Paid search and social spend kept climbing, but nobody could reliably say which ads led to a completed booking. We rebuilt the tracking architecture from the data layer up, so the journey could be followed end to end.
A travel company was investing heavily in paid search and paid social, but couldn't reliably connect an advertising interaction to a completed booking. Tracking was inconsistent across the marketing website, the booking engine, and the third-party payment journey sitting between them.
Every hop between those three systems was a place attribution could quietly break: a visitor could click an ad, browse the marketing site, get handed off to the booking engine on a separate domain, and complete payment through a third-party processor, with no guarantee any of those steps was still tagged as the same user by the end.
The result was a familiar one: rising media spend, and a shrinking ability to say with confidence what that spend was actually producing.
We started with a full audit of the existing GA4 and Google Tag Manager implementation to establish exactly where the journey was breaking, then rebuilt the underlying data layer so every key interaction, not just page views, was captured consistently.
The critical piece was reliably carrying a visitor's identity across the domain boundary between the marketing site and the booking engine, then tying that back to a single, de-duplicated conversion event once a booking actually completed.
A full review of the existing implementation to find exactly where the journey was breaking down between site, booking engine and payment.
The website's data layer rebuilt so every meaningful interaction, not just page views, was captured consistently and structured for reuse.
Booking-specific events implemented to capture the full path from search to selection to completed booking.
Visitor identity carried reliably from the marketing website across to the booking engine on a separate domain.
Acquisition, engagement and booking data brought together in one place, plus automated QA to flag broken events before they cost attribution.
The proportion of bookings with reliable attribution increased significantly, and duplicate conversion events, previously inflating reported conversions across several ad platforms at once, were eliminated.
With visibility restored from first interaction through to completed booking, budget decisions could be made against real performance, instead of each platform's own, often overlapping, view of what it had achieved.
Attribution restored from first ad click through to completed booking
Duplicate conversion events across advertising platforms
Tracking connecting the marketing site to the booking engine
The same rebuild works anywhere a customer journey crosses domains or hands off to a third party: audit first, then a data layer and event structure that survives the handoff.
Find out exactly where your attribution is breaking down.
A structured foundation that captures what actually matters.
Identity carried reliably across handoffs to booking engines or checkouts.
Acquisition, engagement and conversion data in one place.
If your customer journey crosses domains or hands off to a third party, that's usually exactly where your attribution is quietly leaking.