Concord, Massachusetts

How guests and AI assistants find Concord's Colonial Inn

Prepared by Ethan Hawkes · checked 30 October 2026 (12:18 pm ET) · PDF copy

The short version. Every Book button on your home page carries a Google Analytics tracking code frozen in September 2024. It still opens the booking engine, but the link hands every guest the same 2024 analytics session, which can blur your direct-booking reports.

What we checked

Your home page and contact page, fetched signed out
Your robots.txt and sitemap
The structured data (JSON-LD) that search engines and AI assistants read from your home page
Every finding below is quoted exactly, with the page it came from and the time it was fetched

What we found on your site

Book links carry a 2024 tracking code

“https://bookings.travelclick.com/14572?_ga=2.206343323.900373584.1725792558-593118389.1722371360&...”

Source: https://concordscolonialinn.com/, fetched 2026-10-30 12:18 ET

The number 1725792558 in the _ga parameter is a timestamp: 8 September 2024. Someone copied a link from their own browser session into the site.

Why it matters

Your booking engine reports direct bookings by source. A hard-coded _ga value can make guests who click Book look like the same 2024 visitor, which blurs which marketing actually drives direct bookings.

3 fixes, ranked

Remove the _ga= part from every Book link.Link to https://bookings.travelclick.com/14572 with only the parameters you need. Analytics adds its own tracking when a guest clicks.Web · 30 minutes
Turn on cross-domain tracking properly.If you want to follow guests from the site into TravelClick, set it up in Google Analytics (cross-domain measurement) rather than pasting a session into the links.Marketing / web · 1–2 hours
Check other pages and emails for copied links.Search packages, weddings and email templates for "_ga=2." and clean them the same way.Marketing · 1 hour

If it's useful, I'd welcome 20 minutes to compare notes on how guests are finding independent hotels now. — Ethan Hawkes, Signalry