Booking Journeys

Which marketing channels lead people to book, and how much revenue each one earns when the credit is shared across the whole journey.

Bookings

4,437

1 Sep 2026 – 30 Sep 2026

Booking revenue

$9,840,535

All of it is shared out below

Used more than one channel

38%

1,673 of 4,437 bookings

Channels per booking

1.5

On average

How the credit is shared

Each booking's revenue is split between the channels the customer used before booking.

30%First channel

40%Middle channels

30%Last channel

One channel: it gets 100%.
Two channels: 50% each.
Three or more: 30% first, 30% last, and the middle ones share 40% equally.

Example: a $1,000 booking

Google ad→ Email→ Facebook→ Organic search

Google ad gets $300, Email $200, Facebook $200, Organic search $300.

The coloured bar in the table shows each channel's usual role: whether it tends to start, help or close a journey.

Data notes (1)

941 bookings had no tracked source and are counted as Direct.

Revenue credit by channel

Click ▸ to see the breakdown. Click any row to see its journeys and bookings below.

Started Helped Closed Only one Compare first and last channel

Source	Bookings involved	Role in the journey	Credited revenue	Share of revenue	If first gets all	If last gets all
google 14 channels	2,740	Usually alone	$4,491,557	45.6%	$4,912,285	$4,011,546
Brand @gg-brand	2,443	Usually alone	$3,490,954	35.5%	$3,708,280	$3,252,699
Performance Max - Melbourne to Delhi @gg-pm-meldel	380	Usually starts	$449,372	4.6%	$609,396	$318,344
Performance Max - Sydney to Delhi @gg-pm-syddel	164	Usually starts	$203,814	2.1%	$219,608	$198,844
Cheap Tickets @gg-cheap-ticket	124	Usually starts	$125,176	1.3%	$121,920	$67,292
pm_brisdel @gg-pm-brisdel	61	Usually starts	$78,669	0.8%	$85,765	$73,582
pm_adldel @gg-pm-adldel	43	Usually helps	$61,315	0.6%	$64,781	$54,856
Demand Gen Remarketing - Customers @gg-dg-customers	36	Usually helps	$27,310	0.3%	$38,703	$8,728
Demand Gen Remarketing - Prospects @gg-dg-prospects	28	Usually helps	$20,216	0.2%	$18,592	$7,611
Performance Max - Adelaide to Delhi @gg-performance-max-adelaide-to-delhi	16	Usually starts	$11,092	0.1%	$10,010	$11,275
dg_database @gg-dg-database	10	Usually starts	$10,653	0.1%	$14,395	$13,973
Performance Max - Australia @gg-pm-australia	10	Usually starts	$8,792	0.1%	$14,937	$3,593
Untagged (declared paid) @gg-untagged	3	Usually starts	$2,949	0.0%	$5,899	$0
ML - Brand @gg-ml-brand	2	Usually helps	$964	0.0%	$0	$749
dg_cart @gg-dg-cart	4	Usually helps	$282	0.0%	$0	$0
organic 1 channel	1,745	Usually closes	$2,271,949	23.1%	$1,969,397	$2,520,762
Google Organic @google-organic	1,745	Usually closes	$2,271,949	23.1%	$1,969,397	$2,520,762
Direct 1 channel	941	Usually alone	$2,177,740	22.1%	$2,177,740	$2,177,740
Direct No tracked source	941	Usually alone	$2,177,740	22.1%	$2,177,740	$2,177,740
email 1 channel	363	Usually closes	$458,554	4.7%	$280,390	$715,628
Email (untagged) @em-gmail	363	Usually closes	$458,554	4.7%	$280,390	$715,628
microsoft_ads 1 channel	164	Usually closes	$192,159	2.0%	$148,621	$243,681
Brand @bing-brand	164	Usually closes	$192,159	2.0%	$148,621	$243,681
display_partner 3 channels	121	Usually starts	$156,305	1.6%	$224,818	$101,634
pub-toi Display Partner · @pub-toi	94	Usually starts	$106,019	1.1%	$157,201	$62,422
pub-ndtv Display Partner · @pub-ndtv	35	Usually starts	$33,042	0.3%	$47,609	$23,672
pub-indiatoday Display Partner · @pub-indiatoday	5	Usually starts	$17,244	0.2%	$20,007	$15,540
facebook 7 channels	44	Usually starts	$49,877	0.5%	$70,303	$33,937
fly_your_loved_ones_sale_2026 @fb-fly-your-loved-ones-sale-2026	27	Usually starts	$30,584	0.3%	$50,630	$11,738
fb-unknown Unknown · @fb-unknown	3	Usually alone	$5,522	0.1%	$5,522	$5,522
ABO_always_on @fb-abo-always-on	2	Usually closes	$4,934	0.1%	$0	$9,868
gt_awareness_always_on @fb-gt-awareness-always-on	5	Usually starts	$3,930	0.0%	$7,098	$2,075
ig-unknown Unknown · @ig-unknown	3	Usually starts	$2,726	0.0%	$3,175	$3,336
CWLO2026 @fb-cwlo2026	2	Usually starts	$1,126	0.0%	$1,425	$1,398
Fly_India_Sale_2026 @fb-fly-india-sale-2026	2	Usually starts	$1,055	0.0%	$2,452	$0
hs_email 4 channels	18	Usually starts	$22,467	0.2%	$31,230	$14,352
em-34665219-019-sept26supersale-fss Email (HubSpot) · @em-34665219-019-sept26supersale-fss	4	Usually alone	$12,350	0.1%	$11,551	$13,149
em-34665217-018-sept26camp-celeblovedones Email (HubSpot) · @em-34665217-018-sept26camp-celeblovedones	6	Usually starts	$4,542	0.0%	$7,767	$1,203
em-34665145-016-aug26camp-chaloindia Email (HubSpot) · @em-34665145-016-aug26camp-chaloindia	7	Usually starts	$4,317	0.0%	$9,396	$0
em-34458484-013-jun26supersale-flyindiass Email (HubSpot) · @em-34458484-013-jun26supersale-flyindiass	2	Usually starts	$1,258	0.0%	$2,516	$0
hs_automation 1 channel	7	Usually closes	$9,602	0.1%	$9,164	$16,269
em-hs-automation Email (HubSpot) · @em-hs-automation	7	Usually closes	$9,602	0.1%	$9,164	$16,269
referral 1 channel	8	Usually closes	$3,474	0.0%	$3,461	$4,986
Publisher @pub-taboola	8	Usually closes	$3,474	0.0%	$3,461	$4,986
tiktok 1 channel	1	Usually starts	$3,436	0.0%	$6,873	$0
brand_awareness_ @tt-brand-awareness	1	Usually starts	$3,436	0.0%	$6,873	$0
other 2 channels	4	Usually starts	$2,265	0.0%	$6,255	$0
meta @other-meta	3	Usually starts	$1,843	0.0%	$4,848	$0
instagram @other-instagram	1	Usually starts	$422	0.0%	$1,406	$0
social_media 1 channel	2	Usually helps	$1,149	0.0%	$0	$0
Instagram Organic @instagram-organic	2	Usually helps	$1,149	0.0%	$0	$0
Total	4,437		$9,840,535	100%	$9,840,535	$9,840,535

Most valuable journeys

The paths customers took before booking, highest revenue first.

Journey	Bookings	Revenue

Bookings

Every booking in the range, newest first.

Date	Order	Type	Payment	Journey	Revenue