Define the conversion first
Separate an enquiry, a checkout start and a confirmed booking. If several events are counted as conversions, label them clearly. Check whether the advertising platform receives a booking value and whether that value includes taxes, extras or other amounts that differ from your internal revenue measure.
Read acquisition cost with context
Cost per booking is advertising spend divided by attributed bookings under the chosen method. It says little about guest count or contribution on its own. Two campaigns can have the same acquisition cost while producing different group sizes, reseller involvement and departure economics.
Keep ROAS and profit distinct
Return on advertising spend compares attributed revenue with advertising spend. It does not deduct all the costs of delivering the tour. Review refunds, commissions, guide costs and capacity alongside the campaign result. Attribution is a reporting model, not proof that every credited booking was caused by the ad.
Turn the report into a decision
Compare like periods and document changes in price, availability and tracking. A sold-out departure can limit growth even when an ad attracts interest. Use findings to adjust the message, booking journey or campaign allocation, then check whether the next comparable period supports the decision.
A concrete example
An illustrative $300 ad spend produces $1,500 attributed revenue: 5× ROAS. If the delivery costs consume most of that revenue, the campaign needs a different discussion from the headline ratio.
Put it to work this week
Write down what your conversion event and booking value include before comparing the next campaign.