Conversion tracking

For: Agents Where to find it: Sidebar → Integrations → Marketing, and CRM → Settings → Lead sources for the website snippet · comes with Quote to Book

Conversion tracking reports your confirmed bookings back to Google Analytics 4 and Google Ads. You can then see which ads, campaigns and keywords brought in real trips, not just enquiries, and Google can bid on bookings instead of form fills.

It works in three steps:

  1. Your website captures the ad click. A small Tourium script on your website reads the campaign and ad click the visitor arrived with. It writes them into a hidden field on your enquiry form.
  2. The enquiry carries it into the CRM. When the enquiry email reaches your enquiry inbox, Tourium reads the hidden field. When you convert the enquiry, the details move onto the lead. The lead page shows them under Came from.
  3. The booking is reported. When a booking made from that lead is confirmed, Tourium sends it, with its value and booking reference, to every platform you have connected. A cancellation is reported too, where the platform supports it.

Only leads that came in through your website with tracking are reported. Phone, walk-in and agent leads are not ad conversions, so they are never sent.

Set up your website

Open CRM → Settings → Lead sources, open your website's lead source and find Track ad clicks.

  1. Add the script. Copy the script tag and paste it into every page of your website, just before the closing </body> tag. On WordPress, a header-and-footer plugin or your theme's footer settings will do this.
  2. Add the hidden field. Add a hidden field labelled tourium_tracking to your enquiry form, and make sure it is included in the notification email the form sends. Form builders put each field's label in that email, so the label is what Tourium looks for. The lead source page shows the exact steps for Gravity Forms, Contact Form 7, WPForms, Elementor and Webflow.
  3. Send a test enquiry. Visit your site with a made-up campaign, for example ?utm_source=test&utm_campaign=setup, and send an enquiry. Open it in the enquiry inbox: its details show the campaign under Where they came from.

The script sends nothing anywhere itself. It only fills the hidden field on your own form.

Connect Google Analytics 4

Open Integrations → Marketing and fill in Google Analytics 4:

  • Measurement ID: in GA4, go to Admin → Data streams, open your website stream and copy the ID that starts with G-.
  • Measurement Protocol API secret: in the same data stream, open Measurement Protocol API secrets and create one.

Save, then click Send test event. Tourium asks GA4's validation service whether it would accept a booking, and shows any problem it reports. That check covers the measurement ID and the event's format but not the API secret, so after your first website booking is confirmed, look for it in GA4 under Admin → DebugView or in the Realtime report.

Each confirmed booking arrives in GA4 as a purchase with the booking reference as its transaction ID, and a cancellation as a refund. GA4 credits a booking to the visitor who made the enquiry. GA4 does not accept events more than 72 hours old, so a booking confirmed weeks after the enquiry is not tied back to the original visit. Use Google Ads for paid-campaign reporting.

Connect Google Ads

Google Ads reporting appears as Coming soon until it is switched on for your organisation. Your leads' ad clicks are saved in the meantime, so bookings made in the 90 days before it is switched on can still be reported.

Once it is available:

  1. In Google Ads, go to Goals → Conversions → New conversion action, choose Import, then Other data sources or CRMs → Track conversions from clicks. Copy the new action's ID.
  2. Set the action to Primary. If you also import a GA4 purchase into Google Ads, set that one to Secondary, or Google will count each booking twice.
  3. Set the action's click-through window to match how long your clients take to book, up to 90 days.
  4. Under Admin → Access and security, add the email shown on the Google Ads card as a user with Standard access.
  5. Back in Tourium, enter your 10-digit Customer ID and the Conversion action ID, choose whether to report what the client pays or your margin, and save.

Google needs about two weeks of data before it uses a new conversion action for bidding. Sent on a booking means Google accepted it for processing; Google matches it to the ad click over the next few hours.

Brands

Settings saved under All brands apply to every brand. If a brand has its own website and its own Google accounts, choose it in the Brand picker and connect it separately; its bookings are then reported only there.

Seeing what was sent

Every booking page lists where the booking was reported, under Reported to ad platforms. A booking that was not sent says why, for example "visitor declined" or "ad click too old". Integrations → Marketing lists the most recent reports across all bookings.

If a platform refuses your settings (a wrong secret, or no access to the account), its card shows Needs attention with the reason. Reports keep waiting while it does, and go out on the next nightly retry once you have fixed the settings. If a platform is briefly unavailable, Tourium tries again for several hours, then once a day. A booking cancelled before its report went out is not reported at all.

Visitors' consent is captured with each enquiry.

  • No cookie banner: the script runs as normal and consent is recorded as "not asked".

  • With a cookie banner: add this line before the Tourium script, so the script waits for an answer:

    <script>window.touriumConsent = 'pending';</script>

    When the visitor decides, have your banner call:

    <script>Tourium.consent({ analytics: true, marketing: false });</script>

    Some banners announce a returning visitor's choice before the Tourium script has loaded. Add this line as well, before the Tourium script, so an early call is held until it loads:

    <script>window.Tourium = window.Tourium || { q: [], consent: function (d) { this.q.push(d); } };</script>

    If your banner already knows the visitor's choice when the page starts, you can set it directly instead: window.touriumConsent = { analytics: true, marketing: false };

A booking is not reported to Google Ads if the visitor declined marketing, or to GA4 if they declined analytics, and a declined visitor's ad click is removed from the page address the form records. When there is no ad click to match on, Tourium may send Google the client's email address and phone number, but only as a one-way hash, never in readable form, and only for enquiries that came through the Tourium script.

You are responsible for telling your website visitors about this. Wording you can adapt for your privacy policy:

When you send us an enquiry, our website records how you found us, such as the advert or campaign you clicked. If you book with us, we tell the advertising and analytics services we use (Google Analytics and Google Ads) that a booking was made, with its value, so we can measure which of our adverts work. Where we share your email address or phone number with these services for this purpose, it is first converted into a code that cannot be turned back into your details. You can decline marketing cookies on our website, and we will not report your booking for advertising purposes.

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