Convertels
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Convertels Ads

Convertels Ads

An advertising measurement and conversion infrastructure that connects hotel advertising to real booking and contact behaviour.

Convertels Ads measures meaningful conversion signals that occur on a hotel's website and booking journey, and sends them server-side to configured advertising platforms.

By providing conversion feedback to Google Ads and Meta, it enables advertising platforms to evaluate not only website visits but also the more meaningful user actions that take place along the booking journey.

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A hotel digital marketing manager reviewing advertising and conversion data on a laptop in a hotel office

Flow

How does Convertels Ads work?

  1. Hotel website

    Convertels measures user behaviour on the hotel's website and supported booking processes.

  2. Booking journey

    Meaningful stages the user reaches in the booking process, and contact actions, are identified.

  3. Convertels Ads

    Eligible conversion signals are processed for delivery to the advertising platform.

  4. Google Ads / Meta

    Advertising platform

    Conversion data is sent server-side to the configured Google Ads or Meta destination.

Conversion signals

Measured conversion signals

Convertels Ads treats actions that show real progress through the booking journey, or an intent to contact the hotel, as conversion signals.

  • Rate Search

    The user viewing rates or room options.

  • Guest Details

    The user reaching the guest details stage of the booking process.

  • Payment Stage

    The user reaching the payment step.

  • Online Booking

    A booking being successfully completed.

  • WhatsApp Contact

    The user contacting the hotel via WhatsApp.

  • Phone Contact

    The user contacting the hotel by phone.

Platforms

Supported advertising platforms

Google Ads

Convertels Ads can send eligible measured conversion signals server-side to configured conversion goals in Google Ads.

The Google integration uses Google OAuth 2.0 and the Google Data Manager API.

Meta

Convertels Ads can send eligible conversion signals server-side to a configured Meta dataset through the Meta Conversions API.

The goal is to provide advertising platforms with conversion signals that are more meaningful than simple browser-side pageview data.

Meta

Meta Conversions API

Convertels Ads can send eligible measured conversion signals server-side to Meta through the Meta Conversions API.

Conversions are sent to the relevant configured Meta dataset.

This allows meaningful user actions such as:

  • rate search,
  • progress through the booking process,
  • a successful booking,
  • WhatsApp contact,
  • phone contact

to be passed to the advertising platform as conversion signals.

Technology used

  • Meta Conversions API
  • Meta dataset
  • Server-side conversion delivery

Data use and security

How is data used?

Advertising and conversion data processed by Convertels is used solely to provide the relevant Convertels service, to measure advertising performance and to send the necessary conversion signals to configured advertising platforms.

Google API access is used solely to operate the Convertels Ads service provided to the relevant customer and to send conversion data to the relevant Google Ads account.

OAuth authorization information and other sensitive integration information are stored securely.

Short-lived OAuth access tokens are used only for the necessary Google API operations and are not stored as persistent user data.

Data is:

  • not used beyond the scope required to provide the relevant service
  • not sold
  • not shared with unauthorized third parties

Technical role

The role of Convertels

Convertels provides the technical measurement and conversion feedback infrastructure between the conversion signals measured on a hotel's website and booking journey and the advertising platforms.

The job of Convertels Ads is to provide the chain of:

  1. Measurement
  2. Conversion signal
  3. Server-side delivery

It does not replace the advertising platform features of Google Ads or Meta.

The advertising platforms' own account, campaign, budget and policy rules continue to apply.

Transparency and privacy

For more information on Convertels' approach to personal data, integration information and the use of Google APIs, please see the documents below.