*Please see FAQ section for more details on capabilities of integration
Overview
Boulevard integrates with Google Analytics (GA4) to help you track user activity within the self-booking overlay on your website. By entering your Google Analytics credentials in the Boulevard dashboard (gear icon > Client Experience > Conversion Analytics), you can track specific events as users progress through the booking flow.
This data helps you understand how well your Google and Meta ads are performing, which services drive the most bookings, and how your online booking funnel converts.
💡 Tip: For multi-location businesses, Boulevard now sends location-level data with every conversion event. This allows you to see which locations are driving online bookings and revenue directly in GA4. See Location-Based Conversion Tracking below.
What can be tracked?
Boulevard automatically fires the following events when users interact with your booking flow:
Event Name | What It Tracks |
cart_created | creation of a cart |
view_content | clicked name of individual service |
add_to_cart 💰 | clicked 'Add' under individual service |
find_a_time_date_change | selected different appointment day |
begin_checkout💰 | entered "Complete Your Booking" page |
purchase/cart_completed 💰 | fully completed booking or purchase |
💰= these events send price information
Google Analytics
Detailed information from Google about Google Analytics can be found here
No custom events or additional events besides the options listed above can be configured in GA4 unless you are on the Enterprise plan and build a custom booking flow using the Boulevard SDK.
Location-Based Conversion Tracking
For multi-location businesses, Boulevard automatically includes two location parameters with every conversion event listed above:
Parameter | What It Contains | Example |
| Boulevard's unique internal ID for the location |
|
| The human-readable name of the location as set in Boulevard | Downtown Austin |
These parameters are sent automatically whenever a user interacts with your booking flow. No additional configuration is needed on the Boulevard side.
Why this matters
Attribute bookings and revenue to specific locations
Optimize ad campaigns based on per-location performance
Understand which locations are driving the most online conversions
Compare location performance side by side in GA4 Explorations
Important: Location data is NOT retroactive. GA4 will only start collecting location dimensions from the moment you register them as custom dimensions (see setup steps below). Historical events will not include location data.
How to set up location tracking in GA4
While Boulevard sends location data automatically, GA4 requires you to register custom dimensions before this data appears in your reports.
Step 1: Create custom dimensions
In GA4, navigate to Admin (gear icon, bottom left).
Under the Data display section, click Custom definitions.
Click Create custom dimension (blue button, top right).
Create the first dimension with these settings:
Field | Value |
Dimension name | Location |
Scope | Event |
Description | Location Specific Details (optional) |
Event parameter |
|
Click Save, then click Create custom dimension again for the second dimension:
Field | Value |
Dimension name | Location Name |
Scope | Event |
Description | Human Readable Location Identifier (optional) |
Event parameter |
|
The event parameter values (location_id and location_name) must be entered exactly as shown — lowercase with underscores. These must match the parameters Boulevard sends.
Step 2: Wait for data collection
After creating the custom dimensions, GA4 will begin collecting location data with new events. It typically takes 24–48 hours before data appears in your reports. Remember, this is not retroactive — only events fired after the dimensions are created will include location data.
Using location data in GA4 reports
Once your custom dimensions are active and data is flowing, there are two main ways to view location-level performance.
Option A: Exploration reports (recommended)
Explorations give you the most flexibility for slicing data by location.
Go to Explore in the left navigation.
Click Blank or Free form to create a new exploration.
In the Variables panel on the left, click the + next to Dimensions.
Expand the Custom category and select Location and/or Location Name. Click Import.
Click + next to Metrics and import metrics like Add to carts, Checkouts, and Purchases (or Event count).
Drag Location Name into the Rows area, and your chosen metrics into the Values area.
Your report will now show conversion metrics broken down by location.
Option B: Standard reports with comparisons
You can also use comparisons in standard GA4 reports to filter by location:
Navigate to any standard report (e.g., Reports > Engagement > Events).
Click Add comparison at the top of the report.
Set the dimension to Location Name and select the locations you want to compare.
The report will update to show data filtered by those locations.
Google Analytics Setup (both parts required!)
