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.
- Sign in to your Google Ads Account.
- In the upper right corner, click the tools icon
- Select Measurement > Conversions.
- Click the conversion action that you want to use, or create a new conversion action.
- 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
Parameter | Value Type | Example Value | Description | Required | Optional |
'value' |
Float | 16.20 |
Replace Note: The value will be used for Smart Bidding bid strategies. |
Yes | |
'currency' |
String | ‘USD’ |
Replace The currency code applies to the |
Yes | |
'transaction_id' |
String | 'HA12345' |
Replace 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 (Commission per stay) | Yes |
'start_date' |
String | “2020-12-13” | Replace ‘start_date’ with the check-in date. Format dates as YYYY-MM-DD. |
Yes (Commission per stay) | Yes |
'end_date' |
String | “2020-12-13” | Replace ‘end_date’ with the check-out date.Format dates as YYYY-MM-DD. |
Yes (Commission per stay) | 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
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>
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.
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
- Open a new tab in Chrome.
- 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)
- If you don't see the Chrome menu, you can open Developer Tools by pressing:
- Click the “Network” tab.
- Leave the developer tools window open.
- Navigate to the page that contains the conversion tracking tag.
- Look for the request:
www.googleadservices.com
. - 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
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.