Social drove €80K+ in direct bookings a year, tracked end-to-end with promo codes, UTM, GA4 & Rezdy. Two viral videos booked €40K in 48 hours.
Promo codesUTMGA4RezdyAttribution
Context
Most social teams report reach. I was asked to report revenue. For a Rome travel & lifestyle brand I turned organic content into a measurable booking channel, and built the attribution to prove every euro of it.
What I did
Built a closed-loop attribution stack. Promo codes per campaign, UTM-tagged links in bio and captions, GA4 for on-site behaviour, and Rezdy as the booking system of record, so every booking traced back to the video that drove it.
Designed content as a funnel, not a feed. Hook-led short-form at the top, saved/shared “planning” content in the middle, and a frictionless code-to-checkout path at the bottom.
Ran the offer like a growth loop. Time-boxed promo codes created urgency; the best-performing hooks were re-cut and re-shipped across accounts within days.
Reported in money. Weekly revenue-attributed dashboards replaced vanity screenshots, so spend and effort followed what actually converted.
Result
€80K+ in direct, social-attributed bookings per year. Two viral videos booked €40K in 48 hours; a single 3.1M-view video drove €23K, and a 2.5M-view video another €17K, all tracked through to Rezdy, not estimated.
