purchase

A user completes a purchase.

Status: Active

Triggered when a user confirms a booking.

GA4 docs: https://developers.google.com/analytics/devguides/collection/ga4/reference/events?client_type=gtag#purchase

transaction_id uses the booking number in PMS (non-PII).
customer_type is derived from prior bookings in the last 540 days when a contact is known.

Additional booking metadata can be included at the top level under booking (booking.status reflects the booking state).

Affiliate payouts should generally use booking.base_rent_total to exclude upgrades and deposits.

If marketing consent is granted, include user_data with hashed identifiers.

No address fields are sent.

Fields marked as Deprecated are kept for compatibility with the existing legacy payment event. They will be removed in a future incremental cleanup.

Sample data layer snippet

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object. 
 dataLayer.push({
  "event": "purchase",
  "ecommerce": {
    "transaction_id": "ORDER-123",
    "currency": "EUR",
    "value": 350.0,
    "customer_type": "new",
    "coupon": "SUMMER10",
    "rent_amount": 350.0,
    "rent_amount_ex_vat": 35.0,
    "booking_window": 7,
    "first_start_date": "2026-02-20",
    "last_end_date": "2026-02-22",
    "items": [
      {
        "item_id": "123123",
        "item_name": "4-Person Luxury Villa",
        "item_brand": "Administration Name",
        "item_category": "Accommodation",
        "item_category2": "house",
        "item_variant": "single_night",
        "item_list_id": "checkout",
        "item_list_name": "Checkout",
        "item_country": "Netherlands",
        "item_region": "Twente",
        "item_city": "Enschede",
        "administration_id": 321321,
        "administration_name": "Administration Name",
        "price": 350.0,
        "quantity": 1,
        "discount": 25.0,
        "coupon": "SUMMER10",
        "index": 1,
        "start_date": "2026-02-20",
        "end_date": "2026-02-22",
        "google_business_vertical": "hotel_rental"
      }
    ]
  },
  "booking": {
    "status": "booked",
    "final": true,
    "guest_group": {
      "seniors": 0,
      "adults": 2,
      "adolescents": 0,
      "children": 1,
      "babies": 0,
      "pets": 0,
      "total": 3
    },
    "currency": "EUR",
    "total": 350,
    "base_rent_total": 350,
    "upgrade_total": 0,
    "preference_total": 0,
    "deposit_total": 0,
    "deferred_deposit_total": 0,
    "security_deposit_total": 0,
    "tourist_taxes_total": 0,
    "vat_total": 50
  },
  "user_data": {
    "sha256_email_address": "...",
    "sha256_phone_number": "..."
  }
});

We do not auto-clear booking. If you map booking outside booking events, clear it manually with dataLayer.push({ booking: null }).

Top-level objects

Parameter	Sample	Presence	Description
`ecommerce`	`{...} (see below)`	always	Ecommerce payload wrapper for GA4 events.
`booking`	`{...} (see below)`	always	Booking object. Source: Booking object. booking.status/final/guest_group plus booking totals fields are populated for checkout portal purchase/lead events.
`user_data`	`{...} (see below)`	if available	Hashed user-provided data for Google tags. Source: Hashed email/phone from booking contact, sent only with marketing consent.

`ecommerce`

Ecommerce payload wrapper for GA4 events.

