S2S Conversion Tracking

Thank you for your interest in sharing conversion data with TripAdvisor. This new method, which uses server to server (S2S) requests, is replacing the legacy TripConnect Pixel. By implementing S2S conversion tracking, you will be generating great value by:

  • Providing your partners a better view on their general performance on TripAdvisor 
  • Enabling your partners to better understand the return on investment for each of their subscriptions and make budget decisions accordingly
  • Becoming eligible to participate in future referral programs from TripAdvisor

Before implementing S2S conversion tracking, you should carefully review this policy. By implementing  S2S conversion tracking, you agree that you will comply with all applicable data protection laws. You should maintain and publish an adequate privacy policy on your website that complies with applicable laws. It should also explain: (i) what information you collect; (ii) why you collect it; (iii) how you use the information; and (iv) how users can access and update information. The privacy policy shall also disclose to end users that you allow 3rd parties, including TripAdvisor, to use technologies to collect information in an anonymous form. To the extent necessary, you may also have to obtain consent from your end users for the use of technologies on your website.  

Implementation Steps

  1. Reach out to connect@tripadvisor.com to:
    1. Indicate that you’re ready to implement S2S conversion tracking 
    2. Include the referer/referrer that you will use in your implementation
  2. You will receive a response from connect@tripadvisor.com with:
    1. Confirmation that the referer/referrer that you provided has been whitelisted
    2. A pixel ID that you will need to include in each of the GET requests
    3. Your partner name (starts with SSC_)
    4. Sample URLs with RefIDs appended for you to test
  3. Respond to connect@tripadvisor.com with:
    1. Confirmation that TripAdvisor can append RefIDs to your URLs
    2. Confirmation that the S2S conversion tracking as been implemented
  4. Work with connect@tripadvisor.com to ensure that the S2S conversion tracking is working as intended.

Implementation Instructions

This document defines the process for tracking conversions using a Server to Server (S2S) request to TripAdvisor’s endpoint. Please send all conversions, even if it does not have a RefID. Each page view and conversion should be sent as a GET request to the tracking URL: 

https://www.tamgrt.com/RT

The request should include the following parameters: 

Variable

Value

Required?

Notes

Description

id

id

Yes

Fixed

TripAdvisor assigned pixel ID, provided by TripAdvisor at the time of implementation.

partner 

Partner Name 

Yes

Fixed

Partner name (for validation). This value will be provided by TripAdvisor and will be the same for all requests for a given partner. With few exceptions, the partner name will be identical to the TripAdvisor provider name used for bidding.

refid

TA Unique ID

Yes

Dynamic

A 24-character mixed-case string with alphanumeric characters and special characters like % or - or @. String must be identical to the Click ID in the referring click from TripAdvisor that generated this booking and included in the original URL from TripAdvisor. It is up to the partner to capture the Click ID from the URL, appropriately store it in their system for 30 days, and finally include it in GET request. 

event

PAGEVIEW and/or BOOKING_CONFIRMATION

Yes

Fixed

Indicates the event type.  PAGEVIEW is defined as when the user viewed the booking page and BOOKING_CONFIRMATION is defined when the user completed the booking flow. Please send both.

gbv

Gross Booking Value

Yes

Dynamic

Gross Booking Value of the booking – the total transaction value for the full length of stay, including all nights, all rooms, all guests, and all taxes and fees. We prefer to receive this value in the original booking currency seen by the site user. The formatting of this value needs to be consistent across all bookings and sent without decimals. For USD, EUR, CAD, AUD the value should be in cents. For GBP, the value should be in pence. For JPY and other indivisible currencies, the value should be in Yen times 100 (for example, a booking for 10000 JPY formatted as 1000000). For all other currencies, please work with TripAdvisor to identify the appropriate denomination. 

bbv

Base Booking Value (GBV excluding taxes and fees)

No

Dynamic

Base Booking Value – The Gross Booking Value as described above excluding all taxes and fees. The formatting guidelines described for Gross Booking Value will also apply to Base Booking Value. 

currency

Currency Code

Yes

Dynamic

Must be a 3-digit IS currency code (values can be found on http://en.wikipedia.org/wiki/ISO_4217) 

order_id

Order ID

Yes

Dynamic

An alphanumeric string that uniquely identifies this transaction. This value should be generated by you and is only used in deduplication of requests. 

tax

Tax

Yes

Dynamic

Tax paid at the time of booking in cents

fees

Fees

Yes

Dynamic

Fees paid at time of booking in cents

startDate

Start Date

Yes

Dynamic

The check-in date of the traveler.

The date will be in the form YYYY-MM-DD.

For example, '2020-09-17'

endDate

End Date

Yes

Dynamic

The check-out date of the traveler.

The date will be in the form YYYY-MM-DD.

For example, '2020-09-18'

numAdults

Number of Adults

Yes

Dynamic

The number of adults traveling

 

Example: 

https://www.tamgrt.com/RT?id=123456789&partner=TravelCo&refid=WpRXtgokKD0AACh2EkUAAACD &event=BOOKING_CONFIRMATION&gbv=25000&bbv=22500&currency=USD&order_id=12345

In addition, the referrer in the headers must be set to a value that TripAdvisor has whitelisted.  Please provide the referrer at the time of implementation so it can be whitelisted. Please see example below:

Example of referrer in the headers

Receiving the RefID

TripAdvisor will send you the RefID for a click by appending a “refid” parameter to the referring URL.

For example if the current URL for a click to your site looks like

https://www.example.com/hotel?hotelCode=12345

the URL with refid would look like

https://www.example.com/hotel?hotelCode=12345&refid=XXaosX8AAQEAACErDicAAAAD

We expect your site to store the RefID so that it can be returned as part of the conversion tracking request. The normal expected behavior is that:

  • You store the RefID for 30 days from when the click happened.
  • If a subsequent click is received from TripAdvisor for a user with a RefID, you replace the stored RefID with the subsequent one. I.e. always store the last RefID received for that user.

FAQ

How does TripAdvisor interpret a BOOKING_CONFIRMATION event that doesn’t include the RefID?

If we receive a BOOKING_CONFIRMATION event and a valid RefID is not present, we assume that the conversion that took place on your site was not a direct referral from TripAdvisor Ad Products (Meta, Sponsored Placements, Business Advantage, etc.), however the booking may have been influenced by a TripAdvisor Ad Product.

How long will it take to implement the S2S conversion tracking?

Based on feedback from partners who participated in the pilot, it is estimated to take 2 days to implement.