Acuity Scheduling Conversion Tracking – Options & Features
Most Acuity Scheduling conversion tracking tutorials and freelancers on Fiverr or Upwork.com have a very shallow understanding of Acuity conversion tracking. Most information is plain wrong. Most freelancers cannot deliver a setup that works.
Acuity conversion tracking is not just one thing, it’s a long list of different problems, solutions, edge cases, and scenarios depending on how your setup works.
If you take payments - you need a different setup.
If you use PayPal - you need a different setup.
If you don’t take payments but Acuity bookings are leads that may convert in the real world or over a call - you need a different setup.
If you are serious about Google Ads and Meta Ads, you need enhanced conversion tracking, advanced matching and CAPI - a different setup.
If you have group classes - you need a different setup.
If you offer packages, gift certificates, and subscriptions - you need a different setup.
If you get spam / low-quality bookings or no-shows which train your pixels algorithms to get bad customers you need (potentially AI-assisted) tracking filter - a need a different setup.
If you get a lot of cancellations causing bad conversions - you need a different setup.
Video
Coming soon. I will try and make a video soon, as these are really complex topics and much easier to demonstrate than explain via text.
(New features updated 29. Jan 2025)
Acuity
Quantity
Problem: If one person books multiple seats in one, e.g. yoga for 3 friends, conversion tracking breaks. So we would see one conversion, with wrong $ value as it only counts one person
Solution: Using my tailored conversion tracking app, we track each conversion
How: Local storage, prepopulate traffic info into Acuity widget. Loop each appointment and send conversion via Google Ads API and Meta CAPI.
Google Ads
Google Ads Tracking (Cookie)
Problem: You don't know if your ads work. Which campaigns bring $ and which waste $? Google AI can't optimise to make your ads more effective and get you more conversions.
Solution: Use cookies like _gcl_aw to remember the gclid (Google Click ID) with a timestamp in the browser and send it to Google when booking happens to track conversions.
How: Embed Acuity on your website. Custom code JavaScript messaging between Acuity and your website.
Google Ads Tracking (Enhanced – email)
Problem: Cookie-based tracking keeps counting fewer conversions. Apple Intelligent Tracking Prevention deletes cookies. Users may see ads on mobile, but convert on desktop. Ad blockers, Brave, Firefox and other issues.
Solution: In addition to cookies — tell Google Ads the email address used in Acuity booking. If the email matches a Google logged-in user, track more conversions
How: Pass email through iFrame JavaScript Message
Google Ads Tracking (Enhanced full, via API)
Problem: Same as above
Solution: Same as above but also send phone number, name, and address. More data points → more conversions → ads cost less and make more money.
How: Hybrid approach. Browser + server. Send conversions via GTM, and "conversion enhancement" via API matching Acuity appointment ID of GTM conversion and server-side conversion
Pre/Micro conversions "Add to cart"
Problem: If you're small/medium size and don't get tons of conversions each month, Google may not have the required number of conversions to optimise campaigns for conversions. Ad performances suffer.
Solution: Do similar to what "Add to cart" would be for purchases – we tell Google about the action happening before main Acuity conversions where the user interacts with Acuity and chooses a date or appointment. More data → Better ad performance
How: Custom JavaScript, GTM.
Offline conversion tracking
Problem: If you don't take payments via Acuity, but use it as a lead generator, you don't know how many Acuity leads become paying clients.
Solution: Add the click ID to Acuity bookings. Generate an automatic setup where you can mark bookings that become paying clients
How: Mark good bookings with Acuity tags, custom fields, inside Google Sheets or a form made for you.
Custom Columns
Problem: You may have multiple Google Ads conversions: form submissions, phone calls, local directions, purchases etc.
Solution: Create custom columns to see Acuity conversions specifically
How: Custom formula and column templates in Google Ads
API Import conversion
Problem: Google Ads Consent mode, annoying cookie banners etc. may get in the way of normal conversion tracking. Google Ads may not show all conversions. Ad performance suffers.
Solution: Store gclid in the browser as local storage (lasts 7 times longer than cookies on Apple tracking prevention). Add gclid to Acuity bookings. Send conversion automatically via Google API behind the curtains
How: Custom app. (You may need to consult with law and GDPR professionals about details)
Google Analytics 4
Acuity events to GA4
Problem: You do not have an overview of where your conversions come from. How many organic searches? What websites refer customers to you? How do people behave before converting?