Field	Sample	Presence	Description
`transaction_id`	`ORDER-123`	always	Unique transaction ID. Source: Booking reference/number.
`currency`	`EUR`	always	Currency of the items associated with the event, in 3-letter ISO 4217 format. Source: Currency used for totals/items (booking/order/reservation currency; availability/property search uses the active site currency).
`value`	`350.0`	always	Total value of the purchase. Source: Total order/booking value or sum of item prices.
`customer_type`	`new`	if available	Whether the customer is new or returning ("new" or "returning"). PMS uses a 540-day lookback window. Source: New vs returning based on booking history within 540 days.
`coupon`	`SUMMER10`	if available	Coupon code applied to the purchase. Source: Applied coupon codes for the booking/reservation, comma-separated when multiple.
`rent_amount`	`350.0`	if available	Deprecated: legacy compatibility field; removal will be handled in a future incremental cleanup.
`rent_amount_ex_vat`	`35.0`	if available	Deprecated: legacy compatibility field; removal will be handled in a future incremental cleanup.
`booking_window`	`7`	if available	Deprecated: legacy compatibility field; removal will be handled in a future incremental cleanup.
`first_start_date`	`2026-02-20`	if available	Deprecated: legacy compatibility field; removal will be handled in a future incremental cleanup.
`last_end_date`	`2026-02-22`	if available	Deprecated: legacy compatibility field; removal will be handled in a future incremental cleanup.
`items[]`	`[...] (see below)`	always	Items array for the ecommerce payload.

`ecommerce.items[]`

Items array for the ecommerce payload.

Field	Sample	Presence	Description
`item_id`	`123123`	always	ID of the item. Combine with item_category and item_category2. Source: rentable type id (Accommodation), cost id (Upgrade, Preference), bundle id (Package), or amenity id (Preference with Amenity item_category2). Availability/property search: category or property id. Notes: Legacy checkout portal used prefixed ids (A/C/P).
`item_name`	`4-Person Luxury Villa`	always	The name of the item. Source: rentable type id (Accommodation), cost id (Upgrade, Preference), bundle id (Package), or amenity id (Preference with Amenity item_category2). Availability/property search: localized category/property name.
`item_brand`	`Administration Name`	if available	The localized name of the site. Source: Checkout portal: administration name. Availability/property search: site/brand name shown on the website (can differ from the administration name).
`item_category`	`Accommodation`	always	Top-level item type. `Accommodation` `Upgrade` `Preference` `Package` Source: Checkout portal: `Accommodation` for rentable types, `Upgrade` for extras, `Preference` for amenities/preferences, `Package` for bundles. Availability/property search: `Accommodation`.
`item_category2`	`house`	if available	Semantic segment for accommodations or sub-bucket for extras. Accommodation: `house` `pitch` `room` `berth` `apartment` `other` Extras: `Amenity` `Upgrade` `Package` Source: Checkout portal: accommodation semantic segment or extras bucket. Availability/property search: accommodation semantic segment.
`item_category3`		if available	PMS extra type for extras only. `tourist_taxes` `cleaning` `parking` Source: Checkout portal extras only: cost extra_type. Not set for accommodations, packages, or availability/property search.
`item_variant`	`single_night`	if available	Stay duration category for the accommodation. `single_night` - 1 night `weekend` - 2-3 nights incl weekend `midweek` - 2-4 nights without weekend `week` - 6-8 nights or 5 nights incl weekend `extended_stay` - 9-13 nights `long_stay` - 14+ nights Source: Checkout portal accommodations and CMS availability items; derived from arrival/departure.
`item_list_id`	`checkout`	if available	ID of the list where the item is shown. Source: Availability/property search list id (availability_search/property_search). Cart/checkout events may supply list id like Cart or Checkout.
`item_list_name`	`Checkout`	if available	Name of the list where the item is shown. Source: Availability/property search list name (Availability search/Property search). Cart/checkout events may supply list name like Cart or Checkout.
`item_country`	`Netherlands`	if available	The country where the administration is located. Source: Administration country from BEX (shared across checkout portal and availability/property search).
`item_region`	`Twente`	if available	The region where the administration is located. Source: Administration region from BEX (shared across checkout portal and availability/property search).
`item_city`	`Enschede`	if available	The city where the administration is located. Source: Administration city from BEX (shared across checkout portal and availability/property search).
`administration_id`	`321321`	if available	The ID of the administration in BEX PMS. Source: Checkout portal: BEX administration id. Availability/property search: the same BEX administration id (Booking Experts administration mapping). Notes: Renamed from park_id in legacy checkout payloads.
`administration_name`	`Administration Name`	if available	The name of the administration in BEX PMS. Source: Checkout portal: BEX administration name. Availability/property search: the same BEX administration name (Booking Experts administration mapping). Notes: Renamed from park_name in legacy checkout payloads.
`price`	`350.0`	if available	Price for the item line (stay total for accommodation). Source: Availability/property search: price for the stay. Checkout portal: order item unit price; accommodation uses stay total derived from booking total minus upgrades.
`quantity`	`1`	if available	Quantity of the item. Source: Order item quantity; otherwise 1.
`discount`	`25.0`	if available	Discount applied to the item. Source: Discount amount for the order item.
`coupon`	`SUMMER10`	if available	Coupon applied to the item. Source: Coupon code applied to the reservation or order item (first code, if any).
`index`	`1`	if available	Position of the item in the list. Source: Position in the result list (availability/property search only).
`start_date`	`2026-02-20`	if available	The date when the booking starts. Source: Stay arrival date or availability start date.
`end_date`	`2026-02-22`	if available	The date when the booking ends. Source: Stay departure date or availability end date.
`google_business_vertical`	`hotel_rental`	if available	Google Ads business vertical for dynamic remarketing (examples: "hotel_rental", "retail"). Source: Remarketing business vertical configured globally; not from booking data.

