Latest Webinar

How AI and channel preference is affecting traditional measurement methods

The conversation travel marketers are talking about

AI search, shifting channel preference, and the attribution model travel CMOs are actually replacing last-click with.
All in this session.

Key Takeaways

What we covered

Last-click attribution is misleading

It rewards channels like retargeting affiliates rather than true brand-building. The panel is moving to data stitching, mixed-media modelling and unsampled tools like Piwik Pro.

GA4 has been a rocky transition

Heavy sampling and poor UX pushed brands toward custom dashboards or alternative tools like HubSpot just to get trustworthy data.

AI search traffic is small but growing, SEO isn't dead

ChatGPT dominates the tiny LLM traffic share in travel. Strong, expert-written content remains essential since AI overviews scrape from top-ranking organic results.

The real shift is CPA to margin-per-visitor

Lower-CPA channels didn't always convert at higher margins. Tropical Sky moved to measuring realised margin per site visitor instead of cost per acquisition.

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