How to gain visibility inside the lightframe with a conversion funnel

To enhance your insight into your users’ behavior within the FareHarbor booking flow, we’ve implemented some GA4 events to seamlessly track each stage of the booking journey. Each event tracks a stage of the booking journey within the corresponding FareHarbor Lightframe page.
 

The following GA4 events trigger when users visit the corresponding pages:

• view_item_grid: Corresponds with the browse activities page.
• view_search_by_date: Corresponds with the search by date page.
• view_calendar: Corresponds with the all items calendar page.
• view_calendar_single_item: Corresponds to the calendar view for a single item.
• view_item_description: Corresponds to the item description page. This page in the online booking process provides a description of the item.
• view_book_form: Corresponds to the booking form where users select customer type and quantity.
• add_to_cart: Captures when users add a product to their shopping cart (available only with the shopping cart feature enabled on your FareHarbor Dashboard).
• purchase: Triggers when users complete a purchase and the booking confirmation page appears.

Note: Each event tracks a stage of the booking journey within the corresponding FareHarbor booking flow page. These events trigger when users visit the corresponding pages.

Steps to create the booking funnel in Google Analytics 4

The selection of the appropriate event depends on the specific sequence of steps defined within your website’s booking flow configuration. For example, if the initial action after clicking the Book Now button leads to the item description page, the first event you should utilize is view_item_description. Conversely, if the first step presents a calendar view encompassing all available items, the view_calendar event is the most suitable choice.

It is crucial to align event selection with the specific steps present in your website’s booking flow, following this process until reaching the Complete booking button within the booking flow. Not all events will be applicable to every business. For example, if the Cart functionality is not enabled, then the add_to_cart event is not necessary.

Note: As stated before, the checkout process is different for every website, so you will have to set up the funnel steps specific to your website.

To create a booking funnel in GA4:

1. Go to the Explore workspace of your Google Analytics 4 property.
2. Click on the Blank report.
3. Select the technique Funnel Exploration from the right panel.
4. From the left panel, name your report and change the date range.
5. From the right panel, click on Steps. This is the funnel creation tool. Here, you will follow the steps from your website’s FareHarbor booking flow:
   1. Name Step 1 (This is the initial page opening within the booking flow triggered by a call to action on your website.)
   2. Click on add new condition > Events.
   3. Select the event matching your booking flow’s first page.
   4. Click on Add step and repeat for each of your booking flow pages until Purchase (The last step in the funnel must be the Purchase event).
   5. Click Apply from the top right.
6. Once you have created your booking funnel, you can break it down into different dimensions such as Device category, Channel group, Source/Medium, or Segments.
   1. Click on the + next to Dimensions or Segments in the left panel to Import/Create the dimension or segment.
   2. Drag the dimension to the right panel under Breakdown and drag the segment under segment comparisons.
       
7. Toggle on Make Open Funnel from the right panel for an open funnel.
   1. Open Funnel: allows user entries to be tracked at any stage within the funnel, regardless of their initial entry point. This provides insights into user behavior across all potential entry points and can be helpful for identifying drop-off points throughout the journey.
   2. Closed Funnel: strictly tracks users who enter the funnel from the very first step. Users who enter mid-funnel will not be included in the analysis. This approach is useful when you want to analyze the completion rate for users who follow the intended booking flow from the beginning.

Note: In scenarios where your website’s booking flow utilizes more than one configuration, you can construct multiple booking funnels to capture the distinct user journeys. This situation might arise if, for example, one button triggers a flow opening with the search_by_date event, while another button leads to an initial “view_item_description” event.

To segment your funnel by item, item name, or booking flow follow this link.

This will allow you to measure performance at a granular level and understand which experiences drive the most conversions.