Prepare for updates to conversion tracking

As of September 2018, Hotel Ads partners will need to use both the Hotel Ads conversion pixel and the Google Ads global site tag to reliably track Hotel Ads conversions. The global site tag is necessary to track conversions due to Intelligent Tracking Prevention (ITP) 2.0, a WebKit feature that limits cookies and other website data.

 

The global site tag is a Google Ads pixel that tracks many types of web activity, including hotel conversions. Support for the global site tag is rolling out through mid September, so keeping the Hotel Ads conversion pixel on your site will help you reliably track hotel conversions during that time.

Important: Hotel Ads partners could see a significant drop in tracked hotel conversions if you don’t update to the global site tag due to ITP 2.0. Additionally, if you haven’t added the global site tag, you won’t see any hotel conversions in Google Ads once you migrate to Hotel campaigns in Google Ads.

Even if you’re using Google Tag Manager or Google Analytics, you’ll still need to implement the global site tag for Hotel Ads.

Before you begin

How you implement the global site tag depends on how you currently track conversions.

If you:

You should:

Have both Hotel Ads and Google Ads conversion tracking

  • Keep your existing Hotel Ads conversion pixel, and don’t update it.
  • Track conversions with your existing Google Ads pixel or a new one.

Have Hotel Ads conversion tracking only

  • Keep your existing Hotel Ads conversion pixel, and don’t update it.
  • Create a Google Ads account to fully track hotel conversions.

Have Google Ads conversion tracking only

  • Update your Google Ads conversion pixel to support hotel conversion tracking.
Have neither Hotel Ads nor Google Ads conversion tracking
  • Create a Google Ads account to fully track hotel conversions.

How to transition to the global site tag

When you include the global site tag on your site, you’ll be able to track conversions from both Search ads and Hotel Ads. These two types of conversions can be tracked separately or together. It’s recommended to track conversions separately.

When you track conversions separately, under last-click conversion attribution, the conversion will be credited as follows:

Hotel Ad clicked last, with separate tracking 1 conversion in Google Ads
1 conversion in Hotel Ads Center
Text ad clicked last, with separate tracking 1 conversion in Google Ads
1 conversion in Hotel Ads Center
Note: To test conversion tracking on Google Ads, setup a campaign in Google Ads that does not overlap with traffic running in Hotel Ads Center. Ads served through campaigns in Hotel Ads Center will not be counted in Google Ads.

Use the following methods to test conversion tracking on Google Ads:

Using cross-account conversion tracking with MCC accounts

If you’re using cross-account conversion tracking with non-Hotel Ads accounts, it’s not recommended you use the same Google Ads Manager account (MCC) to create a Hotel Ads conversion code or share the same conversion code as the non-Hotel Ads account. Your conversion will be double-counted when placed on the same page. Instead, consider choosing one of the two following options:
  • Create a child account for Hotel Ads under the top MCC and generate the conversion code within the child account. Be sure that the conversion account setting under the MCC is set to "Client."
  • Create a new MCC account under the top MCC and generate a conversion code at the sub-MCC level for all Hotel Ads accounts.

Using last-click conversion attribution for Hotel Ads and non-last click for Search

If you want to use last-click for Hotel Ads Center and non-last click for Search ads, you can either use two separate tags (one for search, one for Hotel Ads) or one global site tag with certain cookie settings in place for Hotel Ads.

If you’re using two separate tags, your implementation options are:

  • Use a global site tag for search and a separate global site tag for Hotel Ads
  • Use Google Tag Manager for search and global site tag for Hotel Ads
  • Use Google Analytics for search and global site tag for Hotel Ads

If you’re using one tag but still using separate tracking, you only option is to use one global site tag that covers search and Hotel Ads, with specific cookie settings for Hotel Ads.

1. Link or create a Google Ads account to associate the conversion tracking with


You’ll need a Google Ads account to track your hotel conversions through Google Ads. If you don’t have an account, learn how to create a Google Ads account.

