ATDW does not yet provide profile‑level performance metrics, such as how many people click from a distributor website through to your own site. This is a shared priority for ATDW and our distribution network, and we are actively working together to improve visibility of how your content performs across the ecosystem.
In the meantime, you can use free tools like Google Analytics 4 (GA4) on your own website to understand how visitors are finding you and which channels—including referrals from third‑party tourism sites—are driving results.
What you can see today
Once your profile is approved, it is sent to ATDW’s national distribution network, which includes national, state and regional tourism websites and other partner platforms. Each distributor decides which profiles to publish and manages its own web analytics and reporting, so ATDW does not have direct access to their onsite performance data.
Because of this, ATDW currently cannot show you:
How many times your profile is viewed on specific distributor sites
How many website clicks or referrals each distributor sends you
Conversion outcomes (such as enquiries or bookings) that happen on third‑party platforms
This is exactly the gap ATDW and its partners are working to close—building on our shared infrastructure so that, over time, operators can see more consistent and meaningful insights from across the network.
How to view Profile Performance and Leads to your Business
While this joint work progresses, the most effective way to understand traffic to your own website is to use analytics tools such as Google Analytics 4 (GA4).
GA4 allows you to see which channels are driving visitors and how those visitors behave once they arrive on your site, including how many visits arrive from external websites, how engaged those visitors are, and whether they complete key actions such as enquiries or bookings.
Using Google Analytics 4 (GA4) to track profile performance
Confirm GA4 is installed
Make sure Google Analytics 4 is set up and tracking on your website, either via a direct GA4 tag or through a tag manager such as Google Tag Manager.Open the Traffic acquisition report
In GA4, go to Reports → Acquisition → Traffic acquisition and focus on “Referral” traffic to see which external domains are sending visitors to your site.Use Campaign URL Builder (Optional)
Use Google’s free Campaign URL Builder tool to add a short 'label' or UTM parameters (such as source, medium and campaign) to the website link you include in your ATDW profile (See: Website URL). This helps GA4 to record whether traffic to your site is a direct result of your ATDW profile.
Set up key events with your web team
Work with your web developer or digital agency to configure key events—such as enquiry form submissions, “Book now” clicks or booking confirmations—so you can see how often referred visitors take meaningful actions.
Use insights to understand referral value
Review these reports regularly to understand the value of referral traffic from all sources, including tourism and partner websites, while ATDW and its distributors continue developing longer‑term, network‑wide reporting solutions.
What we’re building with our distributors
Improving performance visibility is a priority for ATDW and its distribution partners. We are working to improve our reporting and integration capabilities so the network can share richer, more consistent insights over time. This work includes exploring how to surface clearer performance indicators—such as profile engagement and referral activity.
As these shared reporting capabilities mature, ATDW will provide updates through the Support Hub, industry channels and direct communications to operators.
Frequently Asked Questions
Can I set up my own Google Analytics (GA4) tracking?
Yes, many operators do set up their own GA4, but it depends on your confidence with website tools and access to your site.
A simple way to think about it:
If you manage your own website or are comfortable editing settings, you can follow Google’s beginner guides to create a GA4 account, add a property and install the tracking tag (often via Google Tag Manager).
If your website is managed by a web developer, digital agency, booking system or IT team, it is usually quicker and safer to ask them to set GA4 up for you and confirm that data is flowing correctly.
Either way, GA4 is free to use, and once it is installed you can start seeing basic traffic and referral information that helps you understand how visitors are finding and using your site.