Stoney Creek Inn & Hotels
Stoney Creek Hotels is a hospitality brand built on bold thinking and long-term relationships. Their culture reflects a deep belief in the power of connection, aiming to deliver guest experiences that go beyond the stay and leave a lasting impression.
Project Type: Tracking Implementation, Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
97%
improvement in marketing-to-sales attribution.
11
properties enabled with dynamic revenue tracking, unlocking true ROAS
25%
spend reduction by restoring attribution and boosting campaign accuracy.
Stoney Creek
When Fragmented Data Kills Marketing Performance
Tracking Implementation
The Challenge
A multi-property hospitality group operating 11 hotel locations was investing heavily in digital advertising but couldn’t see what was truly working.
Their marketing director was flying blind:
No accurate revenue data. No reliable attribution. No clarity on which campaigns actually drove bookings.
Despite spending across Google Ads, the team couldn’t optimize properly because the data was scattered, inconsistent, and incomplete.
Key Challenges:
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A legacy Central Reservation System (WindSurfer CRS) that only allowed basic script injections, no native ecommerce tracking support.
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Funnel events were not being tracked, making GA4 monetization reports useless.
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Session breaks between the main site and CRS domain, causing attribution failures.
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11 separate reservation system accounts, one per hotel location, each with inconsistent tracking setups.
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One Google Ads and GTM account shared across all properties requiring a unified view of conversions and revenue despite fragmented data.
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Google Ads campaigns were being optimized based on fixed conversion values, not real revenue.
The Solution
Our goal was to eliminate the data silos and restore confidence in performance reporting without replacing core systems or disrupting operations.
Step 1 : Auditing What’s Possible
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We analyzed the WindSurfer CRS constraints and identified available data variables. Starting with one property, we prototyped a dynamic tracking solution that could work within its limitations.
Step 2 : Rebuilding the Funnel
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We engineered a robust event-based tracking framework using GTM, ensuring all essential conversion steps, view, cart, checkout, payment, and purchase were accurately captured and included real revenue values.
Step 3 : Restoring Attribution Across Domains
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We resolved session break issues between the main site and WindSurfer CRS, enabling accurate cross-domain attribution and restoring source/campaign tracking in GA4.
Step 4 : Standardizing GA4, Unifying Google Ads
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We rolled out a consistent GA4 setup across all 11 properties, ensuring parity in tracking and structure. Then, we mapped conversions from all properties into a single primary Purchase conversion in one shared Google Ads account allowing the client to:
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Optimize campaigns across the entire portfolio
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Track performance centrally
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Still retain secondary conversions by property for detailed insights
The Result
The business can now:
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Track actual booking revenue across all hotel locations
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Attribute conversions to the correct source and campaign, even across domains
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See consistent performance metrics, even with separate GA4 properties
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Optimize Google Ads campaigns based on true dynamic ROAS
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Combine conversions across properties into one primary goal for clear, centralized reporting
This project was more than a tracking fix, it was a transformation in how marketing performance was measured.
By working within the constraints of WindSurfer CRS and aligning data across GA4, GTM, and Google Ads, we replaced fragmentation with clarity and helped the marketing team finally take control of their performance.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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