BYHOURS is the leading platform for hotel micro-stays, with a genuinely innovative model. But despite that, their measurement setup was introducing significant distortions in performance, making it difficult to understand what was actually working.

We found multiple critical issues: missing conversion events, misattributed revenue, signal loss from Consent Mode, and technical errors in Google Tag Manager. These weren’t marginal problems. They were directly affecting how performance was measured and how the algorithm optimized.

Ad platforms are only as effective as the data they receive. That data feeds both Google’s bidding systems and every strategic decision behind them. If it’s incomplete or incorrect, optimization becomes guesswork.

What we found and fixed

• Missing conversions
  
  In several key markets, booking events were not being recorded correctly. Google Tag Manager was failing to trigger consistently, meaning a meaningful share of real conversions was invisible.
  
  
• Consent Mode signal loss
  
  Privacy constraints were reducing observable performance. We adjusted the setup to recover as much usable signal as possible.
  
  
• Misconfigured tracking logic
  
  The trigger setup was not properly aligned with the website’s technology, leading to unreliable or missing conversion data.
  
  
• Revenue inconsistencies
  
  We identified major issues with currency reporting. Revenue was being logged in incorrect currencies, which significantly distorted ROAS and overall performance metrics.
  
  

Because of these issues, historical performance data could not be trusted. Comparing before and after results would be misleading. The first step was not optimization, but restoring data integrity.

Once the data was fixed, two things changed.

First, Google’s algorithm could finally optimize on reliable signals, which led to measurable improvements in campaign performance.

Second, and more importantly, BYHOURS gained a clear and accurate view of the value generated by their advertising. Decisions around budget, bidding, and strategy are now based on real data rather than assumptions.

This is the part many teams overlook. Scaling doesn’t fail because of strategy. It fails because the underlying data is not reliable enough to support it.

At Equeco, we don’t just optimize campaigns. We make sure the data they rely on reflects reality, so the system can actually work as intended.

Are your campaigns measuring reality, or just a version of it?