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Google Analytics is Google’s web analytics tool: it shows you how many people visit your pages and which steps they take on the way to a booking. With the Google Ads & Analytics integration, anny loads your Google tag on your public booking pages and reports the most important booking events to your Google Analytics 4 property. Optionally, anny also forwards the same conversions to Google Ads as conversions. With Google Ads & Analytics in anny, you can:
  • Analyze page views and the path from the booking page to completion in Google Analytics
  • Report revenue from completed bookings as a purchase event to Google Analytics
  • Count booking confirmations as Google Ads conversions and attribute them to your campaigns
This is useful when you advertise your booking pages and want to know which channels and campaigns actually lead to bookings.
This integration only appears if marketing integrations are enabled for your account. If it is missing from your Integrations overview, contact the anny team.

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Typical use cases

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How the Google Analytics connection works

There is no sign-in with Google. In anny, you only enter your GA4 measurement ID (format G-XXXXXXXXXX), optionally along with your Google Ads conversion actions. anny stores these identifiers and uses them to load the Google tag in your visitors’ browsers. anny does not get access to your Google account, and no data flows back from Google to anny. Measurement happens exclusively in your visitors’ browsers, and only after their consent:
  • The Google tag is only loaded after visitors accept the Marketing category in the cookie banner. Without consent, anny loads no script from Google and sends no event.
  • The Marketing option only appears in the cookie banner while a tracking integration is active. So when you activate this integration, an additional choice is added to the banner on your booking pages.
  • If someone withdraws marketing consent, anny stops sending further events from that moment on.
  • If someone only consents on the confirmation page, anny sends the booking completion retroactively.
anny reports four events to Google Analytics: page view (page_view), booking added to cart (add_to_cart), checkout started (begin_checkout) and booking completed (purchase). Transferred are the net amount as the value, the tax amount, the currency (default EUR), the order number as the transaction ID and the invoice line items with description, quantity and net unit price. anny sends no names, email addresses, addresses or booking times to Google. When the tag loads, Google itself additionally receives the usual technical data such as IP address, device, browser and page URL.
The value in Google Analytics is the net revenue, the tax is transferred separately. If you expect gross figures, you will therefore see lower revenue in Google than in your anny reports.

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Connect Google Ads & Analytics

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Requirements

Before you set up the integration, make sure you have the following:
  • Admin rights in your anny account and marketing integrations enabled
  • A Google Analytics 4 property with its GA4 measurement ID (format G-XXXXXXXXXX)
  • Optional: a Google Ads account with created conversion actions, each with a Conversion ID and Conversion label
  • An active cookie banner on your booking pages so that visitors can consent to the Marketing category

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Set up the connection

1

Open the integration

From the menu bar, open Integrations and go to Google Ads & Analytics.
2

Enter the measurement ID

In the Google Analytics (GA4) area, enter your GA4 measurement ID in the format G-XXXXXXXXXX. The measurement ID is required; without it the integration cannot be activated.
3

Optional: create conversions

If you also want to count Google Ads conversions, click Add conversion action in the Google Ads Conversion Tracking (optional) area and set the Event type, Conversion ID and Conversion label for each action. You can create several actions, including several for the same Event type.
4

Test and save

Click Test connection and then save. Then activate the integration via the toggle in the top right.
As soon as the integration is active, anny loads the Google tag on your public booking pages and reports booking events to Google as soon as visitors have consented to the Marketing category.
Test connection already reports success as soon as a measurement ID is saved. It does not check whether the measurement ID exists or whether data arrives in Google. You can only see whether events arrive in Google Analytics, for example in the real-time report or in the DebugView.

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Settings & options

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Limitations

The Google Ads & Analytics integration does not support:
  • Server-side measurement: anny sends no data server to server to Google. There are no offline conversions. If the tag is blocked (missing consent, ad blocker, browser protection), the conversion is missing.
  • Measurement in the embedded widget: In embedded widgets, anny does not load a Google tag, because no cookie banner appears there. The widget instead passes the events to the surrounding website, which can process them with its own Google tag (see Advanced widget embedding).
  • Multiple properties: There is exactly one measurement ID field, so only one GA4 property per account.
  • Automatic page views: Google’s automatic page measurement is turned off. anny sends page_view only on the public booking pages, not at every step in the booking flow.
  • Success monitoring in anny: anny only logs when the integration was activated or deactivated. You can only see whether events arrive in Google Analytics.

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Disconnect

If you deactivate the integration, anny removes the Google tag from your public booking pages, and no more events are sent. Deleting removes the stored identifiers. Therefore always deactivate the integration first and only delete it afterwards, so that no tracking remains on your pages.
You can do both under Integrations: deactivate via the toggle in the top right, delete via the three dots → Delete.

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FAQ

There are two reasons for this. First, anny only measures visitors who consented to the Marketing category in the cookie banner. Anyone who declines or blocks the tag (ad blocker, browser protection) does not show up in Google. Second, anny reports the net revenue, while your anny reports also include the tax.
No. There is exactly one field for the GA4 measurement ID, so one property per anny account. Several Google Ads conversion actions, on the other hand, are possible.
No, anny does not load a Google tag there. The widget passes the events to the surrounding website, which can evaluate them with its own Google tag. How this works is described in Advanced widget embedding.
No. You only enter your GA4 measurement ID and optionally your conversion actions. There is no login and no access to your Google account.

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Troubleshooting

Most common cause: the integration is not activated or visitors did not consent to the Marketing category. Check whether the integration’s toggle is active and test it yourself with the cookie banner accepted. Verify arrival in the real-time report or in the DebugView of Google Analytics, not via Test connection.
The fields are locked while the integration is active. Deactivate it first via the toggle, change the GA4 measurement ID or the conversion action, save and reactivate the integration.