Journey Based Measurement · Worked example
Journey Based Measurement is the single model we would run for Tourism Fiji. It tracks the whole journey, from wanting Fiji to referring it, against your RFP goals. Six stages, each with the metrics that represent a real outcome, the target it moves, and one source of truth. Here is that model, built around your numbers.
The operating rhythm
We start with your target, work back to the data, find the opportunity, and every month we measure whether we moved it. Not every move works. The model finds what does, cheaply, and then we scale it.
Pull your full digital footprint into the one journey model. Baseline every stage.
Locate where the journey leaks and which fix moves a commercial target.
Test the highest-leverage fix, across search, AI search, conversion and CRM. Smallest bet first.
Attribution shows what worked. Keep it, scale it, or drop it. Repeat.
The model
Every stage answers one question, tracks the few metrics that represent a real outcome, ties to one of your RFP goals, and reads from a single source of truth. Every month, each line is placed against target, so reporting becomes a decision, not a rear-view mirror.
| Stage | The question | What we measure | Your target | Source of truth |
|---|---|---|---|---|
| 1 · Want | Is the market wanting Fiji? | Brand & category search visibility, paid reach, AI share of voice | Awareness & consideration +3% per market | Search Console · paid platforms · AI-visibility scan |
| 2 · Find | Can travellers find you? | Sessions by channel (organic, paid, AI, direct), clicks, position | Sessions 13.4m → 20m · unique visitors 7.7m → 14m | GA4 · Search Console |
| 3 · Consider | Are they engaging and moving closer? | Engaged sessions, time on site, key page views, lead-capture starts | Time on site 2 min+ · consideration +3% | GA4 |
| 4 · Buy | Are they converting? | Leads to operators & Fiji Airways, conversion rate, tracked handoffs | Leads 48,492 → 75,000 · higher conversion | GA4 · operator / Airways handoff · CRM |
| 5 · Rebuy | Are they coming back? | Database growth, repeat visitation, email engagement | Database → 80,000 · repeat visitation | CRM · email platform |
| 6 · Refer | Are they referring others? | Social following & engagement, reviews & rating, operator referrals | Social & engagement → 1.3m | Social platforms · review sites · GA4 |
The map · Fiji today
From our public audit of fiji.travel, no access to your analytics needed. Each is a measurable opportunity the model would track from day one.
Fiji leads the questions that name Fiji, and is largely absent from the unbranded inspiration questions where the destination is chosen. About 3% of your organic traffic is category demand today.
Quick win: category & AI-answer contentfiji.travel is cited on fewer than one in five AI answers we tested. The engines quote OTAs and blogs rather than you, even where Fiji wins.
Quick win: structure fiji.travel to be the source79% of ranking traffic is informational; only about 2 to 5% is booking-intent. Region pages inspire, then route only to a newsletter or Instagram.
Quick win: dream-to-book bridgesThere is no Fiji Airways pathway on the site, though it is a named KPI, and operator handoffs share no single tracking standard, so the biggest goal runs through paths the site does not instrument.
Quick win: one tracked lead standardThe signup asks seven fields with no incentive, and the rich first-party signal it collects is not powering segmented nurture.
Quick win: value exchange + activationThe guest reviews you collect are never shown on site, and there is no on-site social proof feeding the next traveller's decision.
Quick win: surface reviews & UGCThe instrument
A single view of every RFP target, the stage it sits in, and where AI is (or isn't) recommending Fiji. Baselines and targets are your real RFP numbers; the trajectories are illustrative until connected, and the AI scoreboard is from our Google baseline scan.
Goal-first. Every tile is an RFP §7 target, tagged to its stage. Progress bars sample only, populate with live GA4 / CRM / lead data on connection.
Share of the answer by theme · from our 68-prompt Google baseline (one segment of the full multi-engine audit)
Where measured lead value originates · illustrative sample
The point of the panel isn't the numbers, it's that every one becomes knowable once the journey is instrumented. Today, most of this is invisible.
Goal-first
Your RFP goals, each mapped to its journey stage, the fix, and the audit evidence behind it. Financial-year phasing to confirm.
| Target | Stage | Baseline → target | Our lever |
|---|---|---|---|
| Leads · operators + Fiji Airways | Buy | 48,492 → 75,000 | Connect & instrument the lead paths; attribution. Connect the funnel |
| Database signups | Rebuy | → 80,000 | Value-exchange signup; activate first-party data. CRM |
| Website sessions | Find | 13.4m → 20m | Search & AI search on category and NA inspiration demand. Own the answer |
| Unique visitors | Find | 7.7m → 14m | Reach new markets and segments via AI search. Own the answer |
| Higher conversion | Consider → Buy | baseline + lift | Test–measure–learn CRO on the funnel. Connect the funnel |
| Sentiment + consideration | Want | ≥3% / market | Own cultural-depth & stewardship narrative in AI answers. Own the answer |
| Social following & engagement | Refer | 1.11m → 1.3m | Turn reach into owned audience; surface proof on site. Grow & know |