Vacation packages conversion tracking

Vacation packages listings on Google have seamless conversion tracking integration. This will allow you to understand the rate at which users convert on your website after clicking on a vacation packages booking link.

To use conversion tracking, put a small snippet of HTML code on your booking confirmation page. This is the page that is served to a customer after they have completed a booking on your site. If you maintain multiple booking sites (Points of Sale), you must install the pixel tracking code on each booking site (including both mobile and desktop booking pages).

Use the following guidelines when preparing your snippet:

  • Ensure that your partner_ID variable is set in two separate locations (in the URL path and partner_id in the <img> block).
  • Ensure all variables are defined in the block.
  • To avoid cache issues, generate a random number for the ord value in the image’s src URL.
  • Add the snippet only to the booking confirmation page that appears after the transaction is completed successfully.
  • Remove all line breaks from the <img> tag so that it renders correctly.
NOTE: Tag manager libraries such as Google Tag Manager can simplify the population of variables within the HTML code.

Installing the snippet

The HTML snippet takes the form of a 1x1 image that contains data about the transaction. This image's data is processed by Google to track the conversion.

To install the snippet:

Paste the following HTML snippet into your booking confirmation page:

<!-- Google Code for F+H Conversion Tracking -->
<div style="display:inline;">
<img height="1" width="1"
  style="border-style:none;" alt=""
src="https://www.googletraveladservices.com/travel/vacations/clk/pagead/
conversion/PARTNER_ID/?label=FH
  &guid=ON
  &script=0
  &ord=RANDOM_VALUE
  &data=partner_id=PARTNER_ID;
  origin_airport=ORIGIN_AIRPORT;
  destination_airport=DESTINATION_AIRPORT;
  departure_date=DEPARTURE_DATE;
  return_date=RETURN_DATE;
  base_price_value_string=BASE_PRICE;
  tax_price_value_string=TAX_PRICE;
  adult_count=ADULT_COUNT;
  cabins=CABINS;
  booking_codes=BOOKING_CODES;
  flight_numbers=FLIGHT_NUMBERS;
  hotel_checkin_date=CHECKIN_DATE;
  hotel_num_nights=NUM_NIGHTS;
  partner_hotel_id=HOTEL_ID"
/>
</div>
<!-- End Google Code for F+H Conversion Tracking -->
  1. Remove the line breaks in the <img> tag or it will not render correctly.
  2. You can place the code anywhere on your booking confirmation page, but we recommend placing it just before the closing </BODY> tag.
  3. Replace the VALUES IN RED with your site-specific values. The following table describes these variables:

Variable

Description

RANDOM_VALUE

A randomly generated value to prevent the image from being cached.
PARTNER_ID The partner’s unique identifier.
ORIGIN_AIRPORT The three-letter code for the origin airport. For example, “BOS”.
DESTINATION_AIRPORT The three-letter code for the destination airport. For example, “LAX”.
DEPARTURE_DATE The date of the first outbound segment, in YYYY-DD-MM format. For example, “2016-10-24”.
RETURN_DATE The date of the return flight, in YYYY-MM-DD format. For example, “2016-10-31”.
BASE_PRICE The base price of the flight, preceded by the three-letter currency code. For example, “USD420.34”.
TAX_PRICE The total amount of taxes for the flight, preceded by the three-letter currency code. For example, “USD10.42”.
ADULT_COUNT The total number of adults on the flight. For example, “2”.
CABINS A comma-separated list of cabin names. Typical cabin names include "ECONOMY", "PREMECO", "BUSINESS", and "FIRST". If there is more than one cabin type, do not separate items with a space. For example, "ECONOMY,PREMECO".
BOOKING_CODES A comma-separated list of booking codes, where each code is a 1-letter reservation booking code per segment. If there is more than one booking code, do not add spaces between each value. For example, “X,Y”.
FLIGHT_NUMBERS A comma-separated list of flight numbers for the itinerary, formatted as XXnnn, where XX is the 2-letter operating carrier code and nnn is the flight number. If there is more than one flight number, do not add spaces between each value. For example, “AA143,AA420”.
CHECKIN_DATE The check-in date for the hotel, in YYYY-MM-DD format. For example, “2016-10-24”.
NUM_NIGHTS The number of nights stay. For example, “7”.
HOTEL_ID The ID of the hotel being booked. This is the unique ID that you use in your Hotel List Feed.

All values are required.

Testing the snippet

This section describes how to test the snippet after you have added it to your booking confirmation page.

1. Building the snippet in HTML

As a first step, we recommend prototyping the snippet into the HTML and reviewing the format. This file can then be loaded directly into Chrome and tested to confirm that the variables are being sent as a GET request correctly.

2. Testing the snippet in staging

After you have deployed the code to your staging environment, you should execute a test booking transaction. Again, this GET request can be reviewed in a browser network inspector, and similarly, Google can review the resulting request to ensure it was received correctly. These tests should be coordinated in advance.

As an example, using Chrome inspector, perform the following steps:

  1. Run the test booking.
  2. Prior to the final step, open the Chrome inspector (Menu > More Tools > Javascript Console or Command-Option-j on a Mac) and choose the Network tab, as the following example shows:

  3. Run the final booking step, leading to the page that will reveal the submitted GET request to Google to load the image. You can then inspect the actual values that were populated for the image.
  4. Key issues to confirm:
    • Values are being sent as intended.
    • Your partner_id is being included in two locations in the message.
    • No variable names remain in the outbound request. (In other words, the VALUES IN RED should be replaced with your site-specific values.)

3. Final testing

If you can, deploy your code to a controlled environment within your production system that can be accessed for testing. Run a test booking as a final check. This should be coordinated in advance with Google so that we can confirm the end result.

The following example shows a complete code snippet with sample values:

<div style="display:inline;">
<img height="1" width="1"
style="border-style:none;" alt=""
src="https://www.googletraveladservices.com/travel/vacations/clk/pagead/
conversion/123/?label=FH
&guid=ON
&script=0
&ord=123456789
&data=partner_id=123;
origin_airport=BOS;
destination_airport=LAX;
departure_date=2017-04-17;
return_date=2017-04-24;
base_price_value_string=USD100;
tax_price_value_string=USD10;
adult_count=2;
cabins=ECONOMY,ECONOMY;
booking_codes=Y,Y;
flight_numbers=123,456;
hotel_checkin_date=2017-04-17;
hotel_num_nights=7;
partner_hotel_id=789"/>
</div>
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