Hospitality & Travel
How Fathom unified booking attribution across 30 boutique properties
A boutique hospitality group had no reliable way to connect ad spend to actual bookings across its properties. Tensor built the attribution layer that finally made channel ROI visible.
PUBLISHED
READING TIME
6 min read
COMPANY SIZE
150–300 employees
PROJECT TYPE
Attribution & Reporting
CLIENT
Fathom
ABOUT THE CLIENT
Fathom operates a portfolio of 30 boutique hotels and short-stay properties, marketing centrally while taking bookings through a mix of its own site, OTAs, and phone reservations. Attribution across that mix had never been reliably connected to ad spend.
Thirty properties, no shared truth on what's working
Bookings arrived through the direct site, three OTA integrations, and phone reservations — but ad platform reporting only ever saw the direct-site portion, understating true channel performance and making it impossible to justify budget for channels that were quietly driving bookings through other paths.
One ledger, every booking path included
Tensor built a server-side attribution layer that reconciled ad spend against bookings across all channels — including OTA and phone reservations tagged back to originating campaigns — giving Fathom's marketing team a single, trustworthy view of channel ROI for the first time.
Channel ROI the finance team finally trusts
Once OTA and phone bookings were properly attributed, several channels previously written off as underperforming turned out to be driving 3.8x more bookings than platform dashboards showed — leading to a 27% budget reallocation toward the channels that were actually working.
3.8x
more bookings attributed than platform-reported
30
properties on one attribution ledger
27%
budget reallocated to true top performers
We were about to cut budget from channels that were secretly some of our best performers. This is the first time our numbers have matched reality.
Owen Bradshaw
CMO, Fathom
