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15. June 2022, 6 min read

Reach more goals with restaurant analytics tracking

Author: Birgitte Brøndum
A group of happy people jumping
A group of happy people jumping
Photo: Husna Miskander

Tracking your restaurant analytics can give you a lot more achievements to celebrate. Best of all — it doesn’t have to be complicated. Let’s show you how tracking is the key to more restaurant bookings! 

The data you get from tracking makes it easier to spend money on the right things. This means that you won’t waste money and time on marketing campaigns that don’t bring you more guests.

Tracking can also help you figure out if guests are leaving your website too fast to even consider booking a table. In other words, tracking is a way to understand your guests and be one step ahead of them.

You’ll know what guests want before they even have time to ask. Tracking will boost your business and revenue – it’s as simple as that!  

Can you be more specific? 

Yes! Let’s start with an overview of the fun highlights before we dig into the details.

Using restaurant analytics can:  

*Source: FinanceOnline.com

Which devices and browsers are your guests using?  

Different devices: Desktop computer, smartphone and tablet. There's a yellow lightbulb with a question mark on each screen.
Photo: DinnerBooking

Tracking can show you which devices and browsers your guests are using and when they’re using them. Why is this important? It’s important because you want your page to be fully optimized for all devices.  

Let’s say the tracking data shows you that many visitors using a specific browser or device leave your page way too fast. In the wonderful world of tracking, the term ‘bounce’ is used when visitors leave a website without going any further than the main page.

A high bounce rate could indicate that something doesn’t work quite as it should.

Perhaps your menu or booking page doesn’t load right on your guest’s device. This means that you’re missing out on hungry guests. It also means that you’re now aware of the problem and that you can take steps to fix the issue.

Once the issue is found and fixed, you should see the bounce rate dropping and the booking rate going up. 

Working with tracking data — get an easy start

Restaurant staff looking at restaurant analytics on a laptop
Photo: Canva Studio

We all like free tools that can do great things. Google Tag Manager is exactly that – a free tool that pulls the strings behind elements of code and tags on your restaurant’s website.

Google Tag Manager is an analytical tool that makes it easy to install all your marketing and analytics channels in one place. It’s simple to use, and you don’t need to be a coding whizz to understand how to use it.  

Want to know more about setting up data tracking via DinnerBooking’s system? Read our handy guides right here and get an easier start with data tracking.

The best thing about Google Tag Manager is that you can use it without hiring a web developer or asking your code-crunching sister-in-law to help you.

That said, as with every kind of tool, new phone and coffee machine there’s a small learning curve. You’ll need to know the basics, to find the best way to make Google Tag Manager work for your restaurant’s concept.  

Useful Google Tag Manager terms

Tags: are code snippets or tracking pixels from third-party platforms and tools 

Here are some examples of common tags:  

Facebook pixels 

Google Analytics tracking code 

Google Ads Code

Heatmap tracking code 

Custom HTML scripts  

GDPR data privacy scripts 

Triggers: activate your tags. In this context, activating a tag is referred to as firing. They let Google Tag Manager know when, where and how to work for you, such as firing a tag when guests view your page, click on a link or fill out a booking form.  

Here are some of the most common triggers:

Custom events

Scroll depth: how far a guest scrolls on your website  


Button clicks  

Form submissions  

Variables: these are pieces of extra information Google Tag Manager might need in order for your tag and trigger to work.

An example of a common variable is the GTM variable named “Page URL” which returns the current web page URL.

Now that you know the essential terms and elements of Google Tag Manager, you’ll have a head start when working with your restaurant’s tags.  

Already have Google Tag Manager? Read our GTM guide and get started in 3 easy steps.

Our guides include a ready-to-use file that will make it even easier for you to get started with your tracking since we’ve already done some of the work for you — neat, right?

Make your menu irresistible with tracking insights 

Manicured hands with red nail polish holding a restaurant menu over a white table.
Photo: Daria Shevtsova

Your menu is your main attraction. Most restaurants have experienced a well-planned menu not being a success with the customers. Finding out exactly why the menu isn’t as popular as it should be is a hard nut to crack. By using insights from restaurant analytics tracking, you can find out exactly what your guests crave and when they crave it.  

Tracking lets you combine data about the most popular dishes, drinks and menu packages with guest reviews and feedback. This means that you can pinpoint the dishes that need to be replaced or tweaked. Maybe a small discount will encourage guests to try out a pricier item on your menu.

Maybe it’s as simple as moving around the items on your menu to draw attention to your restaurant’s bestsellers. Tracking can help you with this, and that’s just one reason we want you to know more about it.  

Find out how guests found you 

Tracking metrics will show you how many visitors landed on your website because they clicked on an ad or social media campaign. With this knowledge, you’re much better equipped to reach more guests. You can also stop paying for ads that aren’t working for you. 

Reduce food waste, boost staff efficiency and relax more 

With data from restaurant analytics tracking as your trusted ally, you’ll get a much better overview of your peak days and less busy periods.

This means:

All this translates to a more efficient workflow, less food waste and more time to relax instead of working overtime. 

Passion and tracking data — a strong combo  

Gut feelings will always be a thing in the restaurant industry. You know your concept, your loyal regulars and your best methods for reaching many of your goals. This won’t change and it shouldn’t, because passion, experiences and skills are what make your restaurant unique.

All this will still be true when you dive into your restaurant analytics insights. In fact, it’s a way of strengthening what’s uniquely yours to make it better and reach more guests.  

By combining tracking insights with your passion, you’ll be ahead of your competitors while increasing profit and making your life easier. Now that’s something! 

Don’t forget to check out our tracking guides right here.