How to track bookings with Google Tag Manager

You can add your own Google Tag Manager (GTM) container to the Superb online booking flow. Superb then sends booking events to GTM. Use the events to fire tags for Google Analytics 4, Google Ads, the Meta Pixel and other tools.

What you need

A Google Tag Manager container ID, for example GTM-XXXXXXX
Access to your Google Tag Manager account

Connect your container

Contact Superb support with your GTM container ID to add the container to your booking flow.

Events sent to Google Tag Manager

bookingInfo: Sent each time the guest changes the booking details, for example date, time or number of guests. Use bookingInfo for funnel tracking.
History change: Sent each time the guest moves to a new step in the booking flow. Use the history change for virtual page views.
bookingSuccess: Sent once, when the booking is confirmed. Use bookingSuccess for conversions.

Useful fields on bookingSuccess

code: The booking reference the guest sees
guests: The number of guests
date and time: The date and time of the booking
value and currency: The prepaid amount of the booking
event_id: A unique ID to avoid counting the same booking twice
utmsource, utmmedium, utmcampaign: Campaign details from the link the guest came from

Set up a conversion tag (GA4 example)

In GTM, create a Custom Event trigger with the event name bookingSuccess.
Create Data Layer Variables for the fields you need, for example value, currency and code.
Create a GA4 event tag. Set the transaction ID to the code, the value to value, and the currency to currency.
Use GTM Preview mode and make a test booking.
Check that bookingSuccess appears with the expected fields.

Good to know

Use bookingSuccess for conversions. bookingInfo is sent several times for each booking.
The value is 0 for bookings without prepayment. Value-based bidding gets no value from free bookings.