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Track the booking marketing source
Track the booking marketing source

Gain visibility and understanding of marketing sources for bookings, uncover invaluable insights into the effectiveness of marketing efforts

Alice Beeby avatar
Written by Alice Beeby
Updated over 4 months ago

By identifying the origin of each booking, clients can accurately measure the return on investment (ROI) for various marketing channels.

Option 1: Capturing the marketing data in a hidden CRM field in Appointedd

Hidden data capture fields can be set up within Appointedd to allow companies to collect marketing data such as the traffic source of a booking, the URL that the booking was made on, or UTM parameters of tracked URLs that have been used in marketing campaigns to generate bookings. This data can then be sent to your external customer relationship management (CRM) system using our webhooks, enabling you to attach this analytics data to your customer records.

To send the customer information to hidden fields, you'll need to utilise our Appointedd pre-fill functionality. The pre-filling setup is different depending on what booking tools you use:

  • Click here to learn more about pre-filling in widgets 2.0;

  • Click here to learn more about pre-filling in legacy standard widgets;

  • Click here to learn more about pre-filling in legacy enterprise widgets.

Depending on your needs, some modifications may be required on your end, but we’re here to support you throughout the process if needed.

For repeat bookings, the data in the hidden field will be replaced by any new marketing data it receives.
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Please ensure to set up the CRM fields as hidden so they don't show to the customer during the booking flow.

Option 2: Track Appointedd bookings in Google Analytics 4

You can also track the number of bookings you receive on your website from your Appointedd booking widget and have this alongside your web analytics. By implementing our Google Analytics 4 event tracking, you can gain deeper insights within GA4 on the devices, pages, marketing channels, and user journeys that perform best for bookings made on your website.

After adding our GA4 event tracking code to your site, it will monitor for successful bookings. When a booking is made, it will trigger an event that is sent directly to your Google Analytics property, allowing you to analyse your booking conversions alongside your other web analytics data.

If you implement the GA4 tracking script as per our documentation you will be able to track all these things within Google Analytics.

Please note: The support guide hyperlinked above explores tracking bookings with GA4 and Google Tag manager on our legacy widgets. We're currently working on a guide for our new widget 2.0 appointment tracking, too, which will be released by the end of August.

Marketing channels

To find the marketing channels that a booking came from:

  1. Make sure you have implemented the GA4 event tracking as per our GA4 tracking documentation for legacy widgets

  2. Navigate to Reports > Acquisition > User acquisition / Traffic acquisition report

  3. Filter the event count column by the name you set as the event name for tagging up booking conversions from Appointedd

    • As per our documentation we suggest people to set the event name as either “StandardWidgetBookingConfirmed” for clients that are using our standard booking widget, or “EnterpriseWidgetBookingConfirmed” If they are using the enterprise widget. However, you can choose naming conventions that are more relevant for you.

Image above shows how to find the number of bookings per marketing channel in user acquisition report.

If you wanted to take things a step further you could add a secondary dimension to show the source and medium of the booking. For example, you could see if the booking came from Facebook, Instagram or LinkedIn:

UTM parameters

Similar to the marketing sources you can see which bookings have come from URLs with specific UTM parameters as follows:

  1. Make sure you have implemented the GA4 event tracking as per our GA4 tracking documentation for legacy widgets

  2. Navigate to Reports > Engagement > Landing page

  3. In the secondary dimension filter search for “campaign name” and choose “First user manual campaign name”
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    • If you use the “campaign ID” attribute when building UTM URLs then you can follow the above instruction but instead of searching for “campaign name” you would search for “campaign ID” instead

  4. To show the URLs that have resulted in a booking from Appointedd, filter the “Key event” column by “EnterpriseWidgetBookingConfirmed”, “StandardWidgetBookingConfirmed” or whatever name you used to call the event when you set up the GA4 event tracking.

Note: You will only see these event names under the key event column if you have marked the event as a “conversion” within GA4. Here are instructions on how to do this.

Identifying which pages on your website resulted in a booking

To find out which pages resulted in a booking follow the below instructions:

  1. Make sure the our GA4 event tracking is installed on your website as per our documentation for legacy widgets

  2. Navigate to: Reports > Engagement > Pages and screens

  3. Switch the first column from “Pages and screens” to “Page path and screen class”. This will give you the URL of the page rather than the meta title

  4. filter the “Key event” column by “EnterpriseWidgetBookingConfirmed”, “StandardWidgetBookingConfirmed”, or whatever name you used to call the event when you set up the GA4 event tracking.

Note: You will only see these event names under the key event column if you have marked the event as a conversion within GA4. Here are instructions on how to do this.

The image above shows how to find which pages drove bookings from your website

User flow for conversions

If you want to see the most popular visitor journeys on your website that led to a booking on your Appointedd widget, you can do so by building a custom report within GA. This can be done as follows:

  1. Navigate to the Explore tab

  2. Click on the “Path Exploration” template

  3. When the report loads it will have some pre-populated steps. Click “Start over” in the top right

  4. Click the “Ending point” box and select “Event name”

  5. Search for “EnterpriseWidgetBookingConfirmed”, “StandardWidgetBookingConfirmed” or what ever you set the event name to when you set up the GA4 event tracking

  6. Under “Step-1” select “Page path and screen class”

  7. Set the time period you want to look at and begin selecting the user flows you want to explore that lead to a booking

If you have any feedback we would love to hear it 👂

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keywords: marketing source, conversion tracking, analytics, google analytics
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