GetYourGuide conversion tracking: stop your ads taking credit for marketplace bookings
Your tours, charters or zipline slots sell on GetYourGuide and on your own site, and once GetYourGuide is connected to your reservation system, both kinds of booking land in one calendar. If your ad conversions fire from that system, Google and Meta get told they sold seats GetYourGuide sold. We split the two channels, track the direct bookings your ads actually win, and put cost per direct booking beside the commission GetYourGuide takes.
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GetYourGuide · what breaks
What goes wrong when GetYourGuide sits next to your ads
- 01
"Google Ads says it sold tickets that came through GetYourGuide"
When your reservation system is connected through GetYourGuide's Supplier API, GetYourGuide confirms each sale by calling its booking endpoint, so the booking lands there like any other. If your conversions fire on every new booking, GYG sales train Smart Bidding and Meta's delivery on travelers your ads never reached, and you pay more for the wrong clicks.
- 02
"My ad sent them to my site, then they booked on GetYourGuide"
A family clicks your search ad, checks your escape room or boat tour, then books through the GetYourGuide app they already trust. That checkout runs on getyourguide.com, and the supplier help center describes no way to add your Google tag or Meta Pixel to it, so the ad looks like it sold nothing.
- 03
"One changed booking shows up as two sales"
When a traveler amends a booking, GetYourGuide's API docs say it creates a new reservation and booking under the same booking reference, then cancels the old one. A system that fires a conversion on each new booking reports a fresh sale for what was just a date change.
- 04
"I can't tell if my ads beat GetYourGuide's cut"
GetYourGuide's invoice booking list shows the retail price and commission amount on every booking. Without ad spend divided by real direct bookings next to it, a bike rental shop or horseback outfitter can't say whether a Google Ads booking costs less than a GYG one.
GetYourGuide · the fix
What changes — GetYourGuide
Ads learn only from bookings they caused
Direct bookings tied to an ad click go to Google Ads and Meta. Anything carrying a GetYourGuide booking reference is reported, but never sent as an ad conversion.
Each channel gets its own honest number
GetYourGuide revenue after commission sits in one column and direct revenue in another, so your ticket sales stop being counted twice across dashboards.
A real answer on where to put next month's budget
Cost per direct booking from ads, set against GYG commission per booking, tells you whether to push ad spend harder or lean on the marketplace in slow weeks.
GetYourGuide · architecture
What GetYourGuide actually lets you hook into
The sale happens inside GetYourGuide, so there's no tag slot for your ads. Here's what its supplier docs describe, and what each piece means for tracking.
- 1
Supplier API for reservation systems
GetYourGuide calls your system to check availability, hold a reservation, confirm a booking and cancel either one. The booking call carries a GYG booking reference, product, date, ticket prices and traveler details. That reference is what we filter on.
- 2
Reservation holds before the booking
Reservations are held before confirmation, with a desired hold of 60 minutes and a minimum of 15. If your system fires anything on a hold, abandoned GYG holds can look like sales.
- 3
Retries and amendments
In certain error cases, booking calls are retried up to ten times at 10-minute intervals, and amendments arrive as a new booking under the same reference. We check that neither creates a duplicate record.
- 4
Supplier Portal bookings and invoice list
Bookings can be downloaded from the portal, and the invoice booking list shows retail price, commission amount, earnings after commission and reversals. Neither includes an ad click ID.
- 5
Performance section
Shows impressions, click-through rate, page visits, conversion and revenue on GetYourGuide, updated once a day. Beyond source markets, it describes no traffic-channel split and no Google or Meta connection.
GetYourGuide · diagnose
Where GetYourGuide tracking breaks, in diagnostic order
Start with leakage, because the commonest fault is marketplace sales counted as ad wins, not ad wins going missing.
- 01
Open one recent GYG booking and trace it
See whether it triggered a Google Ads or Meta conversion anywhere.
- 02
Check what your system does with traveler details from GYG
Confirm whether those emails are real or relayed GetYourGuide addresses before anything hashes them for enhanced conversions.
- 03
Amend a GYG test booking, or find a past amendment
Count how many purchase events it produced.
- 04
Book directly from a tagged ad URL
Confirm the click ID reaches the booking record and one conversion fires with the right value.
- 05
Look for links from your site to GetYourGuide
Any "Book on GetYourGuide" button on a page your ads land on sends a sale your ad reports will never see.
GetYourGuide · prove
The QA evidence — GetYourGuide
Checked on live bookings in your own reservation system, not a sandbox.
Source of truth
Your reservation system's bookings with their source, matched to the GetYourGuide invoice booking list by booking reference
- One direct booking from an ad-tagged URL, with the click ID on the record and one conversion per platform.
- Recent GetYourGuide bookings confirmed absent from Google Ads and Meta conversion data.
- An amended GYG booking producing one record, not two.
- Abandoned GYG reservation holds producing no event.
- Direct bookings matched record by record across a closed month.
- The same comparison repeated 30 days later.
GetYourGuide · free audit
What we check in the free audit
- Open one recent GYG booking and trace it
- Check what your system does with traveler details from GYG
- Amend a GYG test booking, or find a past amendment
- Book directly from a tagged ad URL
- Look for links from your site to GetYourGuide
Checked against
Your reservation system's bookings with their source, matched to the GetYourGuide invoice booking list by booking reference
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GetYourGuide · when not to buy
When you don't need this for GetYourGuide
Some operators should spend the money elsewhere.
- If you don't run Google or Meta ads and nearly every sale comes through GetYourGuide, its Performance section already tells you what you need.
- If your ads point straight at your GetYourGuide listing, there's no booking we can send back. Build a direct booking page first, or judge those ads on clicks.
- If GetYourGuide isn't connected to your reservation system and you enter its bookings by hand, there's no leak to plug; just keep tracking your direct checkout.
- If your direct checkout already fires one purchase per paid booking and nothing sends GYG bookings onward, leave it alone.
GetYourGuide · what we deliver
The event map for an operator selling on GetYourGuide
Booking page viewed on your site
Ad visitors who reach your own checkout, with the click ID stored first-party before the booking widget loads.
Direct booking paid
The conversion Google Ads and Meta bid on, valued from the actual ticket or rental total, with one shared event ID for browser and server.
Link out to your GetYourGuide listing
If your site points anyone to GetYourGuide, that tap is logged as a click only, because the sale finishes where we can't measure it.
GetYourGuide booking received
Logged for reporting from the GYG booking reference in your reservation system, and excluded from every ad platform upload.
GetYourGuide amendment
Matched on the shared booking reference so a changed date or headcount updates the record instead of adding a sale.
Cancellation or no-show
Direct cancellations reversed where each platform allows it; GYG reversals kept in the marketplace column.
FAQ
GetYourGuide questions, answered
We found nothing in GetYourGuide's supplier help that allows it. The checkout runs on getyourguide.com, so the bookings it produces can't be matched to your ad clicks.
No. They arrive without an ad click ID, and sending them teaches Smart Bidding that marketplace demand came from your ads. Report them separately and send only direct bookings.
One common cause: conversions fire from your reservation system, which also receives GetYourGuide bookings through the Supplier API. We trace the source, then filter on the GYG booking reference.
Not safely by default. GetYourGuide relays supplier messages through @reply.getyourguide.com addresses, and a relay address won't match anyone's Meta profile. We check which address your system actually stores, and you should check your supplier terms before using marketplace customer data for ads.
GetYourGuide says it ranks activities on revenue and conversion rate, among other factors. It doesn't say outside traffic is credited, and those bookings can't be reported back to your ad account.
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