In this guide, we'll walk through how to track bookings from being started, all the way to being completed with your analytics tool of choice.
There are two different checkout experiences to be aware of, with some differences which may impact your tracking:
Standard Checkout: Single page booking form
Advanced Checkout: Multi-step booking form
How it works for standard checkout
The booking form URL will always end with, the following, which you can target in your tracking if required: /bookings/new
Customers who complete a booking see a confirmation page at a URL formatted like:
https://your-domain.com/booking_complete/-a-unique-number.
For example, a self-storage company called We Store would look like this:
https://westore.com/booking_complete/d53d9840-672e-4263-8938-b5aaa6c39485
To track bookings, configure your analytics to match any URL that begins with /booking_complete. Contact your analytics provider or agency/freelancer working on your data tracking for help if needed.
How it works for advanced checkout
If your website uses Advanced Checkout, the booking form spans multiple step‑specific URLs. Use these to build granular funnels and identify drop‑offs.
Typical step URLs include:
/order/contact_details(always present for name, email and phone)/order/about_you(present if you collect address or other contact data)
/order/move_in(always present)/order/protection(present if protection is sold on the unit type)/order/products(present if products are sold on the unit type)
/order/payment(always present)
After /order/payment, Customers are redirected to Stripe to complete payment, and then back to your booking confirmation page at /booking_complete/... in exactly the same way as described above.
Example of a full step-specific URL:
https://www.100selfstorage.com/sites/nottingham-self-storage-units/unit_types/20-ft-container/order/contact_details
Exclude Stripe as a referrer
You should add checkout.stripe.com to your Analytics Referral Exclusion list. This prevents Stripe redirects from appearing as a new session and breaking your funnel attribution.
⚠️ If Stripe is not excluded, sessions may split and conversions may be misattributed.
Use Tag Manager events to track
You can also use the Stora-supported Tag Manager events to track booking specific data. Learn more here.