`booking`

Booking object. Source: Booking object. booking.status/final/guest_group plus booking totals fields are populated for checkout portal purchase/lead events.

Field	Sample	Presence	Description
`status`	`booked`	if available	Booking lifecycle status (concept/option/booked/cancelled). Source: Checkout portal status override or booking state from PMS.
`final`	`true`	if available	True when the booking is confirmed or imported. Source: Confirmed/imported flag from PMS.
`currency`	`EUR`	if available	Booking currency (ISO 4217). Source: Booking currency.
`total`	`350`	if available	Sum of all guest order items. Source: Total of guest debtor items.
`base_rent_total`	`350`	if available	Base rent (accommodation rent) order items. Source: Base rent total.
`upgrade_total`	`0`	if available	Upgrade order items (bundles/extras), excluding deposits. Source: Upgrade extras total.
`preference_total`	`0`	if available	Preference order items (amenities/preferences). Source: Preference items total.
`deposit_total`	`0`	if available	Reservation deposit order items (non-deferred). Source: Deposit total.
`deferred_deposit_total`	`0`	if available	Reservation deposit order items marked deferred. Source: Deferred deposit total.
`security_deposit_total`	`0`	if available	Security deposits (borg), from security deposit policies. Source: Security deposit total.
`tourist_taxes_total`	`0`	if available	Tourist tax order items. Source: Tourist taxes total.
`vat_total`	`50`	if available	VAT total for guest debtor items. Source: VAT total.
`guest_group`	`{...} (see below)`	if available	Guest counts by group (see guest_group fields). Source: Aggregated guest group from reservations.

`booking.guest_group`

Guest counts by group (see guest_group fields). Source: Aggregated guest group from reservations.

Field	Sample	Presence	Description
`seniors`	`0`	always	Number of seniors. Source: Guest group seniors count.
`adults`	`2`	always	Number of adults. Source: Guest group adults count.
`adolescents`	`0`	always	Number of adolescents. Source: Guest group adolescents count.
`children`	`1`	always	Number of children. Source: Guest group children count.
`babies`	`0`	always	Number of babies. Source: Guest group babies count.
`pets`	`0`	always	Number of pets. Source: Guest group pets count.
`total`	`3`	always	Total guests (sum of guest group counts). Source: Guest group total.

`user_data`

Hashed user-provided data for Google tags. Source: Hashed email/phone from booking contact, sent only with marketing consent.

Field	Sample	Presence	Description
`sha256_email_address`	`...`	if available	Hex-encoded SHA-256 after normalization. Source: Hashed email (marketing consent required).
`sha256_phone_number`	`...`	if available	Hex-encoded SHA-256 after normalization. Source: Hashed phone number (marketing consent required).

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