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Google Analytics 4 and Google Ads integration

These instructions refer to the integration with Google Analytics 4. Older versions of Google Analytics (like Google Universal Analytics) have been discontinued by Google, and no longer work.

In this article:

1. Install the Google Analytics tracking code on your website

Install the Google Analytics tracking code on all the pages of your website, following Google's instructions here

2. Enable the Google Analytics 4 integration in your Bookeo account

1. Log into your Bookeo account (as owner or manager of the account)

2. Click on Marketing>Conversion tracking and analytics

3. In the Google Analytics 4 section, tick the checkbox Enable integration with Google Analytics 4 [1]

Conversion_tracking_and_analytics_-_Bookeo.jpg

4. Input your Google Universal Analytics 4 Measurement ID [2]. Click here for information on where to get your Google Analytics 4 Measurement ID .

5. Save

3. Enable the website integration in your Bookeo account

In Bookeo, make sure to enable the website integration (via the widget or plugin) in Settings>Website integration. Click here for more information on the website integration.

Thanks to the website integration, Google Analytics can track a customer's browsing session even as he or she moves from your website to your booking page.

That's it! Your traffic will now start being tracked automatically by Bookeo, and you can view it even in real-time in your Google Analytics console.

4. Link Google Analytics 4 with Google Ads

(Note: Google Ads was formerly known as Google Adwords).

Once you have integrated Bookeo with Google Analytics 4, you can also link Google Analytics 4 with Google Ads.

1. You must first create a conversion in your Google Ads dashboard. Click here for more information (Please make sure that at Step 1: Create a conversion action, #8 you select the option Use different values for each conversion)

2. Obtain two parameters: Conversion ID and Conversion label. To get these values from the Google Ads dashboard:

  • Under Tools [3], click on Measurement [4], then on Conversions [5]

tools.jpg

  • Click on the name of the Conversion you want to use.
  • Click on Tag set-up [6], then select Use Tag Manager [7]

Details.jpg

  • Here you will find the Conversion ID [8] and Conversion label [9]

10. On a separate browser tab, log into your Bookeo account (as owner or manager of the account)

11. Click on Marketing>Conversion tracking and analytics

12. In the Google Ads section, tick the checkbox Enable integration with Google Ads [10]

Conversion_tracking_and_analytics_-_Bookeo__1_.jpg

13. Input the Conversion ID [11] and Conversion label [12] shown on our Google Ads dashboard

14. Save

You do not have to set up cross-domain conversion tracking in Google Ads. This is automatically managed by Bookeo.

5. Google Analytics and conversions

In general you do not need to set up custom conversions in Google Analytics 4 when using the built-in Bookeo integration. Bookeo generates a "purchase" event once the customer reaches the booking confirmation page (see below). Google Analytics automatically treats "purchase" events as conversions.

6. Analyze sales, events and more

Bookeo does not just send pageviews to Google Analytics 4. It also sends "events", which can then be used to build useful reports and insights into your sales.

The most important of the events tracked is the "purchase" event, which includes item_name (the name of the activity/service), item_id (its product code) and price (the total gross price of the booking).

To view an itemized sales report for your sales, open the Google Analytics dashboard and click on Reports>Monetization>Ecommerce purchases

Google Analytics offers many more tools to explore your sales data, via the Explore menu. Explaining the very powerful capabilities of GA4 goes beyond our scope, but you will find many good tutorials online.

7. Google Analytics 4 Events generated by Bookeo

Here is a list of all GA4 events generated by Bookeo, with a brief explanation of when they are generated and what information they contain.

page_view

This event is tracked at every step of the booking process to track the journey of the customer

gtag('event', 'page_view', {
'page_path': '/bookeo/{page id}/',
'page_title': '/bookeo/{page id}/'
});


view_item

This event is tracked in the page where the customer has selected an activity/service, and is now selecting the date/time

gtag('event', 'view_item', {
'items': [
{
'item_id': '{product code}',
'item_name': '{booking name/number or similar description}',
}
]
});

 

view_item_list

This event is tracked when in the page where the customer sees a list of all activities/services. This is where only the names of the activities services are hown. This is not the page where all upcoming group activities are shown.

gtag('event', 'view_item_list', null);


begin_checkout

This event is tracked in the checkout page, shown before final payment or before the customer confirms (if no payment is required).

gtag('event', 'begin_checkout', {
'value': {gross amount},
'currency': '{currency}',
'items': [
{
'item_id': '{product code}',
'item_name': '{booking name/number or similar description}',
'affiliation': 'Bookeo',
'price': {gross amount},
'currency': {currency},
'quantity': 1
'coupon': {coupon/promotion codes used. comma separated}
}
]
});

 

purchase

This event is tracked in the confirmation page once the booking or purchase is completed.

gtag('event', 'purchase', {
'value': {gross amount},
'currency': '{currency}',
'tax': '{tax amount}',
'transaction_id': '{booking number or other reference}',
'items': [
{
'item_id': '{product code}',
'item_name': '{booking name/number or similar description}',
'affiliation': 'Bookeo',
'price': {gross amount},
'currency': {currency},
'quantity': 1
}
]
});

 

conversion

This event is tracked from the confirmation page once the booking or purchase is completed. Only if Google Ads integration is enabled.

gtag('event', 'conversion', {
'send_to': '{AW-CONVERSION_ID}/{CONVERSION_LABEL}',
'value': {gross amount},
'currency': '{currency}',
'transaction_id': '{booking number or other reference}'
});