Note: Enquiry data covers Nov 2024 onwards. Google combines Elsie CRM Google PPC + WordPress UTM Google, deduplicated by email. Meta Ads spend connected from Sep 2025.

Methodology: Bookings attributed to month of Google enquiry. Sources: Elsie Gen Code Google PPC, WordPress UTM Google, vision-cruise-exclusive package URLs, new customers booking promoted destinations via website.

Meta methodology: Bookings attributed to month of Meta enquiry. Sources: Elsie Gen Code Facebook/Instagram/Social Media, WordPress UTM social sources. Ads began Sep 2025.

Competition methodology: Started 23 Dec 2025. Matches competition entrants to Elsie CRM enquiries (by email) and bookings (by email or full name) where the entrant is a NEW customer. Bookings only counted if entry date precedes booking date. Note: matched bookings may have other Elsie Gen Codes — competition could be a multi-touch contributor rather than primary source.

AI Reactivation methodology: LeadTheWay DBR service uses AI voice agents + SMS to re-engage dormant CRM leads. Started 18 Dec 2025. A booking or enquiry counts as AI-attributed if the customer was loaded into the AI system before the booking/enquiry date — matched by email, phone, or full name. APPT badge indicates the customer also had an AI-booked appointment. Bookings from existing past passengers count here because the AI nudge may have driven reactivation, even when Elsie gen codes label them differently.

Note: Email enquiries captured via UTM source Force24 on WordPress form submissions.