies like time-based promotions or personalised email marketing.
No-show rates track the percentage of reservations that were confirmed but resulted in the guest not arriving.
High no-show rates are detrimental, affecting both revenue and operational planning.
By monitoring this metric in SevenRooms, you can take preventive measures such as sending automated reminders or requiring a small deposit at the time of booking.
This metric reveals the average amount spent by guests for each reservation. It includes not just the meals but any upsells like drinks, desserts, or special add-ons, extra tables or seating and more.
Understanding the average spend per booking can help you identify trends, like which days yield higher spending or which menu items are more profitable.
To increase the average spend, look into optimising menu design or implementing cross-selling strategies within the SevenRooms platform.
Knowing how to track and measure successful bookings to SevenRooms is integral to your restaurant’s success. By diligently tracking your SevenRooms reservations using core metrics such as reservation rates, no-show rates, and average spend per booking, you create a strong foundation for making informed, strategic decisions. These metrics don’t just offer insights—they provide actionable data that allows you to tweak your operations and marketing strategies effectively.
Managing your booking system isn’t just about taking payments or filling tables; it’s about optimising every aspect of the customer experience to maximise covers. Use the tools provided within the SevenRooms platform to closely manage booking data, as it’s this kind of detailed tracking that will empower you to refine your strategies and maximise your ROI.
So, whether you’re looking to improve promotional efficacy, decrease no-shows, or increase the average spend per booking, SevenRooms provides you with the tools and data you need to succeed.
Upgrades for SevenRooms can include a variety of features to enhance your booking and guest management experience. One such upgrade allows you to incorporate prepaid add-ons and special pre-order items directly into the booking flow. This enables guests to make special requests or purchase additional items while they make their reservations, adding a new revenue stream for your venue.
The access rule for SevenRooms is used to determine the booking channels that have access to specific availability within your restaurant. This allows you to strategically manage who can see which tables are available at given times, enabling you to maximise your seat occupancy and revenue.
Yes, at its core, SevenRooms is designed to serve as the world’s best CRM software for restaurants. The Customer Relationship Management (CRM) capabilities of SevenRooms help venues manage their guest data, preferences, and behaviour to provide a personalised experience, thereby fostering customer loyalty and increasing revenue.
Yes, SevenRooms provides a mobile-friendly interface, making it convenient for both business operators and customers to interact with the platform. This feature allows for quick and efficient management of bookings, customer profiles, and other operational aspects directly from a mobile device, thus offering a high degree of flexibility in managing restaurant operations.
SevenRooms offers robust integration options with other key systems, such as payment gateways, email marketing platforms, and point-of-sale (POS) systems. This multi-system integration enables a seamless operation, from managing bookings to customer engagement and payment processing.
Are you on the hunt for a dedicated team to handle your digital marketing needs?
When looking for an experienced hospitality marketing agency that knows the ins and outs of the industry, look to Evolving Digital. We know how to create an effective marketing strategy for your hospitality business that increases brand awareness and transforms leads into profits.
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