Set up conversion tracking for hotel campaigns

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your website, such as bookings.

After you set up conversions for hotel campaign reporting, Google will send the booked hotel data to you to enable campaign performance tracking. This will allow you to monitor your hotel data and overall campaign performance.

Follow these steps to implement conversion tracking:

Step 1: Install global site tag

Note

  • Conversion category must be set to "Purchase" to be used for Smart Bidding campaigns (ECPC, Commissions).
  • Google only supports the Last Click Attribution model for hotel campaigns.
  • If you’re already using the global site tag conversion tracking code, go to Step 2.
  1. Sign in to your Google Ads Account.
  2. In the upper right corner, click the tools icon
  3. Select Measurement > Conversions.
  4. Click the conversion action that you want to use, or create a new conversion action.
  5. Install the global site tag on your site. Learn how to set up your conversion tracking tag.

Step 2: Modify the global site tag hotel parameters

To submit conversion tracking information, install these additional parameters into the code:
Parameter Value Type Example Value Description Required Optional
'value' Float 16.20

Replace ‘value’ with the amount the user will pay. You can use either the base price or total price. Use a "." for decimal numbers. For example, "16.20".

Note: The value will be used for Smart Bidding bid strategies.

Yes  
'currency' String ‘USD’

Replace ‘currency’ with an ISO 4217 three-letter currency code representing the currency where the booking was made.

The currency code applies to the ‘value’ variable.

Yes  
'transaction_id' String 'HA12345'

Replace ‘transaction_id’ with a booking reference number or order ID to your conversion tracking tag to help avoid counting duplicate conversions.

Note: Order IDs won't be reported in Google Ads.

  Yes (Recommended)
'id' String ‘1234’ Replace ‘id’ with the property ID of the hotel that you want to record conversion data for. This ID must match the ID in your Hotel List Feed.   Yes
'start_date' String “2020-12-13” Replace ‘start_date’ with the check-in date. Format dates as YYYY-MM-DD.   Yes
'end_date' String “2020-12-13” Replace ‘end_date’ with the check-out date.Format dates as YYYY-MM-DD.   Yes

Note: The ‘value’ and ‘currency’ are the only conversion variables available in your campaign reports. You cannot view ‘transaction id’, ‘id’, ‘start_date’, or ‘end_date’ values.

Examples of Global Site Tags configured

Place the global site snippet on all pages, including the confirmation page above the event snippet.

After global site snippet is updated:

<!-- Global Site Tag (gtag.js) - AdWords -->

<script async
src="https://www.googletagmanager.com/gtag/js?id=AW-GOOGLE_CONVERSION_ID"></script>

<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments)};
gtag('js', new Date());
gtag('config', 'AW-GOOGLE_CONVERSION_ID');
</script>
Then place the event snippet on the confirmation page.

After global event snippet is updated:

<script>

gtag('event', 'purchase', {

'send_to': [

'AW-GOOGLE_CONVERSION_ID/GOOGLE_CONVERSION_LABEL',

],

'transaction_id': 'BOOKING_ID',

'value': PRICE,

'currency': 'CURRENCY',

'items': [{

'id': 'PARTNER_HOTEL_ID',

'start_date': 'CHECK_IN_DATE',

'end_date': 'CHECK_OUT_DATE'

}]

});

</script>

Instructions for Google Tag Manager

If you're using Google Tag Manager, you can implement the gtag.js for Hotel Ads by using the custom HTML tagging option to add the booked hotel variables. The global site snippet should be set to run on all pages, including the confirmation pages, and the event snippet should run on the confirmation pages only. We do not recommend using the Google Ads template because it does not support all variables for hotel campaign reporting.

Measure conversions for multiple accounts

If you need to count the same event as a conversion for multiple Google Ads accounts, you can pass multiple conversion ID strings via the send_to parameter of the conversion event snippet.

