TripWorks tracks where each booking came from — automatically. When a visitor lands on your site and books, TripWorks captures the marketing context and records it right on the booking, so your reports show which channels, campaigns, and ads actually produce revenue. There's nothing to switch on.
In this article
What TripWorks captures
As a visitor browses and books, TripWorks remembers their journey and stamps the booking with:
- Landing URL and referrer — where they arrived from.
-
UTM parameters —
utm_source,utm_medium,utm_campaign,utm_term,utm_content. -
Ad click IDs — Google (
gclid), Microsoft (msclid), Facebook (fbclid), and TikTok (ttclid). - Source, campaign, ad group, keyword, device, and ad position — parsed from the above.
Because it's based on the visitor's landing visit, attribution survives the trip through your booking widget and ties the completed booking back to the campaign that started it.
How the source is decided
TripWorks resolves each booking's source from the UTM source and click IDs against your Trip Sources (for example, Google, Facebook, TikTok, email). A gclid maps the booking to Google, an fbclid to Facebook, and so on. Bookings with no marketing context — or placed by staff — are recorded as an unknown/direct source, so paid and organic stay distinct.
Where you see it
Attribution appears on each trip and in your marketing reports, so you can slice bookings and revenue by source and campaign. TripWorks also pushes booking events to your page's dataLayer for your own Google Tag Manager setup.
Frequently asked questions
Do I need to tag my links for this to work?
Basic source, referrer, and ad-click tracking is automatic. Adding UTM parameters to your own campaign links makes campaign and content reporting much richer.
Why do some bookings show as unknown or direct?
When there's no marketing context on the visit (a direct visit, or a booking placed by staff), TripWorks records it as unknown/direct so it doesn't inflate a paid channel.
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