Roseate Weekly

Website production · morning brief · OPERA + GA4

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Morning brief

Action queue

Hotels at a glance · click a row to open it

Diagnose

How to read this

Two sources. Sections marked PMS come from OPERA and cover every channel (website, OTA, GDS, phone/CRO, agents, corporate): bookings made in the window, gross contracted value (rate × nights × rooms), excluding bookings since cancelled, complimentary stays and house use. Everything else comes from GA4 and covers the hotel website and booking engine only. Beechfield is not on OPERA, so it has GA4 only.
Edinburgh: website bookings that OPERA codes as OTA (booking-engine rate codes) are counted as Website. Edinburgh moved onto OPERA in October 2025, so its PMS year-on-year starts in mid-October 2026.
Traffic sources are how visitors reached the website (Organic Search, Paid Search, Direct, AI Assistant…), not booking channels. “Direct” means people who typed the web address.
Visits include dining visitors. Revenue counts room bookings only, but around a quarter of visits land on dining pages (afternoon tea, restaurants), so conversion is measured against all visitors, not only people planning a stay.
GA4 revenue and bookings (*) are what GA4 tracked at purchase, booking-date basis, before cancellations. GA4 misses some bookings (London caught 79 of 86 in the 28 days to 25 Sep), so treat them as a trend, not the PMS figure.
Visits excl. Paid Social leaves out Paid Social and Paid Other: high-volume traffic with no tracked bookings. Conversion uses the same base.
Look-to-book = GA4 bookings ÷ check-availability events. Beechfield's booking engine sends neither check-availability nor stay dates, so those parts show as not tracked.
YoY compares the same window 364 days earlier (same weekdays). A % is hidden when last year's base is too small to mean anything (under 200 sessions, £2k or 10 bookings).
Stay ROAS = GA4 revenue from sessions that came from stay campaigns ÷ their Google Ads cost (last-click, GA4-tracked). Dining, events and festive campaigns are shown separately: they don't sell rooms online, so their ROAS isn't meaningful here.
Organic search comes from Search Console, which lags about three days, so it always covers the latest 28 complete days. Brand = searches containing the hotel name; “hidden” = clicks on queries Google doesn't disclose.
The action queue is rule-based on GA4 data only. Confirm booking questions against OPERA before acting.