→
Goals aligned with agencies
Conversion KPIs Palladium Hotel Group signs with external agencies are defined and measured against SealMetrics data. End of the “which pixel is each side looking at” debate.
Case study · Palladium Hotel GroupA single source of truth that brand, agencies and departments accept as valid.
Palladium Hotel Group uses SealMetrics as their single source of truth to align conversion goals with their agencies and across departments. The number that triggered the change: 40% of their traffic had no attribution in the previous measurement stack.
The DV360 case
An efficient measurement model for the Display channel.
One of the most intensive applications Palladium Hotel Group made of SealMetrics was on their Display & Video 360 campaigns, Google's programmatic platform. The classic problem of any programmatic buy is always the same: part of the inventory converts better than the rest, and separating one from the other from inside the platform itself is non-trivial.
Before SealMetrics, the underlying issue was measurement: with 40% of traffic unattributed, there was no way to build a robust model to evaluate Display. With the pixel and native measurement, the team saw aggregates but couldn't isolate which partners, placements or audiences were really generating qualified intent.
SealMetrics let them implement an efficient, robust measurement model for the Display channel based on Cost-per-Search — i.e. cost per availability search in their booking engine. With every visit correctly attributed to partner and placement of origin, the team could distinguish which parts of the inventory moved real availability searches and which only added volume.
With that model in hand, Palladium Hotel Group optimised partners, placements, audiences and strategies across Display, rebalancing investment toward the combination that performed best on the metric that mattered.
Display result
+165%
improvement in Cost-per-Search on the Display channel, after applying the SealMetrics-based measurement model and rebalancing the mix of partners, placements, audiences and strategies. Same budget. Different measurement. Different decisions.
How they used the data — decision flow
- 01Attribute 100%SealMetrics correctly attributes inbound traffic from DV360 to partner, placement and audience — without depending on consent or the platform pixel.
- 02Model on Cost-per-SearchWith attribution resolved, build a model based on Cost-per-Search of availability in the booking engine: a metric closer to real intent than aggregated conversions.
- 03Optimise the mixRebalance partners, placements, audiences and strategies toward the combination that performs best on Cost-per-Search. Cut the ones that bring volume without intent.
- 04Scale with criteriaWith a robust model in place, new partners and placements come in with the certainty they'll be evaluated with the same rigour. Scaling decisions stop being intuition and become data.
Client
Palladium Hotel Group
Sector
Hotels · eCommerce
Primary use
Single source of truth
Scope
Brand + agencies
In marketing and eCommerce, measuring the result of a campaign is only part of the problem. The other part — equally important — is that every party involved is looking at the same number. When the brand, the paid media agency, the creative agency and the internal analytics team see four different figures for the same campaign, no real conversation is possible: each side defends its own metric.
Palladium Hotel Group decided to cut that knot. Instead of choosing the tool that reported the most sales — or the one that suited each department best — they picked a different criterion: the most neutral tool.
That criterion led them to SealMetrics. Since then, conversion goals — at company level, at department level and with their external agencies — are defined and measured against the data SealMetrics delivers.
“The data SealMetrics delivers is agnostic, unbiased and neutral. There's no black box.”
Toni Andújar · Digital & Direct Sales Director · Palladium Hotel Group
40%
Traffic with no attribution before SealMetrics
The data existed, but the source / medium of origin was lost.
35%
Bookings without attribution
The event was logged in GA4, but it couldn't be assigned to the channel that generated it.
1
Single source of truth
Accepted by every player: brand, departments and external agencies.
The real problem: four tools, four different truths.
Like any brand with serious paid media investment, Palladium Hotel Group operates with a fragmented measurement ecosystem: the Meta Pixel, the Google Ads tag, Google Analytics, the booking engine and each agency's own platforms. Multiple sources that rarely agree.
The usual outcome is familiar to any Direct Channel team: reporting meetings where half an hour is spent reconciling figures, goals negotiated with the agency on metrics the internal team later won't validate, and investment decisions made on data each side interprets to suit themselves.
In that context, the first finding with SealMetrics was about scale.
The finding that changed the conversation
40% of inbound traffic had no attribution.
When SealMetrics was compared against their previous stack, Palladium Hotel Group Group discovered that roughly 40% of the traffic reaching the site was not being attributed correctly: it was logged as traffic, but its real source / medium was lost — absorbed into “direct” or left unassigned.
The effect on bookings was equivalent. Booking events did appear in GA4 — the team works with properly configured events — but 35% of those bookings could not be connected to the campaign, channel or placement that had generated them.
With that picture on the table, debating tenths of ROAS in a meeting with the agency becomes a different conversation. It's no longer “your number versus mine.” It's “a substantial part of what happens on the site isn't being attributed to anyone in either of our reports.”
