As you plan and implement advertising for your properties, the more data you have the better!
Users can integrate with their Google Analytics and/or Facebook Tracking Pixel account to update their analytics with every move guests make in OwnerRez, whether that be a page view on a hosted website, Public Booking Link, guest forms, widget, sending an inquiry, viewing a quote, or eventually a full conversion to a booking.
- Limitations
- Google Analytics
- Facebook Tracking Pixel
- Google Ads and Tag Manager
- Widget Conversion Tracking
Limitations
Google Analytics (and third-party tracking software generally) is a separate tracking script, which means that it can be blocked by a guest's browser based on cookie restrictions, ad-blocking software, or other similar measures.
- Ad blockers are used by some 40% of users. Hence, the number of transactions you see in Google Analytics is unlikely to match what OwnerRez has because OR will have every transaction, while GA will only have the number of tracking hits that weren't blocked.
- Some embedded browsers in Facebook Messenger on iPhones are very restrictive and may interfere with tracking.
Google Analytics
Log in to your Google Analytics account to locate and copy your Measurement ID. Paste that Measurement ID that you copied in the previous step into the Google Analytics Tracking ID box in the OwnerRez Analytics Tracking section in OwnerRez (Settings > Advanced Tools > Analytics Tracking).
If you have multiple Hosted Websites, OwnerRez currently supports only one tracking account for all your websites. While a session may start on a hosted website, all quotes and forms are handled on the app.ownerrez.com domain for secure credit card processing. Both Google and Facebook allow you to filter tracking by domain in their reporting systems, so this should not be a problem to tell your websites apart in your tracking reports if they each have their own domain name, as they should.
It is also possible to put custom tracking code in the Footer of your Hosted Website, under the Theme & Layout area.
If you're using OwnerRez widgets on your site, you may also want to enable cross-domain tracking when you embed the widgets
Data Events
Once you've entered the tracking key, your Google Analytics account will receive data from OwnerRez.
If you're using OwnerRez widgets on your site, you may also want to enable cross-domain tracking when embedding them.
Once you set up the integration, you'll see the following actions show up in Google Analytics:
- Page view on guest forms: quote accept (checkout) pages, one-off payment pages
- Page view on hosted website pages
- Widget > Loaded when a widget is loaded
- Widget > QuoteDisplayed / QuoteErrored on book now widget when the guest enters information and the quote summary is displayed or a validation error occurs, respectively
- Widget > QuoteDetailExpanded on book now widget when the guest expands the quote details panel
- Widget > BookingStarted event on "book now" button click in book now widget (with event value of quote total)
- Widget > InquirySent event on "send inquiry" button click in book now widget (with event value of quote total)
- Widget > Search / SearchPage event on searching in availability search widget — Search fires when the search button is clicked; SearchPage fires when navigating between pages
- Quote > BookingStarted event on view of the initial quote checkout page (with event value of quote total) — also fires a GA4
begin_checkoutecommerce event - Booking > Booked event on booking complete (with event value of booking total)
- Ecommerce transaction on booking complete — includes transaction ID, currency, booking total, and a line-item breakdown of rent, surcharges, and taxes; also includes the discount code if one was applied
If you've configured Google Ads conversion tracking, OwnerRez also fires a conversion alongside the BookingStarted and Booked events.
Note: These booking events only fire for direct bookings. Bookings imported from Airbnb, Vrbo, Booking.com, or other channels don't trigger BookingStarted, begin_checkout, or the ecommerce transaction — those guests don't go through your direct booking flow.
Facebook Tracking Pixel
Log into your Facebook Ads Manager and copy your tracking ID. Also, see the instructions in the Meta Pixal - Get Started doc.
Choose "Install the Code", then "Copy and Paste the code":
All you need is the actual pixel ID, not all of the code, so paste the code into Notepad or Word and then copy out just the pixel ID. It'll look something like: 12345678901234. We'll use that to create the full code block on our end, generated on every page of your Hosted Website and in every Widget. Here's a Facebook article on creating/finding your Pixel ID if you need help tracking it down.
Paste that ID into the Facebook Tracking Pixel ID box in the OwnerRez Analytics Tracking section and you're good to go.
Once you set up the integration, you'll see the following actions show up in Facebook:
- Page views on widget pages (whether inside your website or separately hosted), quote accept (checkout) pages, one-off payment pages, hosted website pages
- AddToCart event on "book now" button click in book now widget (with event value of quote total)
- Lead event on "send inquiry" button click in book now widget (with event value of quote total)
- InitiateCheckout event on view of the initial quote checkout page (with event value of quote total)
- Purchase event on booking complete (with event value of booking total)
Data Events
The Purchase event fires on the hosted website checkout confirmation page regardless of where the guest started their journey. The Pixel fires when the guest completes checkout in our hosted booking flow, not based on the referrer or where they originally clicked.
- Guest clicks your Meta ad > lands on your property landing page > clicks the book now widget > completes booking in the OwnerRez widget/hosted checkout > Purchase fires on the OwnerRez confirmation page.
- Guest visits your hosted website directly > clicks book > completes booking in the OwnerRez widget/hosted checkout > Purchase fires on the OwnerRez confirmation page.
Both paths fire the same Purchase event with the same payload (content_category, content_name, content_ids, value, currency).
For Meta attribution to credit the ad correctly, the key is that your Pixel ID fires on both ends of the journey — on the landing page (PageView / ViewContent / etc.) and on our hosted checkout confirmation (Purchase). Since you've already configured your FB Tracking ID under Settings > Analytics Tracking, our confirmation page renders your Pixel and fires the Purchase event with it; Meta then ties that back to the ad click via the fbclid parameter and the _fbp cookie set on the landing page. As long as the same Pixel ID is on both sides, attribution should flow through.
Google Ads and Tag Manager
Google Ads targets travelers seeking vacation rentals through specific campaigns, driving qualified traffic. Google Tag Manager (GTM) is a free tag management system that allows you to add, update, and manage marketing tags on your website or mobile app without changing the code, which tracks conversion rates and guest behavior on your website, enabling the optimization of your ad spending and website performance to maximize your bookings.
OwnerRez has added support for adding tracking IDs for Google Ads and Google Tag Manager to your hosted website or integrated website widget, which follows and tracks the conversion process from inquiries, quotes, to bookings.
For more information, see Google's support articles.
To set up your Google Ads and GTM tracking, navigate to Settings > Advanced Tools > Analytics Tracking and add your Google Ads Tracking ID, Booked Conversion ID, and Google Tag Manager ID, all of which are provided to you by Google.
Notice the similarity between the Google Analytics Tracking ID, the Booked Conversion ID, and the Google Tag Manager ID fields? The GTM ID field has the extra GTM prefix added.
Widget Conversion Tracking
Linking your Google Ads account to your Analytics property allows users to see the full customer cycle, including how users interact with your marketing (e.g., seeing ad impressions, clicking ads). Follow the instructions in this Link/Unlink Google Ads and Analytics article to link your Google Ads account to your Analytics property.
Users can send conversions from Google Analytics to Google Ads by following the instructions on Import conversions into Google Ads.
Users can also generate conversion Javascript code in their Google Ads account and paste it into the conversion events on the Booking/Inquiry widget. To add your Google Ads-generated conversion Javascript code, navigate to Settings > My Website > Widgets > Booking/Inquiry widget > Change > Conversion Tracking.