The Conversion Funnel

Your booking page sends an event at each stage of a patient’s journey, from first landing on the page through to a completed booking. Use these to set up conversions, see where visitors drop off between steps, and build audiences to advertise to.

The booking events

• PageView: A visitor lands on the booking page. (In Google Analytics 4 this is recorded automatically.)
• ViewContent: A visitor opens a service to see its availability — a sign of interest.
• InitiateCheckout: A visitor enters the booking calendar — strong intent to book.
• AddPaymentInfo: A visitor reaches the payment step (when you collect payment online).
• Lead: A new patient creates an account during booking.
• Purchase: Your main conversion — the patient finishes and confirms the booking.

Details sent with each event

Each event carries a few extra details so you can report on them:

• content_name: The specific service (for example, “Initial Consultation”).
• value: The dollar value of the booking, which you set for measuring return on ad spend. See Media Buying Strategies.
• transaction_id: A unique appointment ID on every completed booking, so the same booking is never counted twice.

Note

The booking events fire in order as a patient moves through the page. If you only ever see page views in your reports, it usually means visitors aren’t completing the steps — run a full test booking from start to finish to see the whole sequence.

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Related Pages

• Tracking Bookings in Google Analytics 4 — turn the Purchase event into a GA4 conversion
• Media Buying Strategies — build audiences from these events and set conversion values
• Technical Implementation & Testing — confirm each event fires correctly