Under Canvas

Streamlining Analytics and Attribution for Luxury Hospitality

Problem Statement

Under Canvas is a leader in luxury outdoor hospitality, with award-winning resort-style camps located near national parks across the U.S. To support their growing digital marketing efforts, Under Canvas needed a more reliable and scalable analytics foundation—one that could integrate with the SynXis reservation platform, accurately attribute revenue, and provide actionable insights across multiple properties and marketing channels.

Situation

At the start of the engagement, several key issues were limiting performance and clarity:

  • Revenue tracking through SynXis was broken, resulting in inaccurate top-line reporting and unreliable attribution.
  • Tagging and tracking from multiple marketing vendors (including Google Ads, Bing, Meta, GCM, CallRail, Pinterest, Cartstack, and Duetto) were fragmented and error-prone, particularly since each property had unique campaigns.
  • A/B testing and analytics workflows were inconsistent, leading to frequent data quality issues and slow deployment of campaign optimizations.
  • Reporting lacked focus on core KPIs, making it difficult to compare performance across properties or channels holistically.

Summary

Marketing Science rebuilt the analytics and optimization infrastructure for Under Canvas, resolving broken revenue tracking, standardizing multi-vendor tags, and aligning A/B testing with key metrics. With accurate data, streamlined workflows, and focused reporting, Under Canvas now confidently optimizes marketing across all properties and channels.

Key Results

  • Restored accurate revenue tracking and cross-domain attribution, enabling reliable performance analysis across all marketing channels.
  • Reduced reporting and analysis time, while improving data quality and enabling faster, more effective campaign optimizations.

Solution

To solve these issues, I rebuilt the analytics foundation from the ground up:

  • Fixed the SynXis integration, resolving cross-domain tracking issues and refactoring ecommerce tags to capture accurate revenue and bookings.
  • Audited and cleaned the Google Tag Manager (GTM) container, testing every tag and trigger, removing deprecated items, and refactoring the rest to ensure consistent tracking across properties and channels.
  • Aligned A/B testing with analytics, integrating testing tools with standardized tagging and defining a shared analytics and optimization workflow to streamline future deployments.
  • Developed new Looker Studio dashboards tailored to Under Canvas’ most important KPIs, enabling the marketing team to evaluate performance by property, campaign, and channel with clarity and consistency.

Results

With a rebuilt analytics infrastructure and clearly defined workflow, Under Canvas gained the ability to confidently optimize digital marketing campaigns across all properties. Data quality significantly improved, reporting time was reduced, and testing insights could now be acted on faster and more reliably. This foundational work allowed Under Canvas to scale its marketing efforts efficiently while maintaining strong performance tracking and attribution across a complex digital ecosystem.

Accurate Revenue Attribution

Fixing cross-domain tracking and integrating booking platforms like SynXis ensures that every booking is correctly tied to its marketing source. This gives hospitality brands the confidence to invest in the channels that truly drive results.

Faster, Smarter Optimization

By streamlining analytics and A/B testing workflows, teams can move quickly from insights to action. This leads to more effective campaigns and faster improvements in conversion performance.