Boost Your Hotel’s Conversion Tracking with Google Enhanced Conversions

Without consent for cookies, it becomes difficult to fully track and attribute conversions to marketing efforts. Google Enhanced Conversions offers a solution to this problem by allowing you to match conversions using hashed first-party data, bypassing the need for cookies while still respecting privacy laws.

Due to GDPR regulations, many website visitors opt out of cookie tracking, which can result in missing valuable conversion data. Without consent for cookies, it becomes difficult to fully track and attribute conversions to marketing efforts. Google Enhanced Conversions offers a solution to this problem by allowing you to match conversions using hashed first-party data, bypassing the need for cookies while still respecting privacy laws. This method ensures you can still measure conversions accurately without relying on user consent for cookies.

Recent reports continue to highlight how “Enhanced Conversions for Web” brings a positive performance impact to businesses, with an average increase of +8.5% in reported conversion rates on Search, helping you optimize your campaigns even further.

As a hotelier, maximizing your digital marketing efforts is crucial for driving bookings and increasing revenue. One way to achieve this is by improving the accuracy of your conversion tracking. That’s where Enhanced Conversions comes in.

How does it work?

When a customer completes a booking or another conversion action on your hotel’s website, you may collect valuable first-party data, such as their email address, phone number, or other personal details. Enhanced Conversions allows you to capture this data through your conversion tracking tags, which are then hashed (secured) before being sent to Google. This secure hashing algorithm ensures that the data remains private and compliant with privacy regulations.

Once Google receives this data, it can match the customer’s details to their Google account (if they were signed in) and attribute the conversion accurately to your campaigns. This improved data can help you better understand which ads and campaigns are driving the most bookings, allowing you to refine your marketing strategy and improve return on investment.

What are the benefits?

Enhanced Conversions provide several benefits for hoteliers looking to optimize their digital marketing efforts:

• More Accurate Conversion Measurement: By leveraging hashed first-party data, you get a clearer picture of how your ads are driving actual bookings, helping you make more informed decisions.
• Better Campaign Optimization: With enhanced tracking, you can adjust your bidding strategies to focus on what’s truly driving conversions. Google’s powerful algorithms can optimize your campaigns more effectively with better data.
• Increased ROI: By understanding which campaigns are most effective, you can allocate your budget more efficiently and maximize your hotel’s advertising spend.

Easy Setup

Setting up Enhanced Conversions is simple. You can implement it using Google Tag, Google Tag Manager, or Google Ads API—whatever works best for your hotel’s website setup. Once activated, the feature will start sending hashed customer data to Google, improving the accuracy of your conversion tracking right away.

Conclusion

In today’s competitive digital landscape, accurate conversion tracking is key to driving more direct bookings and increasing revenue. By implementing Enhanced Conversions, your hotel can gain better insights into your ad performance, optimize your campaigns more effectively, and ultimately, turn more website visitors into confirmed guests.

Quentin Lederer – VP, eCommerce.  Connect with Quentin on LinkedIn.

About Cendyn

Cendyn is a global hospitality cloud-based technology company that enables hotels to Find, Book, Grow – driving revenue, maximizing profitability, and creating deeper connections with guests through its integrated solutions.

Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base with offices across the globe.

To find out more, visit cendyn.com.