Marketing Tag Advanced Matching

It is possible to enabled advanced matching capabilities for Ripe reservations using Google Tag Manager. Advanced matching involves passing customer details to marketing tags to improve customer identification across platforms. This increases conversion attribution beyond the default cookie-based tracking.

The following custom parameters are currently made available by Ripe on the reservation confirmation page:

• Customer name

• Customer email

• Custom phone number

All attributes are trimmed of whitespace and converted to lowercase. The values are NOT hashed. Ensure that your marketing tag will automatically hash the value before transmitting the data, or implement your own hashing function via GTM.

Please note that the phone number is provided as displayed on the confirmation page without a country code prefix. Please ensure the phone number is standardized as required by the specific marketing platform.

Pre-Requisite

A client-owned GTM container deployed on the Ripe sub-domain. Contact a support agent if this step has not yet been completed.

Step 1: Create Data Layer Variables

Create the following data layer variables

Customer Name

Customer Email

Customer Phone Number

Step 2: Create Purchase Trigger

If a purchase conversion trigger has not already been created, then create one as shown below. This trigger will be used for all reservation conversion tags. The trigger executes once upon initial reservation completion.

Step 3: Configure Marketing Tag

Follow instructions for the particular tag that you are implementing. Use the above variables to pass the customer information and apply the 'purchase' trigger.