Maximize Your Bookings: TripWorks Integrates Google Enhanced Conversions into Booking Software

We're thrilled to unveil our latest feature at TripWorks: support for Google Enhanced Conversions on Google Ads.

This advancement guilds tour operators with the ability to utilize conversion data to fine-tune their booking strategies. Enhanced Conversions offers a more precise and privacy-conscious approach to tracking both online and offline interactions, ensuring a seamless connection between ad clicks and “conversions”; in our case, conversions are successful online reservations, the key to tour & activity businesses growth and ability to scale. This integration is set to revolutionize marketing efforts, amplify ROI while utilizing automated bid strategies, and Google’s prediction models on Google Ads, and provide deeper predictive data, and insights into consumer behavior across the board.

Understanding the pivotal role of conversion tracking in digital marketing for tour operators, it's essential to monitor valuable actions like lead submissions, purchases, or sign-ups. This insight into the true ROI of your marketing efforts allows for the optimization of bids and budgets, targeting the conversions that truly affect your bottom line. Here's a few of the account goals you can set in your Google Ads account, that work alongside automated bid strategies:

• Target CPA
• Target ROAS
• Maximize Conversions
• Maximize Conversion Value
• Enhanced CPC

Traditionally, setting up conversion tracking has been complex, involving code integration on websites or syncing point-of-sale systems or CRM data with Google Ads via APIs. This often requires technical expertise or reliance on additional teams for implementation, posing challenges even for seasoned PPC professionals. Google's Enhanced Conversions means an increase on the return you and other business owners will reap on all five of the ad account targeting methods bulleted above.

Enter TripWorks’ support for Enhanced Conversions for Leads, a feature that simplifies the entire process within our platform. This innovation paves the way for tour operators to fully leverage their campaign conversion data. We'll explore the benefits of Enhanced Conversions, how it can boost your operations, and the best practices to get started.

Enhanced Conversions for leads: A New Era in Tracking Enhanced Conversions facilitate offline conversion tracking seamlessly, without altering your existing CRM or analytics setup. Here's how it functions:

As potential customers explore your tours, their details, including email, name, and contact information, are captured by the TripWorks booking system — even if they don't finalize a purchase. This first-party data is then encrypted and shared with Google Ads to link it with relevant ad interactions.

When these leads culminate in sales—whether through direct e-commerce, walk-ins, or third-party platforms like Viator, GetYourGuide, or Expedia — TripWorks automatically transfers the encrypted data to Google. This allows Google to correlate the lead with the initial ad engagement, offering a comprehensive view of the customer journey and lead value for optimizing your advertising efforts.

This process is fully integrated within your TripWorks account, eliminating the need for technical adjustments to your CRM and allowing you to utilize existing lead data.

For forward-thinking tour operators, adopting Enhanced Conversions now provides a competitive edge, progressively improving your ad campaigns value return, through refined data insights at scale.

Activating Google Enhanced ConversionsTo enable Enhanced Conversions, navigate to the Setup section in your TripWorks account, then proceed to Integrations. Ensure your Google Ads integration is active, and follow the prompts to activate Enhanced Conversions. No additional steps are required.

At TripWorks, we’re setting a new standard for how powerful a booking software can be for your tour, rental or activity business. In today’s shifting, and tech filled landscape, we’re prioritizing the development, and rollout of tools that help our customers navigate this easily. Start optimizing your digital marketing strategies today on a platform that’s build to help you grow.