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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:

  • click on Conversions [3] to expand it, and then on Summary [4]
  • click on the name of the Conversion you want to use [5]

adsconversions2.png

  • you will see a "Summary" page. At the bottom, click on the "down" arrow to expand the section Tag set-up [6]
  • 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 Ads Enhanced Conversions

Enhanced Conversions is an option available in Google Ads to improve conversion tracking by having the web site provide a "hash" of the customer indentification details to Google. This "hash" itself does not include any personal information, but may allow Google to link the conversion to previous instances in which it did receive information about the customer.

Bookeo includes in the confirmation page the gtag code to send the "hash" of the customer's email address to Google, as part of the conversion tracking. However in order for Google to make use of this information, you first need to enable the "Enhanced conversions" feature in your Google Ads account.

8. Google Analytics 4 Events generated by Bookeo

Below 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': '{activity/service name 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': '{activity/service name 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': '{activity/service name 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. Note how before sending the event itself, Bookeo also provides the SHA-256 hash of the customer's email address. This aids Google Ads Enhanced Conversions (which still need to be separately enabled in your Google Ads account)

gtag('set', ‘user_data', {"sha256_email_address": "${EMAIL_ADDRESS_HASH}"});

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

8. Troubleshooting

When troubleshooting issues with GA4, it is important to remember one essential feature of Google Analytics: it is not Bookeo or your web site that sends data to Google Analytics. It is always the customer's browser. Bookeo includes in its pages (whether using the web site integration or not) the GA4 code that tells the web browser to send events to Google Analytics. But if the browser does not execute that code, no event is tracked in GA.

There are many browser plugins/extensions/personal firewalls that block GA4 traffic, for privacy reasons. Therefore if a customer uses one such software, no tracking will occur.

Additionally, if you add custom code to the confirmation page to redirect to a different thank you page, the browser may not have time to run the GA4 tracking code, and so there would be no conversion or sale tracked. Or if you add custom code that contains errors, it may interfere with the code execution in the page, and prevent the final purchase/conversion events to be tracked.

Another important element to remember is that if Bookeo is embedded as widget in a page of your web site, and that page initializes GA4 (as it is recommended), Bookeo will use the GA4 code in your page to send events. Therefore it is important that if your page uses GA4, it is initialized correctly, and for the same measurement id that is set up for your Bookeo account.

Aside from these important notes, unless the browser intentionally blocks Google Analytics, or the Bookeo widget is embedded in a web page where GA4 is initialized incorrectly, the browser will send events to Google Analytics. To verify this, we recommend using a popular extension for Google Chrome, "Analytics Debugger", to view the events being sent to Google Analytics as you navigate through the booking process. (Please note Analytics Debugger is not developed by Bookeo. You can visit the author's page here: https://www.thyngster.com/ ).