Part 1: In Google Analytics
Boulevard is compatible with GA4, the new Analytics tool. If you have not yet set up a GA4 property, you should follow these steps:
Boulevard is compatible with GA4. If you have not yet set up a GA4 property, follow these steps:
To create a GA4 property, go to Admin (gear icon, bottom left) > Create Property. Complete all necessary fields and click through the setup. For "Data Streams," make sure to select Web as the platform.
In the GA4 property you've created, click on the applicable data stream > Measurement API Protocol Secrets > Create (top right). Give it an applicable nickname (e.g., "Boulevard Booking Tracking").
Once you have created your GA4 property and generated your Measurement Protocol API secret, go to Admin > Data Streams > select the applicable data stream > scroll to Google Tag > View Tag Instructions.
Copy the Global Site Tag and insert it in the header of each webpage you would like to track. This should go right above your booking widget code.
This should go right above your booking widget code:
If you wish to track cart_completed over purchase as the conversion event:
In the GA4 property, click on the applicable data stream > Conversions > New Conversion Event, and name it
cart_completed.
2. Mark the new event as a conversion.
Be sure to select cart_completed as the conversion event in the Boulevard Dashboard in Part 2.
Part 2: In Boulevard
In the Boulevard dashboard, go to the gear icon > Client Experience > Conversion Analytics.
Add your GA4 Measurement ID (starts with
G-).Add your Google Measurement Protocol API Secret.
Choose whether your conversion event will be
purchaseorcart_completed.Update the self-booking code on your website to begin tracking. The Booking Widget code snippet section automatically updates with the code you need — simply copy and paste to replace your existing Booking Widget code.
Please note that you are not able to retroactively see activity, you are only able to see the beginning of the day you completed the setup.
If the Google measurement ID and Google measurement protocol API secret are entered incorrectly, then the GA4 will not work properly. (Ex: The API secret/measurement ID are entered into the dashboard with an extra space or line at the end or beginning of the string)
Important Notes & Caveats
One GA4 property per business: Each Boulevard business dashboard is limited to a single Google Analytics property. All locations under that business report to the same GA4 property — use the location custom dimensions to segment the data.
Location name changes: If you rename a location in Boulevard, historical GA4 data recorded under the old name will not be updated. The old and new names will appear as separate entries in your reports. The
location_iddimension remains stable across renames.Custom dimension limits: GA4 allows up to 50 event-scoped custom dimensions per property. The two location dimensions count toward this limit.
Single-location businesses: If you only have one location, the location parameters are still sent but all events will show the same location. You do not need to set up the custom dimensions unless you plan to add more locations in the future.
Helpful Resources from Google:
FAQ
Q: I set up the custom dimensions but I don't see any location data yet. A: Custom dimensions typically take 24–48 hours to start populating. Also, only new events (fired after you created the dimensions) will include location data. Check back after a day or two.
Q: Can I see location data for events that happened before I created the custom dimensions? A: No. GA4 custom dimensions are not retroactive. Data collection starts from the moment the dimension is created.
Q: I renamed a location and now I see two entries in my reports. What happened? A: When you rename a location in Boulevard, GA4 treats the old and new names as separate values. Historical data remains under the old name. To avoid this, use the Location (location_id) dimension for consistent tracking, as IDs remain stable across renames.
Q: What if I want to be able to track more than the 6 events in the chart above?
A: You are not able to track additional events when using our standard booking widget but can create your own events if you create your own custom booking flow using our SDK (available to Enterprise customers only).
Q: Can I track the type of purchase made, such as a service booking, number of appointments booked in one checkout, gift card purchase, or membership enrollment?
A: You can see the value of the Purchase events, and in the Purchase details, the content and number of items.
Q: Can I implement the Tag Manager through a secondary script?
A:This may be possible but this is not something we support or provide guidance on.
Q: I can see the events populating in GA4 but not in Google Ads. How do I fix this?
A: Boulevard's integration specifically covers GA4 and we do not provide support with Google Ads. Our booking widget is integrated with GA4, and not Google Ads or Google Tag Manager. We recommend checking with your Web Developer, Marketing Manager, or Google Support.
Q: Do we have metrics broken down by Traffic source for Revenue and Purchase events?
A: Natively, no. This would require an Enterprise account for API access and would require a developer from their team as well.