When setting up an account for tracking hotel conversions, consider the following:

Note: You can change your associated Google Ads account, but that may require updating the global site tag.

2. Implement the global site tag

A. Find your conversion tracking ‘HA-PARTNER_ID’:

  1. Log in to your Hotel Ads Center account.
  2. Click the Tools tab, then Conversion tracking.
  3. You can find your partner ID here:

B. Find your gTag

  1. Log in to your Google Ads account.
  2. Click the Tools icon , then select Conversion actions.
  3. Click on the name of the conversion action you’re updating the tag for.
  4. Click Tag Setup, and choose Install the tag yourself.
  5. Modify the global site tag:
  • If you’re counting Hotel Ads separately, add a global site tag (global snippet and event snippet) using the HA-PARTNER_ID and hotel/itinerary specific parameters with cookie settings.
  • If you’re counting Hotel Ads jointly, add a global site tag (global snippet and event snippet) using the HA-PARTNER_ID and hotel/itinerary specific parameters without cookie settings.

Notes:
In your event snippet, you can use the base or total price, just make sure you’re consistent.

The surest way to de-duplicate conversions is to provide us an encrypted booking reference number.

Hotel campaigns only support the Last Click attribution model. Learn more about attribution models.

Having trouble with your global site tag?

Troubleshoot your sitewide tagging

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. You should not use the Google Ads template because it does not support the necessary variables for hotel campaign reporting.

Measuring conversions for multiple accounts

If you need to count the same event as a conversion for multiple Google Ads accounts, you can do so by passing 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. In doing so, you only need to specify a single conversion identifier in the event snippet. Learn more about cross-account conversion tracking.

Examples

Before global snippet is updated


async src="https://www.googletagmanager.com/gtag/js?id=AW-GOOGLE_CONVERSION_ID">
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments)};
gtag('js', new Date());

gtag('config', 'AW-GOOGLE_CONVERSION_ID');
</script>

Before event snippet is updated

<script>
gtag('event', 'conversion', {'send_to': 'AW-GOOGLE_CONVERSION_ID/GOOGLE_CONVERSION_LABEL',
'value': 1,
'currency': 'USD'
});
</script>

After global 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');
gtag('config', 'HA-PARTNER_ID', { 'conversion_cookie_prefix' : '_ha'});
</script>

Example with dummy values:

<!-- Global Site Tag (gtag.js) - AdWords -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW- 123456789"></script>
<script>

window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments)};
gtag('js', new Date());

gtag('config', 'AW-123456789');
gtag('config', 'HA-1234', { 'conversion_cookie_prefix' : '_ha'});​
</script>

After event snippet is updated

<script>
gtag('event', 'purchase', {
'send_to': [
'AW-GOOGLE_CONVERSION_ID/GOOGLE_CONVERSION_LABEL',
'HA-PARTNER_ID'
],
'transaction_id': 'BOOKING_ID',

'value': PRICE,
'currency': 'CURRENCY',
'items': [{
'id': 'PARTNER_HOTEL_ID',
'start_date': 'CHECK_IN_DATE',
'end_date': 'CHECK_OUT_DATE'
}]
});
</script>

Example with dummy values:
<script>
gtag('event', 'purchase', {
'send_to': [
'AW-123456789/t3STlAB3Lt0tRY',
'HA-1234'
],
'transaction_id': 'BOOKING_ID',
'value': PRICE,

'currency': 'CURRENCY',
'items': [{
'id': 'PARTNER_HOTEL_ID',
'start_date': YYYY_MM_DD,
'end_date': YYYY_MM_DD
}]
});
</script>

Multiple account global and event snippet

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');

gtag('config', 'HA-PARTNER_ID');

</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',

'HA-PARTNER_ID'

],

'transaction_id': 'BOOKING_ID',

'value': PRICE,

'currency': 'CURRENCY',

'items': [{

'id': 'PARTNER_HOTEL_ID',

'start_date': 'CHECK_IN_DATE',

'end_date': 'CHECK_OUT_DATE'

}]

});

</script>

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