You may notice some differences between the performance numbers shown in your new Campaign Reporting Dashboard and those previously shown in your Messages Dashboard or other reporting tools.
This is expected and reflects an important improvement in how we attribute value to your campaigns.
Why Are the Numbers Different?
In short: we’re now using a new more advanced attribution models.
Previously, each Triptease product (such as Messages or Meta) tracked its impact independently. This meant:
Each product only considered whether it had influenced a booking.
Cross-product interactions (e.g. Messages and Meta influencing the same guest) weren’t taken into account.
Attribution followed a last-click model - the last interaction before a booking was given full credit.
For example, in the old Messages dashboard, if a guest interacted with several messages before booking, the last message clicked was credited with the booking.
What’s New in the Campaign Reporting Dashboard
The new dashboard offers three guest journey-based attribution models. These now take into account every Triptease interaction that influenced a booking - across all products, channels, and campaigns.
It captures the full value of your marketing activity across every Triptease channel, giving you the insight you need to optimise campaigns and understand your guests’ complete journey to booking.
So, if a guest saw an on-site message, clicked a Meta ad, and later booked after a Paid Search ad, all three interactions will be recognised. This provides a more complete picture of how your marketing efforts work together to drive direct bookings.
As a result:
Some bookings are now attributed across multiple campaigns or channels.
You may see slightly different booking numbers for individual campaigns or messages compared to your old dashboard.
Overall, this gives you a more accurate and holistic view of your marketing performance.
Attribution Models Available in the New Dashboard
To help you explore different perspectives on your data, the new dashboard supports multiple attribution models. Here’s what each one means:
1. Multi-Campaign Attribution
This model shows you how many bookings were influenced by more than one Triptease channel or campaign.
If a booking was touched by multiple campaigns, it will appear in separate rows for each — helping you understand how many guests are influenced multiple times along their journey.
Best for: Quickly identifying the overlap and combined impact of your campaigns.
2. Weighted Attribution
In this model, each influencing campaign or channel shares credit for a booking equally.
For example:
If two channels influenced a booking, each receives 50% of the value.
If three campaigns did, each gets one-third.
Best for: Getting a balanced, holistic view of performance across your entire marketing mix. This is the recommended model if you want to understand the full guest journey and how all your activities contribute to conversion.
3. Last Click
This model attributes the booking to the final interaction before the guest booked, but considers all Triptease channels (not just Messages).
For example, if a guest interacted with Paid Search, Meta, and then Messages before booking, the booking will be attributed to Messages.
Best for: Comparing results with your legacy dashboards or other external analytics tools. It also helps identify which campaign or channel typically provides the final push to conversion.
Summary
Model | What It Shows | Best For |
Multi-Campaign | Shows bookings influenced by multiple campaigns or channels | Understanding guest journey overlap |
Weighted Attribution | Distributes booking credit equally across all influencing campaigns | Seeing the full picture of marketing performance |
Last Click | Attributes bookings to the final influencing campaign | Comparing with old dashboards or external benchmarks |