Conversion measurement/attribution
I
Instituut Babette
We invest in online ads (Google, Meta, etc.) that lead to the Optios booking module. Today, we can't measure which campaign leads to an effective booking, because the booking takes place on the Optios domain. We can only count clicks to the booking module, and they say little about real agreements. As a result, advertising platforms optimize on the wrong signals and we spend a budget without knowing what works.
The Meta-pixel that is now available only covers one channel. A general solution would allow each salon to connect its own advertising channels without Optios having to build a separate integration for each platform.
Proposal:
- Google Tag Manager container per customer. A field in the settings where the salon enters a GTM container ID, which loads on each page of the booking module. This way, each salon can manage GA4, Google Ads, Meta or other tags themselves.
- Standard DataLayer events during the booking process, such as booking_started, service_selected, and booking_completed, with treatment, price (value and currency), and a unique booking ID. This ID allows deduplication between browser and server measurements.
- Save ad parameters. Keep track of UTM parameters and click IDs (such as gclid, fbclid, and others) from the link to the booking module when booking and submitting it to the events and when booking itself. This includes support for Google's cross-domain linker (_gl), so that GA4 sessions don't break when moving from the website to the booking engine.
- Webhook for new bookings (optional but valuable), with booking ID, treatment, value, time and saved ad parameters. This allows salons to forward bookings server-side to the conversion APIs of advertising platforms. This also captures bookings that miss browser measurement due to ad blockers or rejected cookies.
An easier alternative for those who don't use GTM: an adjustable thank you page, so that the customer returns to a page on their own website after booking, where the salon's existing tracking can measure the booking.