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Conversion metrics

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You can track bookings at the hotel, hotel group, or subaccount level. But before you can track bookings, you must add a hotel conversion tracking UET tag to each POS website. For general information about UET tags, see Everything you need to know about setting up UET.

Steps to get started

  • Ensure each POS website has a JavaScript UET tag for the customer ID (CID) you're using for hotel price ads.
  • The supported goal types that you can use are Custom Event and Destination URL. You can reuse an existing goal or create a new one, but it must use variable revenue tracking.
  • Verify you tag is working properly by using the UET Tag Helper.

UET tag variables

Variable Required Description
hct_total_price Yes The total price of the booking, including taxes and fees.
hct_base_price Yes The price of the booking, not including taxes and fees.
currency Yes The currency of your conversion goal.
hct_checkin_date Yes The booking's checkin date in the form, YYYY-MM-DD.
hct_checkout_date Yes TThe booking's checkout date in the form, YYYY-MM-DD. Not required if you specify hct_length_of_stay.
hct_length_of_stay Yes The number of nights the booking is for. Not required if you specify hct_checkout_date.
hct_partner_hotel_id Yes The ID that you used to identify the hotel in your hotel feed.
hct_booking_xref Yes The encrypted or obfuscated booking reference number.

Example UET tag

The following example shows a custom event UET tag. The example hard codes the values for simplicity.

window.uetq.push('event', 'my_hotel_event_action', {​
    'hct_total_price': 188,​
    'hct_base_price': 165,​
    'currency': 'USD',​
    'hct_checkin_date': '2018-10-27',​
    'hct_length_of_stay': 4,​
    'hct_partner_hotel_id': 'example_hotel',​
    'hct_booking_xref': 'X2N5531APZ'​
});​

To preview example events being fired in real-time, see Reporting hotel conversion events

After adding a UET tag to your websites, you can start including the following list of conversion tracking metrics in your report request.

The following guidelines apply to hotel conversion tracking.

  • Microsoft Advertising supports a conversion window of up to 90 days. You specify the conversion window in the Microsoft Advertising web app.
  • Bookings are counted as conversions. The number of conversions does not account for cancellations (they're not tracked).
  • To specifying whether to track all conversions or only unique conversions, see the Microsoft Advertising web app.