Solution: See Acuity bookings and where they came from in Google Analytics
Conversion Rate A)
Problem: You don't if your website is good. If you edit the website, does it lead to more bookings, or less?
Solution: See full conversion rate (usually 1-5%), Make comparisons: dates, mobile vs desktop, paid vs organic & more
How: Tailored Visual GA4 exploration and segments
Conversion Rate B) Dropoff rates 3-step funnel
Problem: You don't know how many visitors see Acuity, how many interact, and how many book. What are the drop-off rates for each funnel step? How do design changes affect the numbers?
Solution: Create a visual funnel in GA4.
How: Send events for element visibility, Acuity interaction (by scroll events) and conversions. Make Tailored Visual GA4 exploration
Retargeting audiences of near bookings
Problem: If you make retargeting ads, you waste money by trying to convert uninterested visitors who left after 2 seconds and do not care. You only want to invest in targeting people who were close to converting but did not – the cheapest and easiest audience to bring back.
Solution: Visual funnel and segments
How: Make a segment of visitors who interacted with Acuity but did not book. Connect Google Analytics and Google Ads. Retarget segment.
Data retention update
Problem: Custom reports only show the last 60 days.
Solution: Update to 14 months
How: Google Analytics setting
User ID
Problem: If the same client books again, it still shows as a different user in GA4. Don't know lifetime values.
Solution: Create user IDs by Acuity email address
How: Custom JavaScript. (New feature – reporting work in progress)
Meta/Facebook
Meta Pixel Tracking (cookie)
Problem: You don't know if your ads work, and if so which campaigns are best. Meta can't optimise to get conversions
Solution: Send conversion in the browser.
How: Custom iFrame javascript messaging system.
Meta Pixel Advanced Matching (Email)
Problem: Cookies don't always work. Apple Intelligent Tracking Prevention may delete cookies faster. Users may see ads on mobile, but convert on desktop. Ad blockers + more
Solution: In addition to cookies, tell Meta Ads the email address used in Acuity booking. If the email matches a Facebook / Instagram logged-in user, track more conversions
How: Custom coding, Simo Ahava's GTM Meta template
Meta Conversions API
Problem: Ad blockers, Apple Intelligent Tracking Prevention block meta pixel. You lose data → Meta ads become expensive and ineffective.
Solution: Send conversions via Pixel (browser) and server (API). Facebook will use whichever it gets, or deduplicate if it gets both.
How: Add Facebook click ID, visit times, fill URL, landing page & more to Acuity. Send conversions to Meta CAPI with the same Acuity appointment ID as Pixel events
Pre / Micro conversions "Add to cart"
Problem: If you don't get tons of conversions, Meta may not have enough data to optimise campaigns for conversions.
Solution: Similar to what "Add to cart" is for purchases – we tell Meta about pre-conversions where the user interacts with Acuity and chooses a date or appointment. More data → Better ad performance
How: Custom JavaScript, GTM.
Acuity Tracking App
Conversion information inside Acuity
Problem: You don't know where each booking came from. Google Analytics may lose 30-58% of data
Solution: Remember where the visitor came from in the browser, and add to Acuity.
How: My new custom Acuity tracking app. Adding info to Acuity hidden fields.
"Referrer" - previous website
Problem: You don't know from which website bookings came from
Solution: Add to Acuity booking
UTM parameters
Problem: You don't know which campaign and which ad brought in the conversion. You don't know what they searched in Google
Solution: Add to Acuity booking
gclid
Problem: If we don't remember Google Click ID, we can't do best “Enhanced” tracking and can't do offline tracking
Solution: Add to Acuity booking
wbraid
Problem: Same as gclid, but for iOS apps like Youtube
Visited Pages
Problem: You don't know which pages people visit before booking
Solution: Keep a list and add it to Acuity booking
first visit time
Problem: We cannot do CAPI without knowing when a visitor first clicked
Solution: Store in browser, save to Acuity
Landing Page
Problem: You don't know through which page the user found you. Especially important for organic SEO blogging.
Solution: Store in browser, save to Acuity
user agent
Problem: Google Ads does not know on which device conversion happened
Solution: Store browser, operating system and versions in browser and Acuity
device
Problem: You don't know if your bookings are mobile, tablet or desktop
Fill page
Problem: If you have Acuity widgets on many pages, you don't know which ones are most effective. You don't understand your website.
