On most HomeRunner sites the guest books and pays on your own domain, so every conversion event fires on pages you control. OwnerRez sites work differently: when a guest clicks Book, the site sends them to OwnerRez’s own secure booking page on booking.ownerrez.com to pay. Your website’s checkout and confirmation pages never render, and any tracking that depends on those pages never runs.
This guide covers what fires where on an OwnerRez site, how to get a real Purchase event for ad platforms, and how to keep everything counted exactly once. It applies to the Conversion Tracking module in HomeRunner Toolkit 3.193.0 or later.
Run one tag container, not two #
Many OwnerRez sites end up loading two Google Tag Manager containers: the HomeRunner tag that ships with the plugin, plus the site’s own container added through a plugin like GTM4WP or a theme snippet. Two containers means inflated pageviews and events that are hard to attribute. Pick one owner:
If your agency or team already manages a GTM container, keep it. In the Toolkit hub, enable the Conversion Tracking module, switch the HomeRunner Tag toggle off, and leave the GA4, GTM, and Pixel ID fields empty. The Toolkit then pushes its events into the shared dataLayer and your container decides which become Google Analytics or Meta calls.
If you have no container of your own, enter your GTM Container ID (or GA4 Measurement ID) in the Conversion Tracking settings. The HomeRunner tag is replaced by your container and there is nothing else to remove.
Either way, confirm the result by viewing the page source: exactly one GTM container ID should appear.
What fires on an OwnerRez site #
With the Conversion Tracking module enabled, the Toolkit emits these events on a hosted-checkout site:
| Event | Fires when | Notes |
|---|---|---|
| ViewContent | A property page is viewed | Meta event, needs a Pixel ID in the Toolkit |
| add_to_cart / AddToCart | The booking widget returns a quote | Includes the quoted total |
| Search | A visitor searches in the explorer | Meta event, needs a Pixel ID |
| generate_lead / Lead | A Gravity Forms submission succeeds | Form ID included |
| begin_checkout / InitiateCheckout | The guest clicks Book and is handed to OwnerRez | New in 3.193.0, includes the quoted total |
| purchase / Purchase | The guest returns from OwnerRez after booking | New in 3.193.0, see below |
GA4-shaped events always go to the dataLayer (or straight to gtag when “Trigger Events for GA4” is enabled in the plugin’s advanced settings). The Meta variants fire only when a Pixel ID is set in the Toolkit; if your pixel lives in your own GTM instead, build tags there off the dataLayer events and leave the Toolkit’s Pixel field empty so nothing fires twice.
Getting a real Purchase event #
Because payment happens on booking.ownerrez.com, there are two supported routes to a Purchase, and they solve different problems.
Route 1: let OwnerRez fire it (recommended for ad platforms) #
OwnerRez can run your analytics directly on its booking pages. In OwnerRez go to Settings, then Analytics Tracking, and enter your GA4 Measurement ID and Meta Pixel ID. OwnerRez then fires begin_checkout and a Purchase with the real booking total on the page where the guest actually pays. This is the event to optimize a Meta Sales campaign on, because it carries dollar values.
Route 2: the return redirect (first-party Purchase on your domain) #
OwnerRez can send the guest back to your site after booking. In OwnerRez open the property, then Rules, and set “Redirect After Booking URL” to any page on your domain. The OwnerRez confirmation page shows a 20 second countdown, then sends the guest back with the booking number appended, for example ?bookingId=ORB123456.
Toolkit 3.193.0 recognizes that landing and fires a purchase event with the booking number as the transaction ID. Three guards keep this trustworthy:
- The event fires only on sites that actually have hosted-checkout properties.
- The visitor must arrive from an OwnerRez page. A pasted or bot-crafted URL never counts.
- Each booking number fires once. Revisiting the confirmation link later stays silent.
The redirect does not include the booking total, so this event carries a value of 0. Use it to close your GA4 funnel on your own domain and to confirm bookings in GTM, not for value-based bidding.
Use both, but give each destination one source #
Set up Route 1 for Meta and turn on the Route 2 redirect as well, since bringing the guest back to your domain is good for remarketing and session continuity. Then keep the ownership split clean: map the Toolkit’s purchase event to GA4 only in your GTM. If both OwnerRez’s pixel and a GTM tag send Purchase to Meta, every booking counts twice. GA4 is safer on this point because it deduplicates purchases that share a transaction ID.
Track Purchase on Inquiry does nothing here #
Two settings share this label. The core HomeRunner plugin’s “Track Purchase on Inquiry” toggle (in its analytics settings) upgrades pending on-site reservations to purchase events on your site’s confirmation page; on a hosted-checkout site that page is never reached, so it has no effect either way. The Toolkit’s own “Track Purchase on Inquiry” checkbox, on this conversion tracking screen, is not wired to anything on any site type, so leave both off and do not expect either to change your tracking.
Testing your setup #
- Container check. View the source of any page and count GTM container IDs. One is correct.
- begin_checkout. On a property page, pick dates so the widget shows a total, open your browser console, and click Book. The event appears in the dataLayer with the quoted total just before the redirect. GTM Preview mode shows the same thing.
- Purchase end to end. Set the redirect URL on one property in OwnerRez, make a test booking, and let the confirmation page count down. The landing on your site fires purchase once; reloading the same URL fires nothing. Pasting the URL into a fresh tab also fires nothing, by design.
- Meta Events Manager. With Route 1 configured, the Purchase from OwnerRez appears under your pixel with the booking total attached.