The Economic Impact Report (EIR) is a post-impression attribution report built specifically for Destination Marketing Organizations (DMOs). It is designed to quantify the real-world impact of your advertising campaigns by measuring the number of confirmed travelers who visited a destination after seeing an ad.
Your EIR is now available as an interactive module in your Sojern account, allowing you to explore and share your data on-demand.
To access the report, select Reporting from the left-side main menu and then select Economic Impact Report.
Tools
Filter Your Data: Start by using the global filters at the top of the report to select a specific campaign. The report defaults to the Lifetime of the campaign, but you can set your preferred reporting date range.
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Export Your Report: You can export your data in two ways:
- Complete Report (PDF): Click the main Download button in the top-right corner to export the complete report as a PDF. This export pulls the full report using the aggregated information from the “Total Performance” tab of each section.
- Specific Section Data (Excel): Use the download icon within individual sections to export specific section data. Excel exports pull data from all tabs within that specific section.
- Section summary: The Total Performance tab in each section shows a combined view of all the metrics for that section in one place.
- Interacting with Data: Hover over metrics and charts to view plain-language definitions and methodological footnotes. You can use time filters for a trend analysis or click on table column headers to sort the data by date, geography, or metric value.
Navigating your report
Overview
The Overview section summarizes your most critical economic impact KPIs, so you can see your total impact at a glance. You can review your Total Media Spend next to high-level metrics such as Confirmed Travelers, Searches & Bookings, Room Nights and Foot Traffic. It shows travel activity from users after being served a Sojern ad, including activity confirmed by Sojern's data partners.
Estimated Economic Impact
This section measures the economic impact that campaign-influenced travelers have on your destination. It tracks how these travelers fuel your local economy, showing the total estimated traveler spend driven by your campaign across bookings and in-destination visits. The data is divided into two tabs—Online Bookings and Foot Traffic—each providing key metrics, including Estimated Economic Impact, Average Spend per Trip, and ROAS.
Other sections
The lower sections of the EIR offer a more granular analysis of your destination's performance. These sections are designed to help you understand specific traveler behaviors, including their planning timeline, trip duration, and geographic origins. They also detail post-impression searches and bookings across various travel types and channels to show how your campaign contributed to traveler engagement.
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Post-Impression Travel Activity Summary: measures the tangible success of your campaign by providing verified post-impression searches and confirmed bookings for various travel types, including Flight, Lodging, Car, Rail/Bus, Vacation Packages, and Foot Traffic.
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Multi-Channel Performance: Shows traveler engagement across different channels for both Searches and Bookings. Note that metrics in this section are not deduplicated across channels, as travelers may interact with multiple channels before booking.
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Trip Planning: These sections help you understand traveler planning behavior to help align campaign timing.
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Lead Time shows how far in advance travelers search and book (0-7 days, 8-14 days, etc.).
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Length Of Stay compares trip duration across travel types (1-3 days, 4-5 days, etc.) based on verified search and booking activity.
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Top Departure Dates: Highlights seasonal travel peaks by identifying the most common departure dates based on search and booking activity, displayed in a calendar view.
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Top Markets: These sections provide insights on geographies generating the most travel demand for your destination (Top Origin Markets), and the distribution of travel interest within your destination (Top Arrival Markets).