Understanding Your Marketplace Analytics
Data helps you make smarter decisions about your Marketplace presence. The Tourism Accelerator provides analytics to help you understand how your listing is performing and where there are opportunities to improve.
Accessing Your Analytics
Log in to your Tourism Accelerator account
Navigate to
/marketplaceClick on your profile or "Manage Listing"
Select the "Analytics" tab
Key Metrics Explained
Profile Views
What it measures: The number of times visitors viewed your full listing profile. Why it matters: Profile views indicate interest in your business. More views mean more opportunities to convert visitors into enquiries. How to improve:
Optimise your listing title and description
Use compelling hero images
Select the right categories
Maintain high ratings
Search Impressions
What it measures: How often your listing appeared in search results. Why it matters: Impressions show your visibility in the Marketplace. You can't get views without first appearing in searches. How to improve:
Use relevant keywords in your listing
Complete all listing fields
Select multiple appropriate categories
Keep your listing active and updated
Click-Through Rate (CTR)
What it measures: The percentage of impressions that resulted in profile views. Formula: (Profile Views / Search Impressions) x 100 Why it matters: CTR shows how compelling your listing appears in search results. A low CTR suggests your listing isn't standing out. Benchmarks:
Below 2%: Needs improvement
2-5%: Average performance
Above 5%: Strong performance
How to improve:
Upgrade your hero image
Write a compelling business name
Ensure your rating is visible
Display relevant badges
Enquiry Rate
What it measures: The percentage of profile views that resulted in enquiries. Formula: (Enquiries / Profile Views) x 100 Why it matters: This measures how effectively your listing converts interest into action. Benchmarks:
Below 3%: Needs improvement
3-7%: Average performance
Above 7%: Strong performance
How to improve:
Make contact information prominent
Include clear calls to action
Provide compelling reasons to reach out
Show availability and booking options
Enquiries
What it measures: The total number of enquiries received through your listing. Why it matters: Enquiries are potential bookings and partnerships—your Marketplace goal. Track by type:
Visitor enquiries
Operator enquiries
General information requests
Response Rate
What it measures: The percentage of enquiries you responded to. Why it matters: Response rate affects your listing visibility and earns trust badges. Target: 100% response rate within 24 hours
Response Time
What it measures: Average time to respond to enquiries. Why it matters: Faster responses lead to higher conversion rates. Target: Under 4 hours during business hours
Time-Based Analysis
Date Range Selection
View analytics for different periods:
Last 7 days
Last 30 days
Last 90 days
Custom date range
Year-over-year comparison
Identifying Trends
Look for patterns:
Seasonal trends – When is interest highest?
Weekly patterns – Which days perform best?
Growth trajectory – Is performance improving?
Comparative Analysis
Compare periods to understand:
Impact of listing changes
Seasonal variations
Marketing campaign effects
Overall growth
Traffic Sources
Understanding where your views come from:
Category Browsing
Visitors who found you by browsing your category.
Search
Visitors who found you through keyword searches.
Direct
Visitors who accessed your listing directly.
External
Visitors who came from links outside the Marketplace.
Referrals
Visitors who came from other operator listings.
Engagement Insights
Photo Performance
See which gallery images receive the most engagement.
Section Interest
Understand which parts of your listing visitors focus on.
Scroll Depth
How far down your listing visitors typically read.
Review Analytics
Rating Trend
Track how your average rating changes over time.
Review Velocity
Monitor the rate of new reviews received.
Sentiment Analysis
Understand the overall tone of your reviews.
Using Analytics to Improve
The Optimisation Cycle
Analyse – Review your current metrics
Identify – Find areas for improvement
Hypothesise – Develop improvement ideas
Implement – Make changes to your listing
Measure – Track the impact
Iterate – Repeat the cycle
Common Optimisation Scenarios
Low Search Impressions:
Review your category selection
Add relevant keywords
Complete missing listing fields
Update your listing more frequently
High Impressions, Low CTR:
Improve your hero image
Make your title more compelling
Ensure rating is strong and visible
Add eye-catching badges
High Views, Low Enquiry Rate:
Strengthen calls to action
Make contact easy
Add urgency or incentives
Improve description quality
Good Enquiries, Low Response Rate:
Set up notifications
Create response templates
Allocate time for responses
Consider automated acknowledgements
Setting Performance Goals
Establish Baselines
Document your current metrics before making changes.
Set Realistic Targets
Aim for incremental improvements:
10-20% improvement in weak areas
Maintain strength in performing areas
Focus on one or two metrics at a time
Track Progress
Review analytics regularly:
Weekly for active optimisation
Monthly for general monitoring
Quarterly for strategic review
Analytics Reports
Downloading Data
Export your analytics for external analysis:
Select your date range
Click "Export Report"
Choose format (CSV, PDF)
Download and analyse
Regular Reporting
Schedule regular reviews:
Include analytics in team meetings
Compare to previous periods
Connect to business outcomes
Privacy and Data
Your analytics are private:
Only you can see your detailed metrics
Aggregate data helps improve the platform
Individual visitor data is not shared
Data is retained according to our privacy policy
Getting Help
If you have questions about your analytics:
Refer to metric definitions above
Check for help tooltips in the dashboard
Contact the Tourism Accelerator support team
Attend analytics training sessions when offered
Your analytics tell the story of your Marketplace performance. By understanding and acting on this data, you can continuously improve your visibility and attract more of the visitors and partnerships that help your business thrive.