Case study · Dreamplace HotelsDecide paid media investment on the real number, not on what each platform reports.
Dreamplace Hotels integrated SealMetrics into their internal analysis process. The gap with other tools in sales attribution sits between 15% and 20% — and that gap already moves channel-level budget decisions.
Eduardo Martin leads analytics and campaign management at Dreamplace Hotels. He has been working with SealMetrics for nearly two years, and what started as a contrast tool has become a fixed piece of his analysis process.
The context will be familiar to any European eCommerce marketer: recent privacy changes, browser blocking and consent banners have pushed traditional measurement tools behind reality. The data was there, but it wasn't being seen in full. And without complete data, no decision is fully safe.
«Other tools — we know how they work, it's not that they don't serve a purpose — but they haven't adapted to the changes of the last few years, and we felt something was slipping through the cracks,» Eduardo explains.
“What it gives us is what we've always needed: data as real as possible, as close to reality as possible.”
Eduardo Martin · Analytics & Campaigns · Dreamplace Hotels
From a contrast tool to a decision tool.
In the first phase, SealMetrics was used to cross-check data. A parallel picture next to traditional platforms, used to validate whether what Meta, Google and Analytics were reporting was close to what was actually happening.
After the last campaign of the season, the framing changed. SealMetrics isn't alongside the process anymore: it's inside the process.
A contrast tool
SealMetrics was opened to compare. Decisions were taken on platform data; SealMetrics was used as a control.
A decision tool
SealMetrics is built into the extraction and analysis process. It's the data channel decisions are made on.
«It's no longer a tool that sits there for us to see what number it gives. It's the tool that gives us the real number, and the one we make decisions with,» Eduardo summarises.
Where the difference shows up: attribution, not just traffic.
One of the team's most useful findings was distinguishing two different gaps. The first, in raw traffic: SealMetrics captures roughly 30% more traffic than Google Analytics. That figure alone forces a review of any conversion rate, cost-per-visit or ROAS calculation made on the previous data.
The second gap — the one that ends up moving budget — sits one level deeper: in how that traffic is attributed to channel.
«Where we really see the difference is in how that traffic and especially that revenue is attributed. Between a 15% and a 20% gap closer to pure CRM data.»
In other words: SealMetrics attributes 15% to 20% more sales to the correct channel than the previous tool, getting much closer to Dreamplace's native CRM. Applied to a paid media budget in peak hotel season, that percentage is the difference between investing with conviction and investing blind.
Where it's used: Meta and Google, by channel before by campaign.
The team prioritised SealMetrics on the two fronts where the traditional pixel produces the most friction:
- —Meta and Google as the first focusThe two channels with the highest spend and the largest discrepancy between what the pixel reports and what reaches the CRM.
- —Read by channel before by campaignFirst, fix the reliability of the data at channel level; from there, drill down into specific campaigns.
- —Conversation with the agencyThe media partner already knows Dreamplace wants to operate against this read. The plan is to incorporate SealMetrics into the feed optimisation flow next year.
Site properties → dynamic campaigns.
Dreamplace is starting to work with the properties SealMetrics captures (hotel location, room size and room type) to feed dynamic campaigns by search intent: users interested in five-star hotels, in family rooms, etc. The goal is to leave behind undifferentiated re-impact campaigns and operate on real intent signals.
Investment better allocated.
When asked about impact, Eduardo avoids quoting an uplift figure that isn't rigorously measured. He prefers to frame the value where he actually sees it:
“The value is in optimising the budget and the investment. It's not just what extra you generate: it's that you're investing better, because you're shifting toward a channel or strategy you weren't seeing before.”
Eduardo Martin · Dreamplace Hotels
That allocation differential — moving spend toward channels that were previously invisible — feeds through to the final sale. But before that, it feeds through to the confidence with which decisions are taken. For a team that operates on seasonal budgets and tight decision windows, that shift in the underlying information is what counts.
And one line that explains why SealMetrics matters.
At the end of the conversation we asked Eduardo how he'd recommend SealMetrics to a peer at another eCommerce. His answer isn't a pitch. It's a question:
“I'd ask them whether they think the numbers they have are the true ones, the real ones. That's the starting point. From there, the conversation runs by itself.”
Eduardo Martin · Dreamplace Hotels
It is, probably, the cleanest summary of what SealMetrics solves. Most eCommerce marketing teams have spent years accepting incomplete data, because there's no clear reference point to measure against. Having that reference — and making investment decisions from it — is the difference between getting it right by luck and getting it right by method.
Case study based on a conversation with Eduardo Martin, analytics and campaign management lead at Dreamplace Hotels, in April 2026. All figures cited come from estimates by Dreamplace's own team based on their internal comparison between SealMetrics, third-party analytics tools and their CRM.
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