Google Analytics Integration

Google Analytics helps you understand how visitors find and interact with your website. By connecting it to Launchpad, you can track the complete customer journey from first visit to completed booking.

Why use Google Analytics?

Understanding your website traffic helps you:

See where visitors come from — search engines, social media, or referrals
Track booking conversions — which marketing efforts drive bookings
Understand behaviour — what pages visitors view, how long they stay
Measure campaigns — see ROI on advertising spend
Identify opportunities — find pages that need improvement

Before you start

You'll need:

A Google Analytics 4 (GA4) account
Your GA4 Measurement ID (starts with "G-")
Owner or admin access in Launchpad
Access to your website code (if using external booking widgets)

If you're using the older Universal Analytics (UA-), you'll need to upgrade to GA4.

Setting up Google Analytics

If you already have GA4

Go to your Google Analytics account
Navigate to Admin > Data Streams
Click on your web stream
Copy your Measurement ID (e.g., G-ABC123XYZ)

If you need to create GA4

Go to Google Analytics
Click Start measuring
Create an account and property
Add a data stream for your website
Copy your Measurement ID

Connecting Google Analytics to Launchpad

Go to Settings from the main menu
Click Integrations
Find Google Analytics in the Marketing section
Click Configure
Enter your GA4 Measurement ID
Click Save

Launchpad will now send tracking data to your Google Analytics account.

What gets tracked

Automatic tracking

Launchpad automatically tracks:

Page views — every page visited on your Launchpad-hosted pages
Booking widget views — when someone opens a booking form
Booking started — when a customer begins a booking
Booking completed — successful booking conversions
Payment events — payment initiation and completion

Event parameters

Each event includes useful data:

Product name
Booking value
Customer type (new or returning)
Device type
Traffic source

Understanding your reports

Real-time

See live activity on your site:

In GA4, go to Reports > Real-time
View current visitors and their activity
Useful for testing your setup

Acquisition

Understand where visitors come from:

Go to Reports > Acquisition > Traffic acquisition
See channels: Organic Search, Social, Direct, Referral
Identify your best marketing channels

Engagement

See how visitors interact with your site:

Go to Reports > Engagement > Pages and screens
View most popular pages
Check average engagement time

Conversions

Track booking completions:

Go to Reports > Engagement > Conversions
See how many visitors complete bookings
Calculate your conversion rate

Setting up conversion tracking

Mark booking completions as conversions in GA4:

In GA4, go to Admin > Conversions
Click New conversion event
Enter event name: booking_complete
Save

Now booking completions are highlighted in your reports.

Creating custom audiences

Build audiences based on behaviour:

Visitors who didn't book

Go to Admin > Audiences
Create new audience
Include: Page view on booking widget
Exclude: Booking completed
Use for remarketing campaigns

High-value customers

Create audience with purchase value conditions
Target with premium offers
Use with Google Ads for similar audiences

Connecting with Google Ads

Link GA4 to Google Ads for better advertising:

In GA4, go to Admin > Google Ads Links
Link your Google Ads account
Import conversions to optimise campaigns
Create remarketing audiences

Using UTM parameters

Track specific campaigns with UTM parameters:

Structure

Add parameters to your URLs:

yoursite.com/book?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale

Parameters

utm_source — where traffic comes from (facebook, google, newsletter)
utm_medium — marketing medium (social, email, cpc)
utm_campaign — specific campaign name

Example URLs

Campaign	URL Addition
Facebook ad	`?utm_source=facebook&utm_medium=paid&utm_campaign=winter2024`
Email newsletter	`?utm_source=newsletter&utm_medium=email&utm_campaign=monthly`
Google Ads	Auto-tagged if linked

Troubleshooting

No data appearing

Verify your Measurement ID is correct
Check the integration is enabled in Launchpad
Wait 24-48 hours for data to appear in reports
Use Real-time reports to test immediately

Incorrect conversion tracking

Check conversion events are marked in GA4
Verify event names match exactly
Test a booking and check real-time events
Review your event parameters

Missing traffic sources

Ensure UTM parameters are used correctly
Check for URL redirects that strip parameters
Verify referral exclusions aren't blocking sources
Review your acquisition reports timeline

Duplicate tracking

Check GA4 isn't installed multiple times
Verify you have only one Measurement ID
Review your website code for conflicts
Check tag management settings

Best practices

Set up conversions first — track what matters most
Use UTM consistently — standardise your naming
Check data regularly — catch issues early
Create custom reports — focus on your key metrics
Link Google Ads — improve advertising performance

Privacy considerations

When using Google Analytics:

Cookie consent — may need to ask visitors for consent
Data retention — configure how long data is stored
IP anonymisation — enabled by default in GA4
Privacy policy — update to mention analytics tracking

Consult your privacy policy and local regulations.

Advanced features

Enhanced measurement

GA4 automatically tracks:

Scroll depth
Outbound clicks
Site search
Video engagement
File downloads

Enable or disable in Admin > Data Streams > Enhanced measurement.

Custom dimensions

Track additional data:

Customer type
Product category
Booking type
Location

Set up in Admin > Custom definitions.

Data-driven decisions lead to better marketing — Google Analytics shows you what's working and what needs attention.