How to track bookings from your Meta and Google ads
Conversion tracking tells Meta and Google Ads which bookings their ads brought you, so they can count them and show your ads to people likely to book. You need your ad accounts' IDs, which whoever runs your ads can enter for you.
Three ways to report your bookings
Meta Pixel
Your booking widget reports each step to Meta, from a tour opened to a payment.
Google Ads
Your booking widget loads your Google Ads tag and reports checkouts, bookings and payments.
Server-side conversions
TourTask's servers report every confirmed booking, also those made by phone or in person.
Add your Meta Pixel and Google Ads IDs
- 1
Open the Tracking page
In TourTask, go to Website integrations → Tracking.
- 2
Enter your Meta Pixel ID
Type the number of your Meta Pixel under Meta Pixel ID. Meta shows it in its Events Manager.
- 3
Enter your Google Ads Conversion ID
Type it under Google Ads Conversion ID: AW- followed by digits.
- 4
Let it save
Each ID saves a moment after you stop typing. An ID in the wrong form shows Invalid format and is not saved.
To stop one of them, empty its field.
Who sees the cookie banner
Where consent is required, the booking widget first asks each visitor in a cookie banner, Accept all or Reject non-essential, and tracks only the visitors who accept. It remembers their answer.
- It asks visitors in the EEA and the UK, and visitors whose country it cannot tell.
- Visitors elsewhere see no banner, and are tracked under your own legal basis, which you are responsible for.
- With neither ID set, the widget tracks nothing and shows no banner.
- If your website runs a consent platform of its own (IAB TCF), the widget shows no banner, and tracks none of the visitors it would have asked.
- On your TourTask website with Google Analytics, the website's own banner asks every visitor, once for everything: see the cookie banner.
Report phone and in-person bookings too
Under Server-side conversions, TourTask's servers report each confirmed booking to your ad accounts, however it was made: on your website, by phone, in person or through an agent. They send it within about 15 minutes, valued at the booking's total.
| Ad account | Fields to fill in |
|---|---|
| Meta Conversions API | Meta CAPI access token, and Meta dataset ID (optional): your Meta Pixel ID when left empty |
| Google Ads | Google Ads customer ID, Google Ads conversion action ID and Google Ads OAuth refresh token |
An ad account starts receiving bookings once its fields are filled in: there is no switch. The text above each one's fields says where to find them.
- To match a booking to a click on your ad, TourTask sends the ad click's ID, when the visitor came from an ad, and the customer's e-mail and phone, hashed: scrambled so that they can be matched but not read.
- A booking that awaits your confirmation is sent once you confirm it, if that is within 30 days of the booking.
- Never sent: a booking whose visitor rejected the banner, and a website booking from the EEA or the UK whose visitor did not answer it. Other bookings without an answer, such as phone bookings, are sent under your own legal basis.
- A booking cancelled later keeps the conversion already sent.
- With your Meta Pixel ID set too, Meta gets a booking paid online twice, from the widget and from TourTask's servers, and counts both.
Questions we get asked
Yes, in the shop on your own domain. On the website's free tourtask.site address, the shop tracks nothing.
For your TourTask website, under Website builder → Design: see Search engines and analytics. The Tracking page has no Google Analytics field.
No. The booking widget takes a Meta Pixel ID and a Google Ads Conversion ID only.