Viator Analytics: What the Supplier Dashboard Shows and Doesn’t

Viator analytics sit in the Supplier Management Center at supplier.viator.com. Every supplier can see their bookings and revenue there, along with each product’s quality level. Viator’s most detailed data (page views, competitor comparisons and ad impressions) is documented only for products in Viator Accelerate, its paid visibility programme.

Search for Viator analytics and you’ll find two kinds of result. The first is copycat pages listing dashboard features nobody can point to. The second is Viator’s own help pages for affiliates, the websites that earn commission sending travellers to Viator. Neither tells an operator what their own dashboard means.

This guide sticks to what Viator has actually documented, as of October 2026. It covers what the standard dashboard gives you, what Accelerate adds, which numbers aren’t for you, and what no part of the dashboard will tell you. Viator changes its portal often, so check each point against your own account. For the rest of the platform, see our Viator supplier guide.

Key Takeaways

• Viator analytics live in the Supplier Management Center. Viator documents its most detailed data (page views, competitor performance and ad impressions) only on the Insights page for products in Accelerate.
• You can see a product’s visibility score, the top competitor’s score and the destination average without joining Accelerate. It’s the only competitor benchmark Viator gives you for free.
• Accelerate shows the commission rate that would remove competitor ads from your own product page. In Viator’s example, that was 38%.
• “Performance Trends”, “Visitor Conversion Rate” and the Gross Bookings Report are affiliate tools. They don’t measure your listings.
• No part of the dashboard shows your net revenue after commission, your ranking position or why a number moved.

---

Where to Find Viator Analytics

Viator analytics are in the Performance area of Viator’s Supplier Management Center. Every supplier sees bookings, revenue and quality level there, and products in Accelerate get an extra Insights page. The details depend on whether a product is in Viator Accelerate, the programme where you pay more than the minimum commission in return for extra exposure.

Data	Every supplier	Products in Accelerate
Bookings and revenue	Yes	Yes
Product quality level (Good or Excellent)	Yes	Yes
Visibility score, top competitor score, destination average	Eligible products, under the Products page’s Accelerate tab	Yes
In-depth page views, bookings and competitor performance	Check your account	Yes, on the Insights page
Ad impressions and share of impressions	No	Yes
Net revenue after commission and promotions	No	No
Ranking position	No	No

Viator’s own guide to the visibility score puts the Insights page under Performance, on the Accelerate tab. It describes Insights as giving “more in-depth information about bookings, page views, and competitor performance”. That wording suggests the standard view has a lighter version of the same figures. What it doesn’t do is list them.

Viator Performance Metrics: What’s Documented for Every Supplier

Viator hasn’t published a list of the metrics on the standard Performance screen. So rather than repeat the invented lists you’ll find elsewhere, here is what’s documented.

• Bookings and revenue, by product. Check whether revenue is the price the traveller paid or what reaches you. At Viator’s typical 20% to 25% commission, the gap is large. Our Viator commission guide breaks down the numbers.
• Quality level. Each product is rated Good or Excellent, and Excellent products get the Badge of Excellence. Our guide to the Viator Badge of Excellence covers the six requirements.
• Cancellations and no-shows. Supplier cancellations count against you. The No Show reporting tool protects you against chargebacks, and Viator says it has helped suppliers win 73% of chargeback disputes. Our OTA cancellations guide covers both.

Conversion rate is the open question. When Arival compared the two platforms’ analytics in 2024, it found that Viator’s analytics stopped short of conversion rates, while GetYourGuide’s included them. If your account now shows one, find out how Viator defines it before you compare it with anything else. Our guide to GetYourGuide analytics shows how much more GetYourGuide publishes about its own dashboard.

Read the numbers against Viator’s ranking pillars

Viator’s ranking and sort overview names three pillars: relevance to the search, product competitiveness (reviews, rating, price, availability and recent performance) and popularity. Popularity covers click-through rate, page views and bookings. Viator defines click-through rate as clicks on a listing divided by the number of times it may be seen.

Your bookings and page views therefore aren’t just a record of last month. They feed next month’s ranking. A product that has a slow month gets shown less, which makes the following month slower too. If page views drop, look at relevance first: category, themes, location fields, title and first photo. If page views hold but bookings fall, the product page is the problem. Our guide to optimising your OTA listing sets out the four patterns.

Viator Accelerate Insights: The Extra Layer

Accelerate is where Viator puts its documented analytics. Viator calls it commission-based, with no upfront cost: you raise your commission above the minimum, and Viator shows your product in more places.

Visibility score

An eligible product shows a visibility score under the Accelerate tab on the Products page, even if it isn’t in the programme. Underneath it, Viator shows the top competitor score (the highest visibility score in your destination at that moment) and the average visibility score for the destination. Scores are colour-banded red, yellow and green.

