Custom conversion pixel tracking capabilities

Typically, conversion pixels send conversion information through a “thank you” page on a website. This method differs slightly when using FareHarbor. FareHarbor bookings take place on Fareharbor.com via the Lightframe added to your website.

Because bookings are made in the Lightframe, no conversion information can be transferred back onto the site after the booking is completed. In order for conversion pixels to fire and accurately report conversion information, the pixels need to be added to your FareHarbor Dashboard. From there, the pixels will fire on the booking confirmation page within the Lightframe.

Built-in tracking vs. custom code

Conversion pixels can be added in two ways, depending on the type of pixel. For Google Analytics and Meta tracking, your FareHarbor Dashboard has built-in tools that take your tracking ID and implement it throughout the booking process. This allows for more thorough reporting, including tracking the customer’s journey from your website, through the booking process, and to the booking confirmation page.

For all other conversion tracking, your pixels must be added to the Dashboard through custom code. Custom code allows us to add conversion pixels onto only the booking confirmation page, meaning only booking information and no tracking of the customer journey can be reported.

Setting up tracking for Meta and Google Analytics

For information on how to set up your Google Analytics 4 (GA4) tracking, please see our Google Analytics 4 help page. For additional assistance, reach out to FareHarbor Support.

For Meta tracking, send us your pixel ID, access token, and source URL. Please see our Tracking conversions with the Meta (Facebook) Pixel help page for more information.

Setting up custom conversion pixels on FareHarbor

For conversion tracking outside of GA4 and Meta, your conversion scripts should be sent to FareHarbor Support for review. From there, a member of the FareHarbor integration team will configure your pixel with the correct variables, test to ensure it fires, and will add it to your Dashboard.

Note: Please send your complete conversion script. This usually consists of a global tag that initializes the object, and an event snippet that captures the desired information and sends it to your tracking provider.

Trackable values

Property	Use	Value
`booking.pk`	Booking number: unique identifier of booking	integer
`booking.priceInCents`	Subtotal without tax, in cents, like 1390	integer
`booking.priceInDollars`	Subtotal without tax, in dollars, like ‘13.90’	string
`booking.taxInCents`	Just tax, in cents, like 120	integer
`booking.taxInDollars`	Just tax, in dollars, like ‘1.20’	string
`booking.totalInCents`	Price + tax, in cents, like 1510	integer
`booking.totalInDollars`	Price + tax, in dollars, like ‘15.10’	string
`booking.total_in_dollars`	Price + tax, in dollars, like 15.10	integer
`booking.currency`	Currency transacted, like ‘USD’	string
`booking.currencyLowercase`	Currency transacted, like ‘usd’	string
`booking.customerCount`	Total number of customers on this booking	integer
`booking.onlineRef`	The ‘ref’ set on the FareHarbor booking link, if any.	string
`booking.item.pk`	Unique identifier of item.	integer
`booking.item.name`	Name of the item	string
`booking.item.sku`	Short/private name of the item	string
`booking.order.uuid`	Unique identifier for the order, applicable for cart setups only	string
`booking.order.bookingCount`	Total number of bookings in the order, applicable for cart setups only	integer
`booking.company.shortname`	Company’s shortname	string
`booking.company.name`	Company’s name	string
`booking.affiliate.shortname`	Affiliate company’s shortname	string
`booking.affiliate.name`	Affiliate company’s name	string

Current limitations

With the exception of GA4, it is not possible to track the source of bookings made on FareHarbor or activity within the Lightframe until the booking confirmation page. Custom code pixels on the Dashboard will only fire on the booking confirmation page and will not track any info prior to the completed booking. For more information about setting up a funnel within the Lightframe using GA4, see our help page on GA4 events.

Variables in the booking object

We are only able to send info based on what is available through the booking object described above. Customer info such as names and phone numbers cannot be passed as variables through custom code.

Items tracked per booking

Aside from GA4, only one item can be tracked per booking. For cart setups with multiple items being sold at once, the booking object will report on only the first item in the cart. We can report the number of items in the cart through booking.order.bookingCount, but there is no way to pass through an array of all items in the customer’s cart.

Tracking info in UTM parameters or cookies

Some marketing campaigns will try to send information through the booking URL or from a cookie in the browser, into the booking window. Unfortunately, it is not currently possible to send tracking info through UTM Parameters or cookies when done through FareHarbor. However, GA4 has the ability to receive UTM parameters and attribute them to a purchase if one is made.

Thank You page redirects

It is not possible to track or redirect to a client’s Thank You page on their website. All pixels must be added to the Dashboard to function properly.

Detecting pixels with tag trackers or browser extensions

Since the booking confirmation page is within an iframe, the parent page will not register the pixel. This does not mean that the pixel is not working. The pixel, however, can be seen in the elements when inspecting the confirmation page with dev tools.

Frequently asked questions

Can my pixel track activity within the lightframe?

Google analytics can track activity within the Lightframe, although other pixels will only fire on the booking confirmation page, therefore they will not track activity before booking.

What should I send to Fareharbor?

Please send your complete conversion script. This usually consists of a global tag that initializes the object, and an event snippet that captures the desired information and sends it to your tracking provider. Please make sure that booking information intended to be reported is properly noted.

Additional info on common pixels can be found below:

Google ads: See the following help page for instruction on the recommended setup for google ads. Conversion pixels should consist of a global tag and an event snippet.
Google Tag Manager: For accurate tracking, we suggest instead adding each pixel in the Dashboard separately rather than through GTM. Please consult with support if you have other questions.
TikTok: TikTok must be set up using the standard event for PlaceAnOrder or CompletePayment. Currently the event API is not compatible.

I’m not seeing the expected value after having Fareharbor implement my pixel?

If you are not seeing the expected value after your pixel has been added to your FareHarbor Dashboard:

Double-check the pixels you sent to us to ensure it’s correct.
Check that you’ve made online bookings where the pixel should have fired or use a developer tool on a test booking.
Gather information about the pixel issue and send them to the Support team. Your request should include the errors you’re seeing, and what data you expect to see.

Why can’t I add and manage the pixels on my FareHarbor Dashboard?

For security purposes, the ability to add and manage custom code pixels is only available to FareHarbor admins. This is to prevent malicious code from being added.

Where is my pixel firing?

Your tracking pixel is added to the confirmation page of the FareHarbor booking form. Therefore, the pixel(s) fire or are triggered once a booking has been completed.

Why can you not report customer information?

We do not provide customer phone numbers or email addresses due to compliance with data protection laws, including GDPR, which requires explicit consent for data sharing and mandates customer control over personal data. Sharing this data would increase security risks, including potential misuse and unauthorized access. Protecting customer data and ensuring compliance with data privacy standards is a priority for us.

Can you implement Google Tag Manager instead?

For accurate tracking, we suggest instead adding each pixel in the Dashboard separately. If you wish to use Google Tag Manager (GTM) tracking on your website to keep things consolidated, the website GTM and individual pixels on our Dashboard should work in tandem for accurate conversion tracking.

Should the pixel also be on the website?

Your conversion pixels should be on your website as well as the Dashboard to collect website customer activity and conversions taking place in your FareHarbor Dashboard.