Conversion tracking for travel, across long research windows and several devices

The complaint we hear: Google Ads shows a pile of trip inquiries, the advisors say most wanted cheap flights or a quote to compare against an online travel site, and the honeymoon that did book shows up as 'direct' two months later. The searcher who types 'all inclusive deals' and the couple planning a destination wedding for forty guests both fill in the same form, and the ad platform scores them the same. The discovery call is often booked through Calendly, whose confirmation happens on calendly.com or inside an iframe your site tags can't see, and supplier commission may not arrive until after the client travels, long after the click has gone cold.

The ten-minute check: open the search terms report and look for flights, cheap, last minute, jobs and 'how to become a travel agent', a search that attracts people who want your career, not your service. Then submit your inquiry form with a test click ID in the address bar and see whether the CRM record keeps it, and book a test discovery call to see whether any conversion fires at all. Calendly's native analytics fires on its own domain, so without a passed-through source those bookings report as direct.

Fixed looks like this: the inquiry and the discovery call as secondary actions, the deposit as the primary conversion sent from the CRM with the trip value, and a value adjustment when a trip cancels. Group trips and destination weddings carry their own value so bidding learns they are worth more than a weekend away, and Meta is judged on deposits, not on form fills from a giveaway post. The free audit traces a real inquiry from the ad click to the deposit.