Want to know how many reservations come in through the FRANK widget on your website? You can track them as conversions in Google Analytics 4 (GA4), Google Ads or Meta. This article explains how it works and how to set it up for GA4 in Google Tag Manager (GTM).
How does it work?
FRANK pushes events to the dataLayer on your website. Google Tag Manager can pick up these events and forward them to the tools you use, such as GA4, Google Ads or Meta Pixel.
Your website administrator or marketer sets up the triggers and tags in GTM. For each trigger, you decide what should happen, such as recording a GA4 event or tracking a Google Ads conversion.
Which events are available?
The widget currently sends one event through the dataLayer:
Event | When |
| As soon as a reservation has been completed successfully |
You can pick up this event in GTM and forward it as a conversion to GA4, Google Ads and/or Meta.
Not yet available: there are currently no separate events for actions such as opening the widget, starting a reservation, or intermediate steps like choosing a date or time. These are on our roadmap.
Setting up the purchase event for GA4
To track the purchase event in GA4, add a separate GA4 event tag in Google Tag Manager. You need a GTM container in which your existing Google tag (GA4) is already active.
Step 1: Create the tag
In Google Tag Manager, go to Tags and click New.
Choose Google Analytics: GA4 Event as the tag type.
Under Measurement ID, enter the same GA4 ID used in your existing Google tag. This ID starts with
G-. If it's correct, you'll see the message Google tag found in this container.Under Event Name, enter:
purchaseLeave Event Parameters empty.
Open More Settings, then Ecommerce.
Turn on Send Ecommerce data.
Under Data source, choose Data Layer.
Step 2: Add the trigger
At the bottom of the tag, click Triggering and create a new trigger of the type Custom Event.
Under Event name, enter:
purchaseUnder This trigger fires on, select All Custom Events.
Give the trigger a recognisable name, such as Custom Event purchase. Save the trigger first, then save the tag.
Step 3: Test and publish
In GTM, click Preview and make a test reservation through the widget on your website. Check that the purchase tag fires after the reservation has been completed.
Is everything working? Click Submit to publish the container.
Tip: in GA4 you can then mark the event as a key event (conversion) under Admin > Events. It can take up to 24 hours for the event to appear in your reports.
Google Ads or Meta
Want to track reservations as conversions in Google Ads or Meta as well? Use the same trigger (Custom Event purchase). Link it to a Google Ads conversion tag or a Meta Pixel tag, either instead of or alongside the GA4 tag.
Questions?
Do you have questions about the implementation, or would you like to discuss what else is possible? Feel free to get in touch.