See Which Ads Sell Your Gift Vouchers
You can now connect your voucher checkout to Google Tag Manager and Google Ads. Each voucher sale then counts as a conversion, which is Google’s word for a sale or sign-up that came from an ad, and you can see which campaigns brought it in.
With Christmas a few weeks away, that means you can see which ads are selling vouchers while there is still time to act on it.
Why are my voucher sales missing from Google Ads?
Your voucher sales happen on our checkout, not on your own website. So if you advertise on Google, your ad reports have probably been missing them, because Google could see the click but not the sale. Now each purchase is reported back to Google with its value, so your reports show what your ads actually earned.
What this means for your venue
See your real return on ad spend. Return on ad spend is how much you earn for each dollar you put into ads. Google Ads now sees the actual dollar value of each voucher sale, not just a click.
Get better results from Smart Bidding. Smart Bidding is Google’s automatic bidding, where it decides how much to pay for each ad. With your sales data, Google can aim your ads at people likely to buy, which tends to bring down the cost of each sale.
Compare your channels fairly. You can add campaign tags to your links, known as UTM parameters, which are short labels on the end of a link that say where it was shared. These tags are recorded with each sale, so you can compare each channel, from an email to a Google ad, on equal terms.
Plan your busy periods. At Christmas or Mother’s Day, you can see which campaigns are working and move your budget to them.
How do I track voucher sales in Google Ads?
Add your Google Tag Manager ID in your voucher settings. Each completed voucher purchase is then sent to Google with its value, and your ads person can use it to count a conversion in Google Ads. If the checkout sits inside your own website, it works without any setup on our side.
How it works
This part is for whoever looks after your website or your ads, so pass it on to them. How you set it up depends on where customers buy your vouchers.
If customers buy from your Appropo voucher page, add your Google Tag Manager ID under Settings > Tracking on the voucher dashboard. Your container loads on the checkout and confirmation pages. Each completed purchase sends a standard GA4 purchase event, the usual “someone bought something” message Google Analytics expects, with the purchase reference, total and currency. Use it to trigger your Google Ads conversion tag.
If the checkout is embedded in your own website using the Embed URL, there is nothing to set up on our side. The purchase event is sent to the tag manager on your own website. Ad click IDs and campaign tags are passed through from your site, even if the visitor clicked the ad on a different page. If your site uses gtag.js rather than Tag Manager, copy the short snippet on the Tracking tab.
Get ready for Christmas
If you already sell Appropo Gift Vouchers, go to Settings > Tracking to get started. Setting it up now means your December campaigns are measured from the first sale.
Planning your Christmas vouchers? Read our guide to the new three-year rule as well.
Get in touch if you would like help with tracking, or if you would like to start selling vouchers with Appropo.