Basis: Bookings, commission & revenue by booking date; enquiries by enquiry date; spend by spend date. ROAS = commission ÷ spend within the selected period. Competition, AI Reactivation & Brochure are campaign overlays that can also appear under their original source channel, so they're shown separately and excluded from the headline enquiries, bookings, commission and blended ROAS to avoid double-counting — each keeps its own ROAS in the table below. (Their spend is still included in total ad spend.)

Note: Enquiry data covers Nov 2024 onwards. Google combines Elsie CRM Google PPC + WordPress UTM Google, deduplicated by email; the manual May/June 2026 Google enquiry override applies within those months. Brochure is gated to its 24 Jun 2026 landing, so it only contributes from then on.

Methodology: Bookings are counted in the month they were booked. Sources: Elsie Gen Code Google PPC, WordPress UTM Google, vision-cruise-exclusive package URLs, new customers booking promoted destinations under a Website or Recommended gen code, and Google-tagged enquiries converting to a booking for the same cruise within 120 days (matched on ship, or operator plus destination). Bookings already attributed to the Competition are excluded from the Recommended route. Enquiries: website form submissions (Google Ads 'Lead' conversion action), dated to click, refreshed daily. Calls and quote requests are tracked but excluded.

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.

Campaign overlay, not a separate channel: a brochure-attributed booking usually also appears under its original source channel (e.g. Past Passenger). These figures are a campaign view and must not be added into the channel-mix totals as if they were an exclusive slice.

Brochure methodology: Direct-mail brochures to existing clients. A booking/enquiry is attributed if EITHER its customerkeyid is on the campaign's mailing list (Route A) OR it carries the gen "Mailing" staff tag (Route B) — both on or after the landing date, taken as a de-duplicated union. Route B is date-gated because "Mailing" is a long-standing reused tag with ~344 historical bookings that predate these brochures. Each record counts for one brochure only: each campaign's window runs from its landing date to the day before the next brochure lands; a gen "Mailing" record goes to the campaign whose window it falls in; a customer on more than one list goes to the newest brochure that had landed by the record's date, while a customer only on an older list keeps counting for that older brochure. Costs and mailing lists are fixed per campaign; call files are a manual re-import; enquiries and bookings attribute live from the CRM pipeline.

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