Objective:
Cult Booking, a SaaS-based solution providing a booking engine for hotel websites, faced a significant challenge: once users landed on hotel websites, their activity in the embedded booking iframe wasn’t visible in Google Analytics, Google Ads, or other marketing platforms. This resulted in a lack of actionable insights for hotel owners running ads and marketing campaigns. Cult Booking needed a solution to track user interactions within the iframe and send this data to the parent frame, enabling integration with marketing platforms.
Strategy:
To address this challenge, we devised a two-step approach:
- Embed Tracking via Google Tag Manager:
- Implemented a Google Tag Manager (GTM) container for both the parent frame (hotel website) and the child iframe (booking engine).
- Developed a data transport system using
postMessagefunctions to communicate tracked events between the iframe and parent frame.
- Custom Event Tracking:
- Scheduled a consultation with Cult Booking’s CEO to identify 11 critical user interactions to be tracked, including:
- Adult Count
- Booking Price
- Room Availability
- Check-in/Check-out Dates
- Currency Code
- Unique Booking Number
- Created a detailed dataLayer implementation guide with screenshots and instructions to map each event with its dynamic parameters.
- Guided Cult Booking’s development team to implement these custom events.
- Scheduled a consultation with Cult Booking’s CEO to identify 11 critical user interactions to be tracked, including:
- Dynamic Data Sharing:
- Established a seamless connection between GTM containers (parent and child frames) using
postMessagefunctions and listeners to transmit user activity data dynamically.
- Established a seamless connection between GTM containers (parent and child frames) using
Results:
The solution provided Cult Booking with:
- Complete Visibility: Hotel owners could now track user activities within the iframe in real-time and send data to platforms like Google Analytics, Google Ads, and Facebook Ads.
- Seamless Integration: Enabled dynamic data sharing across the parent frame and iframe for 11 key events, including booking authentication, room count, and unique booking numbers.
- Improved Insights: Hotel owners gained actionable insights into user behavior, enabling better ad optimization and more targeted marketing efforts.
- Custom Reporting: Provided flexibility to integrate the collected data with any marketing platform, empowering Cult Booking to deliver a robust solution to its clients.