Our booking system sends important events from the booking process to the data layer. Google Tag Manager can read these events and send them to Google Analytics 4 (GA4) or other analytics and marketing platforms.
For more detailed information about Google Tag Manager, GA4, e-commerce tracking and the data layer, please refer to Google's documentation.
If you do not yet have access to Google Tag Manager and we built your website, please contact [email protected]. If your website was built by an external party, send this knowledge base article to your website developer.
Set up GA4 e-commerce tracking
1. Create a trigger for the purchase event
In Google Tag Manager, create a trigger with the trigger type Custom Event. This allows you to retrieve the purchase event from the data layer when a booking is completed. For Event name, enter: purchase
2. Create a GA4 tag for the purchase event
Next, create a tag that sends the purchase event to Google Analytics 4 and connect it to the trigger you created in step 1. For Event name, enter purchase.
Under Event Parameters, specify which booking data you want to send to GA4. Use Google's recommended parameters for the purchase event. See the GA4 documentation for the purchase event and the documentation for recommended e-commerce events.
You can retrieve values from the data layer in Google Tag Manager using a Data Layer Variable. For more information, see Google's Google Tag Manager documentation about Data Layer Variables.
The example below shows a commonly used configuration for the event parameters.
3. Other available e-commerce events
In addition to 'purchase', you can use several other e-commerce events recommended by Google. Our booking system sends the corresponding data for these events to the data layer:
purchase
add_payment_info
add_to_cart
begin_checkout
remove_from_cart
select_item
view_item
view_item_list
You can decide which events you want to send to GA4 through Google Tag manager.
Send bookings to Google Ads as conversions
If you also want to send completed bookings to Google Ads as conversions, create a Google Ads conversion tag in Google Tag Manager and connect it to the purchase event.
Use the conversion ID and conversion label of the relevant Google Ads conversion action.
You can retrieve the conversion value and transaction ID from the data layer using a Data Layer Variable and send these values to Google Ads.