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SEC Filings

6-K
TRIVAGO N.V. filed this Form 6-K on 04/25/2018
Entire Document
 

Qualified Referrals by Segment (in millions)
 
Three months ended March 31,
 
2018
 
2017
 
Δ
 
Δ %
Americas
59.9
 
55.5
 
4.4
 
8%
Developed Europe
70.1
 
73.6
 
(3.5)
 
(5)%
Rest of World
59.5
 
48.2
 
11.3
 
23%
Total
189.5
 
177.2
 
12.3
 
7%
Note: Some figures may not add due to rounding.

Qualified Referrals increased to 59.9 million and 59.5 million in Americas and RoW, respectively, in the first quarter of 2018, or by 8% and 23%, respectively, while it decreased to 70.1 million in Developed Europe, or by 5%, as compared to the same period in 2017. In the first quarter of 2018, the slowdown in Qualified Referral growth rates in Americas and RoW and the decline in Qualified Referrals in Developed Europe were negatively impacted by the new attribution model and ongoing product optimization as described above.

Revenue Per Qualified Referrals (RPQR)
We use RPQR to measure how effectively we convert Qualified Referrals to revenue. RPQR is calculated as Referral Revenue divided by the total number of Qualified Referrals in a given period. Alternatively, RPQR can be separated into its price and volume components and calculated as follows:

RPQR = RPR x click-out rate
where
RPR = revenue per referral
click-out rate = referrals / Qualified Referrals

RPQR is a key financial metric that describes the quality of our referrals, the efficiency of our marketplace and, as a consequence, how effectively we monetize the referrals we provide our advertisers. Furthermore, we use RPQR to help us detect and analyze changes in market dynamics.
 
The following table sets forth the RPQR for our reportable segments for the periods indicated (based on Referral Revenue):

RPQR by Segment (in €)
 
Three months ended March 31,
2018
 
2017
 
Δ %
Americas
1.62

 
1.84

 
(12)%
Developed Europe
1.49

 
1.54

 
(3)%
Rest of World
0.91

 
1.01

 
(10)%
Consolidated RPQR
1.35

 
1.49

 
(9)%

The following tables set forth the percentage change year-over-year in each of the components of RPQR for our reportable segments for the years indicated (other than Qualified Referrals which are discussed above). Percentages calculated below are based on the unrounded amounts and therefore may not recalculate on a rounded basis. 


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