Does it work with Performance Max and Smart Bidding?

Yes. It is a standard website conversion action; bidding strategies use it like any other. Mark it as a primary conversion if you want bidding to optimise for it.

What happens if someone books, then reloads the thank-you page?

The conversion fires once per booking in the widget, not on a page load. If you also fire a tag on a thank-you page, pass the booking reference from the {booking_id} redirect placeholder as the transaction ID so Google de-duplicates.

Is the email hash sent anywhere besides Google?

The hash is only attached to the Google Ads conversion call and to the booking_completed dataLayer payload on your own page. The loader does not add it to the Meta or LinkedIn calls.

Do I still need the gclid in the booking notes?

It is useful if you ever import offline conversions or want to see which bookings came from paid clicks without opening Google Ads. It costs nothing and contains no personal data.

Ad platforms

Google Ads conversions for Microsoft Bookings

If your ads send people to a Microsoft Bookings link, Google Ads sees the click but never the booking, so Smart Bidding optimises for clicks. BookingsXP fires a Google Ads conversion on your page the moment Microsoft confirms the appointment, through the Google tag you already run.

Start free Tracking docs

Plan: Plan: ProNeeds Pro ($19 a month) or Business ($49 a month).
In short: A conversion per confirmed booking, with the booking reference as transaction ID and optional enhanced conversions.
Microsoft Bookings: Stays your system of record. Bookings land in Outlook and Teams and Microsoft sends the invites and reminders.

How it works

What happens with Google Ads

You enter a conversion ID (AW-123456789) and conversion label in the widget's Tracking tab. The loader adds the AW- prefix if you leave it off.
On booking_completed, if window.gtag exists, the loader calls gtag('event', 'conversion', { send_to: 'AW-ID/LABEL', transaction_id: 'BXP-…' }).
The transaction ID is the booking reference, so a reload or a second tag cannot count the same booking twice.
With enhanced conversions on, the widget hashes the visitor's email with SHA-256 in the browser and adds user_data.sha256_email_address. The plain email never leaves the widget for Google.
The gclid, gbraid and wbraid of the visit are kept for 90 days and written into the booking notes in Microsoft Bookings with the BXP reference.

Setup

Set up Google Ads

5 steps. Names of menus and buttons are as they appear today; vendors rename things, so look for the closest match.

Step 1: Create a conversion action
In Google Ads: Goals → Conversions → New conversion action → Website. Set it up manually with code, choose the category "Book appointment", and set counting to "One" per click if a lead is a lead.
02
Step 2: Copy the ID and label
Google shows an event snippet. The part after send_to is your conversion ID and label, separated by a slash.
From Google's event snippet
```
gtag('event', 'conversion', {
  'send_to': 'AW-123456789/AbCdEfGhIjKlMn'
  //          ^ conversion ID  ^ conversion label
});
```
Step 3: Paste them into the widget
Dashboard → widget → Tracking → Ad conversions → "Google Ads conversion ID" and "Conversion label". Save. These fields need Pro.
Step 4: Turn on enhanced conversions (optional)
Switch on "Enhanced conversions" in the same section, and enable enhanced conversions for the conversion action in Google Ads. Update your privacy notice first: a hash of the visitor's email is sent to Google.
05
Step 5: Make sure the Google tag loads your AW- ID
The conversion goes through the global gtag function, so the Google tag must be on the page and configured for your Ads account. Then use Tag Assistant to confirm the conversion hit on a test booking.
HTML
```
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-123456789"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-123456789');
</script>
```

What you get

The result

Real booked appointments as conversions, so bidding optimises for bookings rather than clicks.
One conversion per booking, de-duplicated by the BXP reference.
Better match rates with enhanced conversions, without sending a plain email address.
The ad click ID in the appointment notes, visible to whoever opens the booking in Outlook or Teams.

Good to know

Limits and caveats

Pro plan. On Free you can still build this yourself in GTM: a Google Ads Conversion Tracking tag on the bookingsxp.booking_completed trigger, with bookingsxp.booking.id as the transaction ID.
The loader only calls gtag if it already exists. With a GTM-only setup, use the GTM tag above instead of the widget fields.
Enhanced conversions are sent through the Google tag's user_data field; it does not upload offline conversions from Microsoft Bookings.
Bookings that staff enter by hand in Bookings or Outlook never pass through the widget and are not counted.

FAQ

Google Ads questions

Something not covered? Email hello@bookingsxp.com.

Start free, no card

Start on Free with the widget and GA4 events, then move to Pro when you want ad conversions, webhooks and chat alerts.

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What happens with Google Ads

Set up Google Ads

Step 1: Create a conversion action

Step 2: Copy the ID and label

Step 3: Paste them into the widget

Step 4: Turn on enhanced conversions (optional)

Step 5: Make sure the Google tag loads your AW- ID

Outcomes and caveats