The strategic call: pick by accuracy, not by reported volume.
Here's where Palladium Hotel Group differs from many other digital teams. When a brand compares measurement tools, the natural temptation is to pick the one that reports the most conversions — not the one that reports the most accurate data. The temptation is understandable: the tool that inflates the figures always looks better in the management committee.
Palladium Hotel Group chose the opposite. They picked the tool that measured 100% of the events on the site — no modelling, no estimation, no attribution biased toward an in-house channel — and accepted that good data sometimes hurts more than optimistic data.
The data governance problem
Platform A
Meta Ads
Platform B
Google Ads
Aggregator
Google Analytics
↓
Neutral source of truth
SealMetrics
Meta reports with Meta's bias. Google reports with Google's bias. Analytics lives inside Google's ecosystem. Any dashboard built on those three sources carries a structural bias that's impossible to correct.
SealMetrics doesn't sell ad inventory, doesn't optimise campaigns and has no incentive to inflate attribution toward any channel. That neutrality — technical and commercial — is what allows the media agency, the Direct Channel team and company management to sign goals against those numbers without anyone feeling they're signing against a rival.
The business outcome: 35% of bookings that weren't attributed.
Traffic without attribution has a direct consequence: the bookings that traffic generates can't be assigned to a channel either. According to the Palladium Hotel Group team, roughly 35% of the bookings appearing in GA4 couldn't be tied to the source that had generated them. Real bookings, logged as events, but with no usable attribution for investment decisions.
The proportion makes sense: not all traffic whose attribution is lost converts at the same rate as well-attributed traffic, so a 40% gap in traffic attribution translates into a slightly smaller — but still material — gap in booking attribution. Roughly one in three bookings happened without the team knowing with certainty which campaign, which channel or which marketing decision had generated it.
When SealMetrics started attributing those bookings to the channel that had actually originated them, what changed wasn't just the volume reported per channel — it was the composition of the mix. Channels that looked “expensive” under the previous stack turned out to be profitable; campaigns that looked like stars were revealed as transient capture of demand generated by other channels.
“Today every player is happy. The data is neutral, there's no black box, and everyone has accepted these numbers as the reference.”
Toni Andújar · Digital & Direct Sales Director · Palladium Hotel Group
Why this case matters
The same principle applies to any programmatic buy.
What Palladium Hotel Group did with DV360 can be replicated on any inventory-based buying platform: Display, Native, Connected TV, Audio. The pattern is identical: without complete attribution, no measurement model is possible. With complete attribution, Cost-per-Search — or any intent proxy close to the product — becomes the lever to rebalance the mix.
What this unlocks day-to-day.
→
Coherence across departments
Direct Channel, eCommerce and management see the same numbers. Four versions of the same campaign no longer circulate inside the organisation.
→
Defensible investment decisions
When a channel is cut or another is scaled, the decision rests on a number no stakeholder can dispute as biased.
→
Fewer reconciliation meetings
The time previously lost reconciling figures between tools is freed up for actual analysis and optimisation.
The lesson for other brands: precision and neutrality are the feature.
Good analytics tools are evaluated on two distinct criteria that often get merged in the same pitch: data precision (how close it is to reality) and data neutrality (how much it depends on who reports it). Cases like Palladium Hotel Group's show why both matter, and why both are required at once.
Precision is the foundation. SealMetrics measures without modelling, without sampling, without estimating: it captures 100% of the events on the site and processes them as they are. In an era when GA4 reports statistical averages derived from data-driven models — estimates, not measurements — having the exact number is the first condition for defensible decisions.
Neutrality is what turns that exact number into a common language. Ad platforms are also precise inside their own domain — Meta knows perfectly well which users saw its ads, Google knows which clicks its ads generated — but each one reports with the natural bias of its own business: claim as many conversions as possible. Precise data without neutrality is still partial. Neutral data without precision isn't useful. What unlocked the Palladium Hotel Group case is having both in the same source.
Any organisation with more than one department touching the marketing P&L and more than one external partner looking at the same numbers lives, silently, with the same problem. The solution isn't to give one of the parties more precise data. It's to have a source whose precision and neutrality every party accepts as legitimate before starting to argue what to do with the numbers.
Case study based on a conversation with Digital & Direct Sales Director, Digital & Direct Sales Director at Palladium Hotel Group, in April 2026. All figures cited come from the Palladium Hotel Group team's own internal comparison between SealMetrics, the company's previous analytics stack and its booking engine. The percentages reflect the client's reading of their own operation, not a SealMetrics benchmark.
Run your own neutrality test in 30 minutes.
Book a walkthrough. We run your own site through SealMetrics, surface the attribution gap live, and show you what you've been missing.
Built by a founder · supported by a founder · EU-hosted by design