Tracking user behaviour is crucial for marketing purposes as well as optimization purposes. TripBuilder supports the integration of Google Analytics 4 (GA4), Universal Analytics (UA), Google Tag Manager (GTM), or other analytics scripts.

We highly recommend using Tag Manager associated with a GA4 property to get the most out of your data.

Please note:

Google Universal Analytics is being replaced by Google Analytics 4 on July 1, 2023. From this date, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you make the switch as soon as possible.

For more information, visit the official Google Analytics page

Script Inserts

Whether you'd like to use GA4 directly, or configure the GTM scripts and then load your GA4 via the GTM, is up to you. All that is needed for the configuration in TripBuilder is the scripts provided by Google.

  1. Go to Settings > Select the Distribution Channel you want to track and click on 3rd-Party Integrations. 
  2. You have 4 fields where you can insert the tracking tools scripts. Usually, the tracking tools tell you where to insert the scripts:
    • Header Begin
    • Header End
    • Body Begin
    • Body End
  3. Copy and paste the scripts from your tracking tool where they suggest. For example, GTM asks to be inserted in the Header Begin, and the Body Begin:


Hit Save. Confirm on your tracking tool if data is being received 24 hours later.


Google Tag Manager Specifics

If you're using Google Tag Manager and Google Analytics 4 to track your application usage, we will create some articles to help you optimize the data you collect. 


Creating a Booking Funnel How to Create a Basic Funnel Tracking using Google Analytics 4 and Tag Manager


Booking Conversion Event

For GTM, TripBuilder has a built-in dataLayer.push on the booking confirmation page (last page of the checkout). The event needs to be explicitly enabled within TripBuilder and, by default, contains the following information:

  • Booking ID
  • Template ID
  • Module IDs
  • Template name
  • Number of PAX
  • Package sales price


dataLayer = [
"event": "conversion",
"conversion": {
"transaction_id": "04sjd54xte8m",
"template_id": "t1234567",
"template_name": "Grand Tour of Europe",
"module_ids": [
"pax": 2,
"total_price": {
"amount": 3000,
"currency": "EUR"


You can use this information when setting up your Events to GA4 using GTM. For example, when sending a purchase event, you can create custom parameters using the information of the dataLayer.

To enable this, go to Settings > Select the Distribution Channel you want to track and click on 3rd-Party Integrations > Providers of non-Bookable Content and Enable Google Tag Manager:




Frequently Asked Questions

What parts of the application will be tracked?

The configured scripts are loaded on all pages related to consumers, travel agencies, and Cockpit.


Is UA supported?

You are free to load that version of UA via the script inserts. However, please note that UA will end on July 23rd, 2023.


Can we use MixPanel, Adobe Analytics, Hotjar, or another analytics service? 

Yes, that is up to you. Thanks to the generic script inserts, you define what is loaded on all the pages.


Can we insert a conversion pixel on a specific page?

Not directly with Nezasa's configuration, no. However, tools like GTM provide such features, e.g., firing an event that can be an HTML code on a specific page. 


How are UTM parameters stored?

We read the following UTM parameters as part of our analytics filter, which is triggered on each incoming request and stored in our database. This is currently stored in our database and, therefore, not accessible:

  • utm_source
  • utm_medium
  • utm_campaign
  • utm_term
  • utm_content


The calls are grouped by the user's session id (this is maintained in the cookie across requests). So depending on how the calls are made, it might not always be the case that the calls are linked to the same itinerary.



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