Barbara Pezzi, Director of Analytics and Search Optimisation, Fairmont Raffles Hotels International, has been kind enough to share her use-cases for the different types of custom variables. Head on over to the APAC Conversion Room blog to find out more about:
- Visitor-level custom variables: Swissotel were able to segment their visitors based on membership levels, understand their preferences, and then target their marketing efforts accordingly.
- Session-level custom variables: Fairmont measured which booking method (i.e. single vs multiple) was more popular on their booking engine; and were able to understand which method appealed to which types of customers.
- Page-level custom variables: Swissotel used page-level custom variables to group pages according to the language of the content. With these groupings they were able to conveniently analyse the behaviour patterns and preferences of visitors according to the language of content consumed.
We would also love to hear how you use custom variables. If you have any tips or suggestions, please leave them in the comments of Barbara’s articles.
Posted by Vinoaj Vijeyakumaar, Google Conversion Team