Solution: Add booking page url to acuity
Facebook click & cookies
Problem: We cannot do CAPI without Facebook click ID
TikTok
TikTok Pixel Tracking
Problem: You don't know if your ads work. Which campaigns bring $ and which waste it? TikTok AI can't optimise to make your ads more effective and get you more conversions.
TikTok Events API
Problem: Cookie-based tracking keeps counting fewer conversions. Apple Intelligent Tracking Prevention deletes cookies. Users may see ad on mobile, but convert them on desktop. Ad blockers, Brave, Firefox and other issues.
Solution: With Events API, more conversions are reported and leveraged for measurement, optimization, and targeting.
How: Use both TikTok's Pixel and Events API together with Event Deduplication. All relevant match keys are passed back to increase match rates for improved measurement and audience creation
Additional Features
URL Tracking Template
Problem: Acuity Analytics or Google Analytics do not know where visitors came from unless we add a tracking template to Google Ads, Meta ads etc
Solution: Create trackable links
How: Use a template, like {lpurl}?utm_source=google_ads&utm_medium=cpc_seearch&utm_campaign=example-campaign&utm_term={keyword}&utm_content=ad_1
Google Ads and Meta have dynamic variables, so a single tracking template can be used for entire account, or copied to each add without manual tagging.
Lifetime Value Calculator
Problem: You don’t know your customer's lifetime value – the most important metric.
Solution: Make a Google Sheet that automatically adds each Acuity booking and calculates CLV for each Acuity user.
How: API automation + Custom Google Sheet formulas
NEW 2025 AI Spam Blocker
Problem: Some sites get a lot of spam fake bookings from bots.
Solution: Connect to OpenAI APIs to try and detect and block/cancel
NEW 2025 Beautiful "Terms And Conditions" link
Problem: If you need the client to accept the terms and conditions, it will look ugly and may decrease conversion rates by having long list in Acuity. I see many users do this
Solution: Make it clean, short, look pretty! Outbound link without ugly “HTTPS://WWW…” stuff.
How: Custom CSS hack using links with inline pseudoelements to separate link address and text label + style in a custom way to make it super sleek, clean and pretty
NEW 2025 Experimental - Organic Google search queries
Problem: For paid Google ad searches, we can know exactly what the visitor searched for. For organic Google, it's normally impossible.
Solution: A custom setup that asks the visitor what they searched on Google before visiting your site
How: An advanced custom solution with automated attribution code and CSS hacks
NEW Experimental 2025 - Remarketing Audiences
Problem: If visitors do not make Acuity bookings instantly and "bounce" they're often gone forever
Solution: Make ads to bring back the best visitors who were closest to making a booking
How: Tracking Acuity interaction steps with JavaScript listeners and creating remarketing audiences in GA4
NEW 2025 Automatic discounts in ads
Problem: Providing discount codes in ads can be complicated and lead to poor user experience
Solution: Add discount codes to ad URLs for automatic application
How: Custom app that remembers and applies discount codes automatically
Automatic Remarketing Lists
Problem: People who book once, may not book again
Solution: Make ads for past customers, reminding them to book again
How: App automation that generates Acuity customer lists in the correct format
New 2025 - Average seats per booking
Problem: Difficulty tracking multiple seats per booking
Solution: Automatic calculation of average seats per booking
How: Google Sheet custom formulas or API implementation
NEW Experimental 2025 - Packages, gift certificates, and subscriptions
Problem: Acuity's custom conversion tracking doesn't work for these items
Solution: Generate tracked claim buttons instead of showing coupon codes
How: Custom implementation in Acuity email templates with tracking parameters
New 2025 - intiateCheckout events - For Meta, Google Ads, and Google Analytics
Improvement to the Acuity funnel and micro conversions for a more accurate funnel. If you take payments, we can now track our funnel
See the Acuity widget on apage
Interact with Acuity - clicking to pick a specific appointment, or choosing a date and time
Going to checkout, where credit card info is added
The actual final booking
This allows us to
understand the user journey and pain points. How many people have an “abandoned cart” in Acuity?
Boost ad performance - micro conversions have higher numbers which can improve Meta and Google algorithms for more effective bidding optimisation and improved ad performance
Retargeting visitors who almost booked but didn’t