If you have done any analysis on Google Hotel Price Ads, you may have noticed that mapresults eligible impressions and impressions were being underreported. (Or you may have even spent some time digging into how you were getting that awesome 400% click-through rate!)

Well, now you can rest easy with much more realistic CTR because Google has started accurately reporting eligible impressions and impressions for desktop. They do not appear to be reporting correctly yet for tablet and mobile devices.  The graph below shows the eligible impressions by search types we observed in the days during the change.

Implications

This reporting change will cause a significant increase in eligible impressions and impressions across the board. If you’re not taking this into consideration, it may look like your campaign experienced a decline in CTR. These new CTR percentages should be much more accurate and were previously being skewed by the underreporting.

The new, more accurate reporting data shows great traffic opportunity that exists with the Hotel Price Ads that appear in Google Maps.

It’s great to see ongoing improvements to this channel and we’re excited about the more accurate insights that stem from them.

If you’re not familiar with what “mapresults” is in relation to Google’s Hotel Price Ads program, you might want to check out our overview of the different HPA placements.