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

Script Inserts

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


Generally, the following insert locations are available:

  • Beginning of the HTML tag
  • End of the HTML tag
  • Beginning of the HTML tag
  • End of the HTML tag

Please Note

This can be configured for each of your distribution channels individually. The configuration has to be done by Nezasa currently, but shall be exposed in settings UI soon. 



Google Tag Manager Specifics

Booking Conversion Event

For GTM, TripBuilder has a built-in conversion event (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"

Frequently Asked Questions

What parts of the application will be tracked?

The configured scripts are loaded on all pages related to consumers or travel agencies:

    • Discovery
    • Planner
    • Checkout
    • and for agencies additionally the login pages as well as the agency dashboard

Is GAv4 supported?

There are generally no reasons that speak against GAv4. You are free to load that version of GA via the script inserts. However, please note that the default dataLayer push above is not aligned with the new GAv4 purchase event. 

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 on a certain page. 

How are UTM parameters stored?

We read out the following UTM parameters as part of our analytics filter which is triggered on each incoming request and are stored in our database. 

  • utm_source
  • utm_medium
  • utm_campaign
  • utm_term
  • utm_content

Note: The calls are grouped together 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 up to the same itinerary.



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