Marketing
Google Analytics 4
Measure visits and bookings with GA4: tour viewed, checkout started, payment method chosen and booking purchased, with its value. Loads only after visitors accept cookies (Consent Mode v2), and can report purchases from our server so ad blockers and payment redirects don’t lose them.
Who it's for
Why operators use Google Analytics 4
Operators who measure their marketing in Google Analytics 4 and Google Ads.
Highlights
- Tour views, checkout started, payment method chosen and purchase as GA4 events
- Purchase value and currency for revenue reports
- Loads only after the visitor accepts analytics cookies
- No code to paste into your website
Know which marketing brings bookings
Google Analytics 4 tells you where visitors come from; what matters is which of them book. The Google Analytics 4 plugin adds GA4 to your website without pasting code and sends the booking journey as e-commerce events, so your reports and your Google Ads conversions show revenue, not just visits.
Four events are sent: view_item when a tour page is viewed, begin_checkout when checkout starts, add_payment_info when a payment method is chosen (card, bank transfer, pay on arrival or reserve now and pay later), and purchase when the booking is confirmed, with its value, currency and the tours booked.
Consent Mode v2, by default
Everything starts denied. The tag only loads after a visitor accepts analytics cookies in your cookie banner, so your tracking follows each visitor’s choice. Visitors who decline are not tracked.
If you manage tags in Google Tag Manager, enter your container ID instead. Tourtify then loads Tag Manager and pushes the same e-commerce events to its data layer, and you set up your GA4 tags there.
Purchases reported from the server
Browser tracking misses some bookings: ad blockers stop the tag, and payment pages that redirect to a bank or wallet can break the session before the confirmation page loads. You can switch on server-side purchases. Each confirmed booking is then sent to GA4 from Tourtify’s server through the Measurement Protocol, for the same visitor and session, and only for visitors who accepted cookies at checkout.
When this is on, the browser stops sending its own purchase, and GA4 keeps one purchase per transaction ID, so nothing is counted twice. A worked example: a traveller pays a 400 deposit with a wallet that redirects away and never returns to your site. The booking confirms when the payment arrives, and GA4 records a purchase of 400 against the session they came from. Bookings your team makes in the console, or where the visitor declined cookies, are skipped and the reason is logged.
Setting up Google Analytics 4
- 1Find your Measurement ID. In GA4, open Admin › Data streams › your website. It looks like G-XXXXXXXXXX.
- 2Switch on Google Analytics 4. Turn the plugin on and paste the Measurement ID.
- 3Or use Tag Manager. Enter your GTM container ID and set up GA4 tags in Tag Manager.
- 4Add a Measurement Protocol secret (optional). Create one under the data stream’s Measurement Protocol API secrets and paste it.
- 5Switch on server-side purchases (optional). Turn it on so redirected and ad-blocked purchases are still counted.
- 6Check the events. Accept cookies on your website, view a tour and start a checkout, then look for the events in GA4.
Features
What's included, plan by plan
Switch on Google Analytics 4 once. Each part below turns on with the plan that includes it, and you choose which ones to use.
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SEO tools
All plans -
Cookie consent
All plans -
Reports & dashboard
All plans
Settings
What you can set up
Google Analytics 4 works out of the box with sensible defaults. These are the choices you can make, straight from your console.
Google Analytics
- Measurement ID
- Looks like G-XXXXXXXXXX. In GA4: Admin › Data streams › your website.
- Google Tag Manager container (optional)
- Looks like GTM-XXXXXXX. Leave blank to use GA4 directly. With a container, we load Tag Manager instead and push the same e-commerce events to its data layer; set up your GA4 tags there.
Server-side purchases
- Send purchases from our server
- Reports each confirmed booking to GA4 with the Measurement Protocol, for visitors who accepted cookies. The browser then stops sending its own purchase, so nothing is counted twice.
Marketing
How marketing plugins fit in
Marketing plugins help more of the people who visit your site become travellers, and bring past travellers back. They use your real tours and bookings, so campaigns stay accurate without exports.
- 1
Switch it on
Open Plugins in your console and turn it on. No code and nothing to install.
- 2
Make your choices
Adjust the settings to match how your business works, or keep the defaults.
- 3
It works everywhere it should
Your website, checkout, emails and console pick it up straight away.
Related
More marketing integrations
Part of SEO tools, Cookie consent, Reports & dashboard in Tourtify.
Mailchimp & Brevo
Add every traveller and enquiry to your Mailchimp audience or Brevo list, tagged with the tour they booked or asked about, so your newsletters and win-back campaigns reach the right people.
Email automations
Emails that go out by themselves. Abandoned checkout recovery (Starter): up to three follow-ups to travellers who started a booking but didn’t pay, each restoring their cart, with an optional discount on the last one. Your own automations (Growth): a welcome when someone books, a checklist before departure, review requests, balance reminders and win-backs, with your timing, tours and merge tags.
Email campaigns
Send newsletters and offers to your travellers without Mailchimp: a mailing list built from your bookings, enquiries and website sign-ups with a consent record for each person, audience segments, a drag-free block editor with your tours and live prices, scheduling, and reports down to the bookings each campaign brought in.
Meta Pixel
Measure and optimise Facebook & Instagram ads: tour views, checkouts started, payment info added and bookings, with their value. Loads only after visitors accept cookies; the Conversions API also reports each booking from our server, deduplicated with the Pixel.
FAQ
Google Analytics 4: questions
Do I need to edit my website’s code?
No. Enter your Measurement ID and the tag and events are added for you.
Is anything tracked before visitors accept cookies?
No. The tag loads only after a visitor accepts analytics cookies.
Will purchases be counted twice with server-side purchases?
No. The browser stops sending its own purchase, and GA4 keeps one purchase per transaction ID.
Can I import the purchases into Google Ads?
Yes. The purchase event carries value and currency, so it can be used as a conversion in Google Ads.
Which plans include Google Analytics 4?
Google Analytics 4 is available on All plans, at no extra cost.
How do I switch on Google Analytics 4?
In your Tourtify console, open Plugins, find it in the list and switch it on. Its settings open straight away, and you can switch it off again at any time.
Do I need a developer?
No. Plugins are built into Tourtify and set up from the console. Where an outside account is involved, such as a payment provider, you connect it by entering your account details.
Does Google Analytics 4 work with my other plugins?
Yes. Every plugin is built and maintained by Tourtify, so they work together: discounts, deposits, vouchers and fees all add up correctly at checkout.
Start selling tours direct
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