Viator says product quality affects page views, and page views feed the score, so commission isn’t the only lever. Take a hypothetical Belfast black-taxi tour run by Ciaran. His visibility score is 22 against a destination average of 35, and he’s about to raise his commission to close the gap. Then he reads his own listing as a traveller would. It has four photos, the inclusions are vague and the most recent review is from March.

He fixes the listing first and waits a month before he looks at commission again. That order is cheaper, and the improvements stay with the listing whether or not he joins Accelerate.

Ad impressions

Accelerate products are shown in ad placements on destination pages, other high-traffic pages and competitors’ product pages. Each time your product appears in one of these placements counts as an ad impression. Viator shows an estimate of next month’s impressions at the commission rate you choose, based on last month’s data. Viator’s own example: 980 impressions at 27%, “80% better than the competition”. The actual figures appear on the Insights page at the end of the month. When you save a new commission rate, the estimate updates within 48 hours.

The commission rate that removes competitor ads

This is the number to read most carefully. Viator’s guide to ad impressions says Accelerate shows the commission rate at which competitor ads stop appearing on your own product page. In Viator’s example, that rate was 38%.

Of everything in Viator’s Accelerate guides, that example bothered me most. It means competitors’ ads can sit on a page you built and worked to get reviews for, and the way to remove them is a higher commission on every booking. At 38% instead of a typical 25%, a $60 ticket leaves you $37.20 rather than $45.

Before you move the slider, work out what a higher rate leaves you on each ticket using our OTA commission calculator.

Don’t Confuse It With Viator’s Affiliate Dashboard

Viator runs a separate programme for affiliates: bloggers, travel sites and apps that earn commission by sending travellers to Viator. Their dashboard has a Performance Trends section with Visitors, Gross Bookings, a Visitor Conversion Rate and a Gross Bookings Report.

None of those figures measure your listings. They count traffic that a partner’s links sent to Viator. Several pages that rank for “Viator analytics” present them as operator metrics, so if a guide quotes a Viator “visitor conversion rate”, check which dashboard it’s describing.

What Viator Analytics Don’t Show You

• What you keep. Commission, any Special Offers you fund and your own costs per booking aren’t deducted anywhere on the dashboard. The money section of our OTA performance guide shows how to calculate net revenue per ticket.
• Your ranking position. Viator’s ranking depends on the search, and the dashboard doesn’t show where you appear.
• Why a number moved. A fall in bookings could be your listing, a competitor buying Accelerate placements, the season or a ranking change. The dashboard doesn’t say which.
• Competitors’ figures outside Accelerate. Apart from the visibility score, a product not in Accelerate gets no competitor comparison that Viator documents.

Some third-party tools sell dashboards that fill these gaps for Viator suppliers. They can be useful. They also show that the data operators want most isn’t in Viator’s own dashboard.

A 10-Minute Monthly Check

1. Open Performance and note bookings and revenue by product, next to the same month last year.
2. Check each product’s quality level. If one has dropped from Excellent to Good, find out why before anything else.
3. Check cancellations and no-show reports for the month.
4. Open the Accelerate tab and note each eligible product’s visibility score against the destination average, whether or not you’re in the programme.
5. If you’re in Accelerate, compare actual ad impressions with the estimate and with the bookings that month. Then decide whether the commission is paying for itself.
6. Copy the figures into your own scorecard next to net revenue per ticket, and note the date of any listing change.

Questions About Viator Analytics

Does Viator show conversion rates to suppliers?

Viator hasn’t documented one for the standard supplier dashboard. In 2024 Arival reported that Viator’s operator analytics stopped short of conversion rates. The “Visitor Conversion Rate” you may see quoted belongs to Viator’s affiliate dashboard. Check what your own account shows today.

What is the Viator visibility score?

It’s Viator’s score for how visible a product is in its destination compared with similar products. It’s shown under the Accelerate tab on the Products page for eligible products, next to the top competitor’s score and the destination average. You don’t have to join Accelerate to see it. Product quality and commission both move it.

Can I see my competitors’ numbers on Viator?

Only in outline. Every eligible product can see the top competitor score and the average. Accelerate products also get competitor performance on the Insights page and their share of ad impressions within their competitor set. Viator doesn’t show other operators’ bookings or revenue.

Start With the Visibility Score

Open the Accelerate tab on your Products page today and write down each eligible product’s visibility score next to the destination average. It costs nothing, needs no change to your commission, and it’s the closest thing Viator gives you to a benchmark. Fix the listing of the product furthest below average before you decide whether Accelerate is worth paying for. Viator analytics won’t tell you everything, but that one number is free.