As stated in the ADARA study, "DMOs and tourism boards are continuously tasked with justifying their overall spend and business impact, or return on investment (ROI). However, the media landscape is fragmented across channels and measurement capabilities, and these organizations have very little visibility into true travel outcomes."

ADARA's Site Impact is a new analytics tool designed specifically for destination marketing organizations (DMOs) to optimize their campaigns and websites in order to reach global travelers. ADARA is the travel industry's leading data co-operative, with the world's largest aggregation of global travel data, insight, and partnerships with some of the most renowned travel businesses. Site Impact is designed to "fill a major gap in DMO marketing and investment, allowing destination marketers to understand how destination websites help influence travelers, and how much they spend as a result."