Travel brand uses advanced GTM features to maximise conversions from acquisition campaigns

Travel brand uses advanced GTM features to maximise conversions from acquisition campaigns


  • Separate logged in and logged out user actions.
  • Track logged out user actions as goal conversions into ad networks such as Google, Bing and Facebook.
  • Leverage these conversions to maximise new user acquisition and improve campaign efficiency.


  • 42% increase in Google Ads Conversion rate.
  • 34% increase in Facebook Ads Conversion rate.


The website My Future Cruise Credit was built to allow people who have had their cruise cancelled due to the pandemic to get professional assistance in managing their credit and maximising its value when they are ready to rebook. The website has a signup process but also a range of contact options such as online chat, a contact form and a click to call section. These can be accessed both by anonymous visitors as well as logged in users managing their future cruise credit.

A range of ad campaigns were created for the website to generate as many new leads and signups as possible. However for the purpose of reporting conversions back to the advertising platforms (eg. Google and Facebook), it was necessary to only count contact actions as conversions when the user was logged out. If someone was logged in this meant they had already signed up earlier and this would be double-counting leads and sending the wrong signal to the ad platforms’ optimisation algorithms.


When a user is logged into the website, their user ID is sent to Google Tag Manager in order to use the Google Analytics UserID reporting feature. However, because of how reusable assets in Google Tag Manager are, it was very easy to detect the presence or absence of a UserID and apply this logic to conversion tracking:

  • For Google Analytics, the user’s login status was sent in to the Event Label and a goal was triggered only if the user was logged out.
  • For Facebook Ads, the pixel Lead event was triggered only if the user was logged out.

“Using Google Tag Manager to streamline more advanced user segmentation is a no-brainer for me,” says Jason Purton, Senior Manager International Marketing & Strategy at Arrivia. “As a company invested in utilising technology and innovation, we have access to a range of developer teams. However they are normally deployed for updates of core functionality to our range of brands. As such, it’s much quicker to deploy advanced cases for tracking in Google Tag Manager. We were able to scale our campaigns to get as many signups as possible without needing to pause the account for a developer cycle.”

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