Track Booking & Quote Forms in Google Ads with GTM (dataLayer Events)

Tracking taxi and limo bookings in Google Ads used to mean custom JavaScript, fragile thank-you pages, or guessing when a form “really” submitted. Online Ride Booking 1.1.112+ pushes conversion events into the browser dataLayer so Google Tag Manager (GTM) and Google Ads can measure:

• Completed booking form submits
• Quote form requests
• Online payment success returns
• Quote offer accepts

This guide is for site owners and Google Ads / GTM specialists. It shares only public event names and field names—no API keys, server details, or account secrets.

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Prerequisites

1. Install Google Tag Manager on every page that shows the booking or quote form (and any payment-return URL if you take card payments).
2. Run Online Ride Booking version 1.1.112 or newer.
3. No extra setting is required inside the plugin: the booking and quote forms emit events after a successful submit.

Quick browser check

After a successful test submit, open DevTools → Console:

console.log(window.dataLayer);

You should see objects whose event is orb_booking_created or orb_quote_created.

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Events the plugin fires

orb_booking_created — Customer successfully submits the booking form. Use as your primary conversion for most sites.

orb_quote_created — Customer successfully submits a quote form (or a price-on-request flow). Use as a lead / quote-request conversion.

orb_payment_success — Customer returns after online payment succeeds. Use as a purchase conversion when card checkout is required.

orb_quote_accepted — Customer accepts a priced quote on the accept page. Use as a secondary conversion (quote → booking).

Also available:

• Custom DOM event: orb:conversion on document (same payload in event.detail)
• If window.gtag exists, the plugin also calls gtag('event', …)

All payloads include event_source: "online-ride-booking".

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Useful dataLayer fields

Booking — orb_booking_created

• transaction_id — Booking reference (use for Ads transaction ID / dedupe)
• booking_number — Human-readable booking number
• booking_id — Internal id
• value — Order total (number)
• currency — ISO code from plugin settings (e.g. USD, CAD)
• payment_method — e.g. cash / card gateway
• payment_status — Often unpaid at submit if they pay later
• service_slug / service_name — Selected service
• vehicle_id — Selected vehicle
• form_id — Booking form id
• passengers — Passenger count
• is_return_trip — Whether a return was included

Quote request — orb_quote_created

• transaction_id — Quote number
• quote_number / quote_id — Quote identifiers
• value — Usually empty until an admin prices the quote
• currency — Site currency
• service_slug / service_name — Selected service
• form_id — Quote form id
• passengers — Passenger count

Important: Treat quote requests as leads, not revenue, unless you assign a fixed lead value in Google Ads. Do not rely on value for quotes.

Payment success — orb_payment_success

• transaction_id — Booking number
• booking_id / booking_number — Identifiers
• payment_status — paid
• currency — Site currency

Quote accepted — orb_quote_accepted

• transaction_id — New booking number
• booking_id / booking_number — Identifiers
• value — Total when available
• currency / payment_method — When provided

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Google Tag Manager setup

1. Triggers

Create a Custom Event trigger for each conversion you want:

• Trigger “ORB – Booking created” → event name orb_booking_created
• Trigger “ORB – Quote request” → event name orb_quote_created
• Trigger “ORB – Payment success” → event name orb_payment_success
• Trigger “ORB – Quote accepted” → event name orb_quote_accepted

Use the exact event name (case-sensitive).

2. Data Layer variables

Create Data Layer Variables (v2) as needed: transaction_id, value, currency, booking_number, quote_number, payment_method, service_slug.

3. Google Ads conversion tags

1. In Google Ads → Goals → create conversion actions (e.g. “Booking submitted”, “Quote request”).
2. Choose Use Google Tag Manager and copy Conversion ID and Conversion Label.
3. In GTM, add a Google Ads Conversion Tracking tag:
   • Conversion ID / Label from Ads
   • Value: data layer variable for value
   • Currency: data layer variable for currency
   • Transaction ID: data layer variable for transaction_id (strongly recommended)
   • Trigger: the matching ORB custom event

4. Publish and test

Use GTM Preview, submit a test booking and a test quote, confirm each tag fires once, then publish the container.

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Brief for your Google Ads agency

Copy and send:

Our WordPress ride-booking plugin (Online Ride Booking 1.1.112+) pushes conversion events into window.dataLayer after form success.

Booking form: event orb_booking_created Quote form: event orb_quote_created

Useful keys: transaction_id, value, currency, booking_number / quote_number, service_slug, payment_method.

Configure GTM Custom Event triggers for those names and wire Google Ads conversion tags. Always send transaction_id for deduplication. For quotes, use a lead conversion—price is often set later by the operator.

Optional: orb_payment_success after card payment return; orb_quote_accepted when a customer accepts a quote offer.

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Recommended conversion strategy

• Count every booking form complete → orb_booking_created (primary for cash / pay-to-driver)
• Count quote leads → orb_quote_created (secondary lead; optional fixed value in Ads)
• Count only paid online bookings → orb_payment_success (primary if card is required at checkout)
• Count quote → booking → orb_quote_accepted (secondary)

Avoid double-counting: if you make both orb_booking_created and orb_payment_success primary conversions, one customer can fire two goals (submit then pay). Pick one primary:

• Pay to driver / cash: primary = orb_booking_created
• Must pay online: primary = orb_payment_success

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Testing checklist

• GTM container live on form pages
• Test booking submit → orb_booking_created in dataLayer
• Test quote submit → orb_quote_created in dataLayer
• GTM Preview shows the Ads tag once
• transaction_id is present
• Currency matches the conversion action currency
• Refreshing the success screen does not double-fire (plugin dedupes per submit)

Console filter:

window.dataLayer.filter(function (e) {
  return e && (
    e.event === 'orb_booking_created' ||
    e.event === 'orb_quote_created' ||
    e.event === 'orb_payment_success' ||
    e.event === 'orb_quote_accepted'
  );
});

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Privacy

Prefer transaction_id, value, currency, and service fields for Ads tags. Do not forward personal data to third parties unless your privacy policy and consent tools allow it. Use Consent Mode if you run a cookie / consent banner.

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Event name quick list

orb_booking_created
orb_quote_created
orb_payment_success
orb_quote_accepted

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Related

• Pricing — plans and licensing
• Documentation — install and form setup
• Features — booking, quotes, and dispatch overview

Need help wiring this for your site? Open a ticket from your customer portal after purchase.