Set up conversion measurement for hotel and Performance Max for travel goals campaigns

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click on + New conversion action.
5. Select the conversion you would like to track and follow the instructions in the widget. Learn how to Set up conversion measurement for your website.
   • If you're planning to track hotel bookings from your website, make sure to select the following :
     • Category: Purchase/Sale
     • Value: Use different values and default value > 0$
     • Count: Every conversion
     • Attribution model: Last click
6. Finalize the tag setup by clicking Done.

To implement Google Ads Hotel Conversion measurement, you have 2 options:

Option 1: Direct implementation in the website’s HTML/AMP

Option 2: Instructions for Google Tag manager

For conversion measurement to work, you'll need to install the conversion measurement tag, which consists of a Google tag and an event snippet. If installing the tag with Google Tag Manager, follow the instructions for Option 2: Google Tag Manager.

Option 1: Instructions for direct implementation (HTML/AMP)

HTML Pages

1. Install the Google tag on every page of your hotel website. Note that this includes every page of the booking flow, which might be hosted by a third party booking engine. In that case, ensure that the booking engine is installing the tag on every page, including the confirmation page.
   1. Open the HTML for each page.
   2. Choose from the following options:
      • If you haven't installed the Google tag on your website, copy the Google tag and paste it between the head tags ().
        Example:

        Review the guidelines on setting up the Google tag.
        • If you installed the Google tag on your website from another Google product (example: Google Analytics) or from another Google Ads account, copy the 'config' command below and add it to every instance of the Google tag, right above the end tag.
          
          gtag ('config', 'AW-GOOGLE_CONVERSION_ID');
        • If you or a manager account already installed the Google tag on your website while setting up the tag for another conversion action, make sure that the tag is on every page of your website and check that the 'config' command has your Google Ads account's conversion ID.
   3. Save the changes to your webpages.
2. Install the event snippet on the conversion page. This is the page your customers reach on your website after they've completed a conversion — the "Thank you for your booking" page, for example. Note that the booking conversion page might be hosted by your booking engine and would require the third party to implement the steps below:
   1. Open the HTML for the conversion page.
   2. Copy the snippet below and paste it between the head tags () of the page, right after the Google tag.
      Example:

   3. Add code to dynamically pass a value to the transaction_id parameter. When tracking purchases, sales, or leads on your website, this parameter ensures that each conversion is only counted once.
   4. Add code to dynamically pass values to the value and currency parameters. This allows you to track conversions with transaction-specific values, such as the revenue from a sale.
   5. Save the changes to your webpage.

AMP Pages

You should follow these instructions for any of the pages built using the AMP framework:

1. Install the Google tag on every page of your website.
   1. Open the HTML for each page.
   2. Choose from the following options:
      • If you haven't installed the Google tag on your website, choose the corresponding option in your Google Ads account and add the 2 tags:
        1. Copy the respective tag and paste it between the head tags (), before the AMP JS library.
           Example:
           
        2. Copy the second tag and paste it between the body tags () of all of your AMP pages.
           Example:
           
        3. View more guidelines on setting up the Google tag.
      • If you installed the Google tag on your website from another Google product (example: Google Analytics) or from another Google Ads account, choose the corresponding option in your Google Ads Account, then copy the respective line and include it in the "config" section of every instance of the Google tag.
        Example:
        "AW-813068219": { "groups": "default" }
      • If you or a manager account already installed the Google tag on your website while setting up the tag for another conversion action, make sure that the tag is on every page of your website and check that the "config" section has your Google Ads account's conversion ID. Example: AW-813068219.
   3. Save the changes to your webpages.
2. Install the event snippet on the conversion page. This is the page your customers reach on your website after they've completed a conversion — the "Thank you for your order" page, for example.
   1. Open the HTML for the conversion page.
   2. Copy the snippet from your Google Ads account and paste it into the "triggers" section of the Google tag.
      Example:
      "C_7c-ug1nyyfk": { "on": "visible", "vars": { "event_name": "conversion", "value": 200.0, "currency": "USD", "transaction_id": "", "send_to": ["AW-813068219/_XirCILNzJkDELvf2YMD"] } }
   3. Add code to dynamically pass a value to the transaction_id parameter. When tracking purchases, sales, or leads on your website, this parameter ensures that each conversion is only counted once.
   4. Add code to dynamically pass values to the value and currency parameters. This allows you to track conversions with transaction-specific values, such as the revenue from a sale.
   5. Save the changes to your webpage.

Learn how to Add a Google tag to your website.

Option 2: Instructions for Google Tag Manager

If you're using Google Tag Manager, you can implement the gtag.js for hotel ads following the steps:

1. Create the tag in your Google Ads account.
2. Use Conversion ID and Conversion label to configure the tag in Google Tag Manager.
3. Add a Conversion Linker Tag.
4. Place the tag on all pages, including the conversion page.
5. Modify the tag with your preferred parameters.

Examples of the Google tag configured (Important)

Check the syntax below carefully against your tag implementation. Make sure you’re using the ‘item’ array to include the hotel parameters (for example, ‘id’, ‘start_date’, and ‘end_date’).

Place the Google tag on all pages, including the confirmation page above the event snippet.

Example Google tag: