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Do you actually know what's driving your bookings? Not "traffic is up," but which channel, which page, which campaign? In this episode of the Tour Operator Growth Podcast, Nikki and Greg dig into Google Analytics 4 and why having it installed is not the same as having it set up right. They cover what GA4 should really be telling you, the events worth tracking, and the simple setup steps that connect a single visit straight through to a booking.

What you'll learn:
- Why default GA4 (page views, new vs. returning) tells you almost nothing about revenue
- The key events to track: bookings, form submissions, phone clicks, and more
- How to confirm tracking is firing, turn on enhanced measurement, and set up cross-domain tracking with your booking engine
- The common mistakes (double tracking, internal traffic, never actually looking) that wreck your data

If this episode helped, share it with a tour operator who's making budget decisions off incomplete numbers, and subscribe so you don't miss what's next.

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Chapters:
1:38 Why installing GA4 isn't the same as setting it up right
3:26 What GA4 should tell you: asking Claude real revenue questions
6:45 Scenic segment: the May 2026 Google core update
8:36 Setup walkthrough: tags, firing, enhanced measurement & key events
14:58 The numbers that actually matter (without drowning in data)
18:50 Common mistakes that wreck your data
21:12 Your GA4 action plan for this month