Conversion tracking — measure what your ads actually return
Updated on 2026-08-08
If you advertise on Google or Facebook, you want to know one thing: which euro of ad budget produced a booking. Without that measurement you only see clicks, and you cannot switch off what does not work.
BedFlow reports your bookings to your own Google Analytics 4. Not from the guest's browser, but from our server — and that is what makes the difference.
Why from the server
The classic approach is a snippet on your website that fires once a booking completes. That fails in two situations that are common in hospitality:
- The guest leaves your site to pay. For a standalone wellness booking they go to the payment page and never come back. There is no page left for that snippet to fire on.
- The guest pays later. Someone who clicks the payment link in their email the next day closed your website long ago.
On top of that, a growing share of visitors uses an ad blocker. It blocks tracking scripts in the browser, but has no hold on what our server does.
Measuring from the server solves all three: we see the payment arrive, so we report it.
What you need
Two values from your own Google Analytics 4. Both live in the same place: Admin → Data streams → your website.
- Measurement ID — top right in the stream details, in the form
G-XXXXXXXXXX. - API secret — in that same screen, click Measurement Protocol API secrets → Create. The first time you will have to accept Google's terms once.
Enter them in BedFlow under Connections → Guest experience → Google Analytics (tracking) → Configure.
The secret is a key that allows data to be written into your Analytics. BedFlow stores it encrypted and never shows it in an export or log file. Do not share it and keep it out of screenshots.
What gets measured
Every booking arrives as a purchase with its real value, plus a boekingstype field telling you what the guest came for:
| booking type | meaning |
|---|---|
| verblijf | a stay, without wellness |
| verblijf_met_wellness | a stay with wellness added |
| wellness | a standalone wellness booking, no stay |
That shows you whether people come purely for your wellness or add the overnight stay — and which keyword brings which type of guest. For a stay, the wellness revenue is also reported separately, so you know how much of the booking was actually wellness.
Guest consent
The integration uses the identifier that the Google tag on your own website already sets, and only when your visitor accepted the cookie banner. If they decline:
- the revenue is still counted — you lose no bookings in your reports;
- the source stays unknown — that booking cannot be attributed to an ad.
That is the correct outcome, not a fault. So expect Google to attribute structurally fewer conversions than BedFlow shows. Your own figures in BedFlow are the complete ones.
What to do with it
Once conversions come in, you can switch Google Ads from bidding on clicks to bidding on conversions or on value. That is the moment your budget starts moving by itself toward the keywords that produce bookings rather than visitors.
Allow roughly a day before the first conversion shows up in Google Ads, and fifteen to thirty conversions before the bidding algorithm has enough to steer on.
Does this work without my own website?
Yes. The measurement travels from our server to your Analytics, so it does not matter where your site runs: your own website, a BedFlow mini-site, or just the booking widget embedded somewhere. The two fields work the same in every case.
Frequently asked
I see nothing in Google Analytics. Check that both fields are filled in and that a booking has been paid since. Measurement starts at payment, not when the booking is made.
My figures in Analytics and BedFlow differ. That is expected. BedFlow counts every booking; Analytics only counts what may be measured with consent.
Can I do this for Facebook or another platform? Today BedFlow sends to Google Analytics 4. From there you can pass your conversions on to Google Ads through the standard link between the two.