Track booking conversions in Google Ads, Meta, TikTok and Microsoft Ads

Ads platforms optimise towards whatever you tell them is a conversion. If they only see page views, they find people who look; tell them about confirmed bookings and they find people who book. TapTime reports each confirmed guest booking to Google Ads, Meta, TikTok and Microsoft Ads, with the click that brought the guest.

Panel Integrations Ads

Google Ads

There are two halves, and you can use either or both.

• Browser tag — Conversion ID (AW-…) and Conversion label from Goals → Conversions → your action → Tag setup. The booking confirmation fires the conversion in the guest’s browser.
• Server upload — Customer ID, Conversion action ID and API access (developer token, OAuth client ID, client secret and refresh token). TapTime uploads the conversion with the Google click id, even if the browser tag was blocked.

1. 1
   Create a conversion action

   In Google Ads: Goals → Conversions → New conversion action → Website → add it manually. Name it “Booking”, category Book appointment or Purchase.

2. 2
   Copy the tag details

   Tag setup → Use Google Tag Manager shows the Conversion ID and label. Paste them into TapTime.

3. 3
   Add server upload (optional)

   For uploads you need API access to your account. Your agency or developer can issue the OAuth credentials; the Conversion action ID is the number after ctId= in the action’s address.

4. 4
   Save and test

   Test connection checks the credentials against your account and tells you what is missing.

Meta (Facebook and Instagram)

1. 1
   Find your Pixel (dataset) ID

   Events Manager → Data sources → your pixel.

2. 2
   Generate an access token

   Your pixel → Settings → Conversions API → Generate access token.

3. 3
   Choose the event

   Schedule fits bookings; Lead or Purchase if your campaigns already optimise for those.

4. 4
   Test with a test event code

   Paste the code from Events Manager → Test events, press Test connection, and watch the event arrive. Remove the code afterwards, or real events will not count.

Meta matches the booking to a person with the click id (fbclid), the Meta browser cookies, the guest’s IP address and browser, and — unless you switch it off — their email and phone number, hashed with SHA-256 before they leave TapTime.

TikTok

1. 1
   Find your Pixel ID

   TikTok Ads Manager → Tools → Events → Web events → your pixel. The ID is under its name.

2. 2
   Generate an access token

   Your pixel → Settings → Events API → Generate access token.

3. 3
   Choose the event

   Schedule fits bookings; Lead, Submit form or Place an order if your campaigns already optimise for those.

4. 4
   Test with a test event code

   Paste the code from your pixel → Test events, press Test connection, and watch the event arrive. Remove the code afterwards, or real events will not count.

TapTime puts your TikTok Pixel on your booking page, so you do not need to add it there yourself. TikTok matches the booking to a person with the click id (ttclid), the guest’s IP address and browser, and — unless you switch it off — their email and phone number, hashed with SHA-256 before they leave TapTime.

Microsoft Ads (Bing)

Like Google Ads, there are two halves. The UET tag works on its own; the Conversions API adds what the tag cannot see.

• UET tag — the tag ID from Tools → UET tag. TapTime puts the tag on your booking page and sends each booking confirmed there as a custom event.
• Conversions API — a token from UET tag → Edit → Use Conversions API → Copy token. TapTime then also reports, from its server, bookings confirmed after the guest left, guests’ orders and new loyalty members. Microsoft switches the Conversions API on account by account: if the option is missing, ask Microsoft Advertising support.

1. 1
   Create a conversion goal

   In Microsoft Ads: Conversions → Conversion goals → Create → Website → Event. Set Action equals book_appointment (or the event action you enter in TapTime) and pick your UET tag.

2. 2
   Paste the UET tag ID

   The number in the Tag ID column under Tools → UET tag.

3. 3
   Add the Conversions API token (optional)

   Copy it from the tag’s settings and paste it into TapTime.

4. 4
   Save and test

   Test connection checks the token against your UET tag without recording a conversion.

Counted once, not twice

Each booking has one event id. The server event and the browser event (your pixel or conversion tag) carry the same id, and the platforms keep only one. A booking confirmed, cancelled and confirmed again is still one conversion.

Conversion value

Appointments send the service price. For table bookings, set a value per booking — an average spend — and optionally multiply it by the number of guests. Leave it empty to send conversions without a value.

Orders and loyalty sign-ups

Bookings are reported unless you switch them off. Guests’ orders and new loyalty members are reported when you switch them on:

• Each order is a conversion once, when it reaches you; its value is what was ordered, without the tip.
• A member counts once per program, at their first stamp, however many cards they fill.
• Google Ads can only credit an order or a member that came from a Google ad click, like a booking.
• Sales rung up at the register and stamps typed in without a guest order are not ad conversions and are never sent as orders.

Checking deliveries

Each ad platform connection has a Delivery log of every attempt: delivered, skipped (for example no gclid) or failed, with the platform’s error, HTTP status and expandable details.