Conversion Tracking - Google Tag Manager - Google Analytics 4

About Google Tag Manager:

Google Tag Manager (GTM) is a tag management system (TMS) that lets you easily update tracking codes and associated code fragments (commonly referred to as tags) on your website or mobile app. After adding Tag Manager's small code snippet to your project, you can securely and easily deploy configurations of analytics and measurement tags through a web-based interface.

(Source: https://support.google.com/tagmanager/answer/6102821?hl=de)

GTM is stored on Spider-Booking by default and if you connect your GTM account to it, you can connect any script or widget on your booking screen through this tool.

If you don't have a GTM account yet, you can create one here for free:

https://tagmanager.google.com/

GTM Integration on Spider-Booking

Once you have a GTM account, you can add the container ID to the Hotel-Spider extranet. The ID format is always GTM- followed by digits and characters. The ID is displayed in the top right side of the GTM extranet.

For example: GTM-KS1K35PT

Link GA4 with GTM

Once the hotel has entered the GTM ID in our extranet, the next sensible step is to integrate Google Analytics 4 tracking via the GTM.

If you don't have a Google Analytics 4 account yet, here are the instructions to create one:

https://support.google.com/analytics/answer/9304153?hl=de#property

1. Add new tag: you can use the tag type "Google Analytics: GA4 Configuration" here for easy tracking and then configure it.

2. Add new trigger: you can define whether GA tracking should be implemented on all pages or only on specific ones.

3. Once the changes have been published, the GA4 code will start providing data about visitor behavior on the booking screen via the GTM integration.

GTM Event Tracking

In order to provide you with as much detail as possible about customer behavior on Spider-Booking, we have predefined some events that are triggered automatically, and the event details can be passed to GA4 via GTM integration so that you can track them.

Standard E-commerce Events

We support a variety of standard GA4 events:

Event offer	Parameters that are communicated
search	Search parameters for availability. Whenever the search is started or adjusted, this event fires.	arrival, departure, numAdults, numChildren, numInfants, promoCode
add_to_cart	Room/ product added to booking order
remove_from_cart	Room/product removed from the booking order	hotelId, productId
view_item	the event fires as soon as the detailed view of the products is opened ":hotelId/room/:roomId"	item_list_id, item_list_name, product id, product name
view_item_list	Triggered on the home page with all rooms displayed to the user
purchase	Fired on the "thank you" page	currency, transaction_id, value, coupon, product Id, product name

Special Events

In addition to standard events, we also support "special" events to enable even more precise tracking. This approach requires some configuration in GTM and GA4, so we recommend you work with an experienced professional for implementation here.

List of special events:

Event name	Event offer	Parameters that are communicated
hotelId, productId
hotelId, productId

Example:

How can I track reservation revenue in GA4?

Here is a specific example of how the events listed above can be used to track sales and bookings via GTM in GA4.

1. Store the relevant "User-Defined Variables"

In order for the relevant parameters to also be communicated to GA4, they must first be stored as variables in GTM. Click on "Variables" and on "new". All parameters must be added as variables if you want to use them. Here is an example of the details for the variable of the reservation amount:

Parameter	Value
Variable Type	Data Layer Variable
Data Layer Variable Name	amount

2. Tag definition in GTM

Define a new tag in GTM: Google Analytics: GA4 Event

Parameter	Value
Configuration Tag	use the existing GA4 connection
Event Name	= name of the event you want to track, for example "reservation"
Event Parameters	You can freely define names. Select values from the list of data layer variables

You can also use a URL utm:

utm_source

utm_medium

utm_campaign

3. Trigger Definition in GTM:

Define the trigger as a "Custom Event" in GTM

Parameter	Value
Event name	reservation
Fire Some Custom Events	Event = reservation

In GA4, you should be able to see the variables under the dimensions after a maximum of 24 hours.

Debug View:

If you start a preview in GTM and open a debug session, you can also see the data live in GA4 when you log in