GTM Tracking with Sabre Synxis - Part 3

Google AdwordsGoogle Tag ManagerGoogle AnalyticsGTMSabreSynxisHotel MarketingHotel AnalyticsHotel Ads Spending

Integrating Sabre Synxis with Google Tag Manager, Google Analytics, Google Ads, and Facebook Ad Pixels - Part 3

Measuring Digital Advertising with GTM, GA, Facebook, and Google Ads with Synxis - Part 3

In part 2 we showed how to set up triggers in GTM for events that fire in Synxis. In part 1 we configured variables for GTM that allow us to get data from GTM into GA and go cross domain (between the hotel site and Synxis). In this part we’ll create several tags to track conversions across Google Ads, Facebook Ads and show these conversion in Google Analytics.

Facebook Tags

Let’s first track Hotel bookings that can be attributed to Facebook and Instagram Ads. When you set up your Facebook Ad, you’ll need to make sure you have added your pixel.

Facebook Ads Settings

This can be done in the Ad Set settings. You can target conversions on your website and then select the pixel. Then since we want the conversion event to be a purchase, select Purchase.

fb ads setup

Since you’ll also want Facebook Campaigns/Ads to show up in Google Analytics as well, on your ads you should put dynamic UTM parameters. This is at the end of each Ad configuration. We put ours as follows:

utm_source={{site_source_name}}&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&utm_id={{ad.name}}

fb ads utm

The variables are dynamic and different for each ad. That way we can track each of the different ads on GA and see which ones are giving us the most conversions. The site_source_name will be ig for Instagram and fb for Facebook.

GTM Facebook Tags

Now we need to create the Facebook tags that will fire when someone purchase a room so that Facebook knows to attribute revenue to an ad.

In Google Tag Manager, create a tag called FB - RoomPurchase. For the Tag type, there are lots of ways to do this. We could create custum code, but why not build upon the work of others?

In this case we’ll build upon the great work of Simo Ahava. Last year, GTM introduced Custom Templates and he contributed a Facebook template that we can use that makes this so easy.

In Tag Configuration click on the Discover more tag types in the Community Template Gallery from here search for Facebook and you’ll see Simo’s brilliant work.

Simo Templates

Select the Facebook Pixel then Add to workspace and you’ll be brought back to the configuration menu. From here we can fill out the form as follows:

  • Facebook Pixel ID(s) - use the {{FB Pixel}} variable you created in part 1.
  • Check the Enhanced Ecommerce dataLayer Integration - This will then get all those events fed into facebook.
  • Even Name - Set automatically from the dataLayer.

Below, in the Triggering section, we’ll simply select roomPurchase from our previously created Firing Triggers.

Facebook Tag

As an exercise left to the reader, you’ll also want to set up a tag for Facebook page views. This is done using the same Tag type, but this time the trigger is simply a Page View.

You may also want to include things like AddToCart and events that we discussed in the previous posts.

Great! Facebook tags are in place and ready to test!

Google Analytics Tags

Of course now we want all kinds of views, purchase, ecommerce events to show up in GA as well. This is an easier process since the GA “template” already comes standard with GTM.

Let’s create the GA - roomPurchase. To do this, create a new tag, the tag type is Google Analytics Universal Analytics. The parameters are pretty easy now:

  • Track Type: Event
  • Category: Enhanced Ecommerce
  • Action: {{Event}} (this is a built in variable)
  • Google Analytics Settings: {{Google Analytics Settings}} (use our already preconfigured environment variable here.

The Triggering is the same as what we did for Facebook:

  • Firing Triggers: roomPurchase custom event.

GA purchase

So easy!

Again, you’ll probably want to set up the page view, addToCart, removeFromCart, etc, following the same steps!

Google Ads Tags

If you have not tied Google Analytics to your Google Ads you will want to do that and import the metrics into the account.

If you instead just want to use Google Ads pixels to track, you can put these in GTM as well.

From Google Ads, under Tools & Settings in the top menu bar, select Conversions.

gads

Here you can click on the big Plus icon and create a new one. We’ll select Website as our conversion we want to track.
In this part we can select:

  • Category: Purchase
  • Conversion Name: GA Room Purchase
  • Value: Use different values for each conversion
  • Count: Every

We leave the others as defaults. From here, create and continue and you’ll be presented with options to install this code. Since we have GTM set up, we’ll install with GTM! Clicking on this will give you a Conversion ID and a Conversion label. Make note of those, go back to GTM, create a new Tag and this time its of type Google Ads Conversion Tracking!

Filling out the form we can do the following:

  • Conversion ID: The value you just got from Google Ads!
  • Conversion Label: The value you just got from Google Ads!

Now here you may want to get more specific as we did.
For conversion value, order ID, and Currency Code, we took these straight from the data layer by hard coding in the actual data variable. We made three new variables of varible type Data Layer Variable with the following Data Layer Variable Name pulled from the Synxis data layer:

  • {{DataLayer-Revenue}} - ecommerce.purchase.actionField.revenue
  • {{DataLayer-OrderID}} - ecommerce.purchase.actionField.id
  • {{DataLayer-Currency}} - ecommerce.currencyCode

Even if most your customers only come from one country, you may want to do the currency code anyway so it tracks the value appropriately.

The rest should be old hat now, using the same Trigger.

GAds Conversion Tag

Testing

The next part is testing, testing, testing! You will need to put through some orders and then ensure that it shows up both in GA, FB, and Google Ads so it properly tracks. We usually go through a week of this making occasional tweaks in the different systems to make sure we are viewing things properly.

Once you have tested roll it into production and sit back and enjoy blissful tracking of ads as you see how people book, add rooms, etc.

Conclusion

In this three part post we configured Google Tag Manager for measuring events on Sabre Synxis. This is imperative for any Hotel that uses Synxis. The Hotel and travel industies, like most industries, are comprised off a highly digital component. On the sites we work on at least 50% of the bookings come from the hotel’s website. (The rest from phone booking, OTAs, etc). Understanding how your ads are driving bookings helps you know how much value you are getting for technology you pay for.

Setting this up, monitoring, and responding to events is also very much nore an alaytics game. Here at Castle Rock, our business is to take care of the analytics. We have been able to make our customers get higher than average ROAS even during times of uncertainty, like now, as we go through the COVID-19 Pandemic.

We would love to help you if you need any support setting up Ad Analytics for Synxis on your site.

If you have any comments, we’d love to hear from you!