---
title: "Coralie Lodges, rapport de juillet 2027 | Barron Ives"
description: "Rapport de performance de juillet 2027 pour Coralie Lodges par Barron Ives : réservations directes, CPA et MER face aux objectifs, plan d'août et une décision."
canonical: "https://pr-110.preview.formlio.com/fr/documents/cairns-rapport-mensuel-de-performance-marketing"
locale: "fr"
type: "document"
lastModified: "2026-11-08"
alternates:
  en: "https://pr-110.preview.formlio.com/documents/cairns-monthly-marketing-performance-report.md"
---

# Coralie Lodges, rapport de juillet 2027 | Barron Ives

## July report

### July 2027: bookings below target, CPA up.

*Monthly report · Coralie Lodges*

Direct share improved, but a tracking fault and rising Meta costs pulled the month down. One decision needed by Friday 6 August.

- Prepared by: Barron Ives, Cairns
- Issued: Wednesday 4 August 2027
- Decision: Move A$14,200 of media

*Rainforest canopy meeting a reef lagoon, seen from above*

*Barron Ives*

## Status

### July at a glance

Source: Cloudbeds bookings reconciled to GA4 and ad platforms, 1 to 31 July. Six days of Meta data are modelled. See the note below.

### Direct bookings

**612**

Target 680. Missed by 10 percent.

### Blended CPA

**A$94**

Target A$82. June was A$82.

### MER

**6.4x**

Target 7.0x. June was 7.2x.

### Direct share

**41%**

Target 40 percent. Up from 34 in February.

## The one thing to know

Meta got 19 percent more expensive in July. Search and email did not, which is why we want to move the money.

## Against plan

The July rise in CPA comes from Meta. Attribution uses a seven-day click window. Meta figures for 9 to 14 July are modelled, not measured.

### Blended CPA by month

| Label | Value |
| --- | --- |
| Feb | 78 |
| Mar | 80 |
| Apr | 79 |
| May | 83 |
| Jun | 82 |
| Jul | 94 |

### July direct bookings by channel

| Label | Value |
| --- | --- |
| Meta | 229 |
| Paid search | 168 |
| Organic | 96 |
| Email | 72 |
| Creators | 47 |

### Direct share of bookings

| Label | Value |
| --- | --- |
| Feb | 34 |
| Mar | 35 |
| Apr | 36 |
| May | 38 |
| Jun | 40 |
| Jul | 41 |

## What is live

### Best performer: the lagoon cut

*Reef lagoon at dawn from a low timber deck*

### Fatigued: the canopy walk series

*Looking up through dense rainforest canopy*

### New: wet season rates page

*Rain on a still pool beside a modern lodge terrace*

## August

### Next period: August

Assumes the budget move is approved by 6 August. Without approval, the search work stays and the Meta line holds at July levels.

| Task | Start | End | Duration | Label |
| --- | --- | --- | --- | --- |
| Conversions API monitoring live | 2027-08-05 | 2027-08-09 | 5 days | Fix |
| A$14,200 moved to search and email | 2027-08-10 | 2027-08-13 | 5 days | Budget |
| Six new vertical cuts in test, replacing the canopy series that fatigued in Brisbane and Sydney | 2027-08-16 | 2027-08-27 | 5 days | Creative |
| August report on the dashboard | 2027-09-01 | 2027-09-02 | 5 days | Report |

## How the numbers are built

The same method every month, so one report can be compared with the next.

### 1. Start from Cloudbeds

Confirmed direct bookings net of cancellations are the base figure. Platform-reported conversions never replace them.

### 2. Reconcile to GA4

Bookings are matched by transaction ID. July matched at 96.2 percent, and our tolerance is 95.

### 3. Allocate spend

Media from invoices, agency fee excluded. MER is booking revenue divided by media spend.

## Risks and decisions

What went wrong, what it cost and who owns the fix. The first item needs your decision.

### Decision: move A$14,200 from Meta to search and email

Recommended. Paid search ran at a A$71 CPA against Meta's A$131 in July. If you decline, Meta stays at A$30,000 for August and we would forecast CPA to stay above A$90.

The move leaves the A$57,500 monthly media budget unchanged.

### Tracking fault, 9 to 14 July: our error

A site tag update on our side broke the Meta conversions API for six days. No media was wasted, but Meta's optimisation lost signal and we had to model that week's numbers.

Monitoring goes live on 5 August. We have credited 6 hours against this month's retainer.

### Risk: wet season demand from January

Forward bookings for January to March are 22 percent below last year. The new rates page is the first response, and it is too early to say whether it works. We'll report weekly from September.

### Risk: Google AI answers on lodge searches

Organic clicks on non-brand searches fell 6 percent while impressions rose. We read this as AI answers absorbing the click. No action in August. We'll bring options to the quarterly review on 8 September.

## Approve the move

### One decision by Friday 6 August

Approve and the budget moves on 10 August. Decline and Meta holds at July levels, with CPA we forecast to stay above A$90.

### Prepared by

**Nerida Ives**
Head of Performance, Barron Ives

Abbott Street, Cairns QLD 4870
nerida@barronives.com.au

### For approval by

**Lachie Ferreira**
General Manager, Coralie Lodges

Live numbers are on the dashboard if you want to check any figure before you decide.

### Approve the budget move

By confirming, you approve moving A$14,200 of August media from Meta to paid search and email, from 10 August 2027. The A$57,500 monthly media budget and our retainer do not change. We report the result on 1 September.