By: Jyll Saskin Gales, Google Ads Coach

Does your business use a third-party platform like Court Reserve or Acuity or Eventbrite for bookings/appointments/tickets? If so, you're probably familiar with the challenge of tracking conversions from your Google Ads campaigns. It's a common problem, especially for businesses like event venues, travel agencies, and spas, where customers often book through an external system.

Don't worry, though! In this post, I'll break down three effective methods you can use to track Google Ads performance.

Method 1: Tracking Button Clicks

The simplest and easiest way to track conversions is by tracking button clicks. This method involves setting up a conversion action in Google Ads that triggers when someone clicks the button or link leading to your third-party booking platform. While this doesn't tell you if the person completed the booking, it does give you valuable insight into how many people are clicking through to book from your ads.

You can track button clicks using Google Analytics, Google Tag Manager, or any other tag management system. The key is to ensure that the conversion action is triggered when the button or link is clicked.

Method 2: Custom UTMs or Landing Pages

If you have access to analytics on your third-party platform, you can use custom UTMs or a dedicated landing page to track conversions more effectively.

Custom UTMs

Add unique UTM parameters to the link that leads to your booking system from your Google Ads. This allows you to track which visitors to your booking system came specifically from your ads. You can then analyze this data within your booking platform's analytics to see how many of those visitors converted into customers.

Custom Landing Pages

Create a dedicated landing page on your website that's solely for users clicking on your Google Ads. This page should have a unique link to your booking system. By tracking visits to this landing page and subsequent bookings on the third-party platform, you can accurately measure conversions from your Google Ads.

Method 3: Offline Conversion Tracking (Advanced)

For businesses with advanced technical capabilities, Offline Conversion Tracking (OCT) is another option. This method involves capturing the Google Click ID (GCLID) when someone clicks on an ad and passing it through to your CRM. When you connect your CRM to Google Ads, you can send the GCLID back to Google Ads, allowing for accurate and timely conversion tracking.

However, OCT is a complex process that requires technical expertise and might not be suitable for all businesses.

The Bottom Line: What to do?

Tracking conversions on third-party booking systems can be challenging, but it's not impossible. By testing the methods outlined in this post, you can gain valuable insights into how your Google Ads are driving traffic and leads to your business, even when bookings occur on external platforms.

While these methods might not be perfect, they're definitely good enough to help you make informed decisions and optimize your advertising efforts. Remember, don't let perfect be the enemy of good enough!

Want to stay ahead of the curve and discover more Google Ads strategies? Subscribe to my free Google Ads newsletter, The Insider, today!