If you've set up Google Analytics, you might wonder how best to use it to your advantage. Here, you'll learn how to use a simple destination goal to understand where your bookings originate, giving you a basic understanding of your marketing efforts.

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Goals are a way to track specific user interactions on a website. These interactions could be form submissions, button clicks, or arriving at a certain page. Google Analytics records a goal conversion if a website visitor performs the action that you've defined.

Below is a step-by-step process of creating a goal to record when a booker reaches your booking confirmation page. When you create this, you're telling Google Analytics you want to record this as a conversion.

Step One

  • Select the Admin cog in the bottom left

  • Select Goals under the View header:

  • Select + NEW GOAL:

Step 2  

Goal Setup:

  • Leave Template selected

  • Select Place an Order under Revenue

Goal description:

  • Give your Goal a name, e.g. 'Booking completed'

  • Leave the Goal Slot ID as whatever it suggests

  • Under Type, select Destination and continue

Goal details:

  • In the Destination drop-down, select Regular expressions. This gives the flexibility of the destination, as each booking confirmation page will have a slightly different URL

  • In the field, enter/summary - Google Analytics will look for that within any URL on your Bookwhen public page. It will only ever occur when a customer completes a booking.

  • Temporarily leave Value and Funnel off; this is something you can come back and experiment with later if you wish.

You can now try to verify the goal. If you've been tracking visitors successfully in GA so far, it will help you understand what sort of goal conversions you can expect based on that existing data. If you're new to GA, this step probably won't show you an accurate number, so you can select Save.


Depending on how much traffic your Bookwhen page sees, it might take a few days until your goal starts recording conversions. When it does, it will be included in all your basic reports. However, to understand where your converted customers are coming from, go to 'Acquisition' -> 'Source/Medium' and then view your report.

It will look different to our test data below, but on the right, you will see your conversions for the Goal you have set up.

Looking at the above example, here's what you can find out:

  • For Direct/None, of the 16 visitors, 0 have hit the goal of the booking confirmation screen. 

  • For the direct website referral (blurred out here, but this could be your website, for example), of the 10 visitors, 1 'converted' by completing a booking, which is 8.33%

The same goes for Google/organic.

In total, of all sources combined, 3.28% of all visitors completed the goal of making a booking.

Your results will look very different; hopefully, your conversions will be much higher than our test data! Look at the other reports; the goals remain throughout, and you can dig much deeper into the URLs that are referring, for example.

💡 Important note:

As cookies don't always work in iframes, and Bookwhen requires cookies to be allowed to enable the insertion of the Google Analytics code to track conversions, the system would ask your users multiple times, which in turn, could create unhappy customers. Therefore, Google Analytics isn't included in iframes, and conversions won't be tracked.

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This article is part of an ongoing series to empower you to get the most out of your Bookwhen subscription. Have you used Google Analytics to learn more about your bookers? What kind of insights have you found, and would you like to know how to find more? We love hearing from our customers, so get in touch and let us know! ✨

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