Alternatively, you should consider using cross-account conversion tracking which allows you to have a manager account (MCC) own the conversion actions and share them with one or more of its sub-accounts. You only need to specify a single conversion identifier in the event snippet. Learn more about cross-account conversion tracking. Ensure auto tagging is enabled.

Note: When you create a new conversion action, auto-tagging will be activated automatically if you’re not already using cross-account conversion tracking. If you are using cross-account conversion tracking, you’ll need to enable auto-tagging in each of your sub-accounts manually according to the steps above.

Examples of Global Site Tags configured

Example global site tag:

<!-- Global Site Tag (gtag.js)& →

<script async
src="https://www.googletagmanager.com/gtag/js?id=AW-GOOGLE_CONVERSION_ID_1"></script>

<script>

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments)};

gtag('js', new Date());

gtag('config', 'AW-GOOGLE_CONVERSION_ID_1');

gtag('config', 'AW-GOOGLE_CONVERSION_ID_2');

</script>

Example Event snippet:

<script>

gtag('event', 'purchase', {

'send_to': [

'AW-GOOGLE_CONVERSION_ID_1/GOOGLE_CONVERSION_LABEL_1',

'AW-GOOGLE_CONVERSION_ID_2/GOOGLE_CONVERSION_LABEL_2',

],

'transaction_id': 'BOOKING_ID',

'value': PRICE,

'currency': 'CURRENCY',

'items': [{

'id': 'PARTNER_HOTEL_ID',

'start_date': 'CHECK_IN_DATE',

'end_date': 'CHECK_OUT_DATE'

}]

});

</script>

Test your conversion tracking tag

If you want to create a test order, follow these steps to see if the parameters are being passed:

Debugging with Chrome Developer Tools

  1. Open a new tab in Chrome.
  2. Click the 3-dot icon in the upper right corner of the browser window, then select More Tools > Developer Tools.
    • If you don't see the Chrome menu, you can open Developer Tools by pressing:
      • Control - Shift - I keys (in Windows)
      • Command - Option - I (on a Mac)
  3. Click the “Network” tab.
  4. Leave the developer tools window open.
  5. Navigate to the page that contains the conversion tracking tag.
  6. Look for the request: www.googleadservices.com.
  7. Examine the components of the conversion tracking request to verify it matches your account and conversion name.

All conversion tracking requests begin with the same URL structure:

www.googleadservices.com/pagead/conversion/

The full request will look similar to this:

http://www.googleadservices.com/pagead/conversion/123456789/

?

random=1309518235472

&cv=6
&fst=1309518235472
&num=1
&fmt=2
&value=0
&label=AAAAAAAAAAAAAAAAAAA
&bg=ffffff
&hl=it
&guid=ON
&u_
h=1200
&u_w=1920
&u_ah=1174&
u_aw=1920
&u_cd=24
&u_his=2
&u_tz=60
&u_
java=true
&u_nplug=19
&u_nmime=97
&
url=http%3A//www.example.com/conversion-page.html

The number after www.googleadservices.com/pagead/conversion/ should match your conversion ID, and the characters after &label= should match your conversion label. If they don't, this tag is most likely tied to a different conversion action.

To fix this, you may need to generate a new conversion tag for this conversion action and place it on your site, or check with anyone else who has access to your website code to see if they've installed a conversion tracking tag for a different conversion action.

Keep in mind

If you switch to cross-account conversion tracking, any conversion actions set up in your managed accounts will stop tracking conversions for new clicks, regardless of the status of your tag. The conversion action will, within its own window, continue to track conversions for the clicks that happened before you made the switch. When you opt into cross-account conversion tracking, you can only track conversions in the manager account.

Security and privacy for website tracking

Google's security standards are strict. Only pages containing the Google conversion tag are tracked through this program using data encryption and secure servers.

Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and get consent for collections when legally required.

Note: If you have not obtained users’ consent for the collection, sharing, and use of personal data for personalization of ads when legally required, be sure to disable the collection of remarketing data. Learn how to modify the global site tag to disable the collection of remarketing data for specific users.
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