Where the data comes from

• Your website analytics (Google Analytics) — every visit to your site is recorded, along with where the visitor came from, what device they used, where they're located, and which pages they viewed.
• Your Google Ads account — performance for the search campaigns DIAMO runs on your behalf.

Top Traffic Channels

• Direct: Visitors who arrived without a tracked source — they typed your URL, used a bookmark, or came from an untagged link. Often your returning and brand-aware guests.
• Organic Search: Visitors who found you through unpaid search results (Google, Bing, etc.).
• Paid Search: Visitors who clicked one of your paid search ads. This is the traffic your Google Ads spend is generating.
• Referral: Visitors who clicked a link to your site from another website (a tourism board, a local business, a directory).
• Unassigned: Visits that analytics couldn't confidently sort into any channel — usually due to missing or stripped tracking information.

Top Referral Sources

Where Top Traffic Channels shows the broad category, this panel names the specific sources sending you traffic — the individual sites and platforms — again ranked by share of visits.

• (Direct): the same untracked/direct traffic described above
• Google Hotel Ads: visits arriving from Google's hotel metasearch placements.
• Google: visits from Google's standard (organic) search results.
• A named local site (for example, a regional tourism or events site): a specific referring website sending you visitors.

Use this panel to spot which partners, listings, and platforms are actually delivering traffic — useful for deciding where to invest attention.

Top Feeder Markets

This shows the geographic regions your website visitors come from, ranked by number of visits, with each market's share of the total. Feeder markets help you understand your true demand geography — where your guests actually live — which can inform everything from ad targeting to content and seasonal messaging.

Visits by Device

A simple breakdown of how visitors reach your site: Desktop, Mobile, or Tablet, with the visit count and share for each. A high mobile share is a reminder that your booking flow needs to work smoothly on a phone.

Adword Performance

This panel reports on your Google Ads search keywords:

• Keyword: the search terms your ads are showing for.
• Click-Through Rate (CTR): the percentage of people who saw your ad for that keyword and clicked it. A higher CTR means the ad is resonating with searchers for that term.

Visits by Page

This ranks the individual pages on your site by number of visits, with each page's share of the total. It tells you what visitors are actually looking at — your booking pages, specific room or property pages, your homepage, and so on — which helps you understand the path guests take toward booking.