What Tour Booking Platforms Are Doing About Facebook Ads and iOS 14

 
Brian Nicholson

Facebook was forced to make significant adjustments to their advertising platform following Apple’s 2021 move to give consumers more control over their privacy.

One of the significant changes is that you now must send conversion data to Facebook from your own domain. That means that even if your booking platform supports conversion tracking, as nearly all of them do, that’s not enough. Because it cannot be the booking platform’s domain (e.g., fareharbor.com) that sends the conversion to Facebook; it must be your own website domain.

Conversion Tracking Support (From Your Domain) By Booking Platform

We reached out to several booking platforms, and have worked on conversion tracking for several clients. Support for client-domain conversion tracking falls into a few categories:

🟢 Full support. The booking engine handles this for you.

🟡 Partial support. In most cases, this means that it’s technically possible to redirect customers to a custom confirmation page after booking, and fire your own conversion tracking from there. This typically requires a developer or technical marketer to implement.

🔴 No known support.

PlatformSupportNotes
Bookeo🟡 Custom confirmation pageSome technical knowledge needed. Bookeo also says that their own Google Analytics ecommerce tracking will likely break if you do this, so you may need to implement that yourself as well. Instructions
Checkfront🟡 Custom confirmation pageSome technical knowledge needed. Instructions
EzTix🔴 No known support.EzTix did not respond to our May 2021 email about this issue.
FareHarbor🟢 Full support.FareHarbor allows you to submit your website URL, pixel ID, and Access Token, and their development team fires the event from your domain via the Conversions API.
The Flybook🟡 Custom confirmation pageSome technical knowledge needed. Separate confirmation pages are required for bookings and gift card transactions.
Peek Pro🔴 No known support.Peek Pro responded to us in May 2021 indicating that they were chatting internally about this issue.
Rezdy🔴 No known support.No support as of September 2021.
Ventrata🟡 Custom confirmation pageSome technical knowledge needed. Requires a little more technical work than some other solutions such as Checkfront and The Flybook that officially support custom confirmation pages.
Xola 🟢 Full support. Xola fires conversions from a client domain (browser-based), and if the Facebook access token is added (Marketing > Conversion Tracking > Facebook), Xola will use the Conversions API as well (server-based).

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About The Author

Brian Nicholson

Brian is a partner at Blend Marketing. He focuses on brand strategy, positioning, and analytics for the tourism industry.

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About The Author

Brian Nicholson

Brian is a partner at Blend Marketing. He focuses on brand strategy, positioning, and analytics for the tourism industry.