The Challenge:
Our client, Cult Booking, provides a powerful SaaS-based booking engine for hotel websites. But there was a big problem: once guests entered the booking iframe, hotel owners were left completely in the dark.
They couldn’t see what people were doing; Were guests checking room availability? Dropping off after seeing the price? Completing bookings? Nothing was visible in Google Analytics, Google Ads, or Facebook Ads.
For hotel owners running paid campaigns, this lack of insight was frustrating. They were spending money on ads but had no way to understand or improve the guest booking journey. Cult Booking needed a way to give their clients back the visibility they were missing.
How We Managed It:
We worked hand-in-hand with Cult Booking to shine a light on the entire booking process. Here’s how we did it:
- Built a Dual GTM Setup
- Deployed Google Tag Manager (GTM) on both the hotel’s main website (parent frame) and the booking iframe.
- Designed a data transport system using postMessage functions so the two frames could “talk” to each other.
- Identified & Tracked 11 Critical Events
- In collaboration with Cult Booking’s CEO, we listed the most important actions that needed tracking, including:
- Number of Adults Selected
- Booking Price
- Room Availability
- Check-in / Check-out Dates
- Currency Code
- Unique Booking Number
2. In total, 11 key booking events were mapped out.
3. To make implementation smooth, we also prepared a dataLayer guide with screenshots and clear instructions for their development team.
- Enabled Dynamic Data Sharing
Connected GTM in both frames so event data flowed seamlessly into Google Analytics, Google Ads, and Facebook Ads.
The Results:
The outcome was a complete turnaround for Cult Booking and its hotel clients:
- Complete Visibility Restored – For the first time, hotel owners could see guest interactions inside the booking engine in real-time.
- 11 Critical Booking Events Tracked – Every step, from room availability checks to final booking confirmations, is now measurable.
- Smarter Ad Optimization – With clean data flowing into GA4, Google Ads, and Facebook Ads, hotels can fine-tune their campaigns, cut wasted spend, and target the right guests.
- Flexible Reporting – Hotels can integrate this data into any reporting system, giving them the freedom to analyze performance in the way that works best for them.
In a Nutshell:
Cult Booking’s challenge was blind spots in tracking hotel owners who couldn’t see what users were doing inside the booking engine. We solved this by implementing custom tracking for 11 critical booking interactions and connecting them with analytics and ad platforms.
Here’s what changed:
- Full Visibility – Complete tracking of user actions inside the booking iframe.
- 11 Key Events Captured – Including room availability, booking price, check-in/check-out dates, and unique booking ID.
- Seamless Integration – Data now flows into Google Analytics, Google Ads, and Facebook Ads.
- Actionable Insights – Hotel owners can now optimize ads, refine targeting, and boost bookings with real data.
