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MSO - The Marketing Services Organization

You can learn all about the features and benefits of the Marketing Services Organization (MSO) by visiting: The MSO is meant to help you with automating your online marketing efforts. This FAQ describes how to add the HTML elements that will make your online marketing efforts trackable - and actionable. It is split into 2 parts:

  1. Adding MSO code to your website
  2. Adding Source tracking to your online booking engine.
  3. Adding Agent and CRM_ID fields to your online booking engine.
  4. Adding Google Analytics (or other 3rd party tracking system) to your Booking Engine.
  5. Adding the Facebook Booking Engine to your Facebook business page.

Once you have purchased the Marketing Services Organization product (click here to request the service or call us at +1-707-874-3922 ext 201), place the HTML code below in the <HEAD> or the <BODY>.portion of ALL your website pages that visitors enter your website from anywhere on the Internet.

  • For example, if most visitors come to my website through my 'home page' at, then I certainly want the code below on the index.html page. If Visitors also commonly come to (my Rates page), then I ought to place the code on the rates.html page as well.
  • It is highly recommended to place the code below on each page where there is a 'Book Now' or 'Check Availability' button as well.

Once a visitor requests the page with the MSO code, the BookingCenter Central Reservation Server tracks all page views that visitor clicks to, from which page they want to 'make a booking' or 'check availability', and then tracks the specific visitor through to the actual booking. All combined, the MSO charts shown in your Members Area become powerful tools to analyze

  1. Those sites sending clicks
  2. Which of the sites sends potential customers
  3. Which of the sites sends actual bookings
MSO Code Sample:

You MUST place your Site ID into the two locations marked below as <****SITEID****>. For example, if my BookingCenter Site ID was JEFTWE, I would replace the words "SITEID" and place "JEFTWE" in their place.


<script language="javascript" type="text/javascript">

var qdata;
qdata = 'on=yes' + // tells whether javascript is on
'&ref=' + escape(document.referrer) +
'&wpg=' + escape(location.href) +
'&sit=' + escape('SITEID') +
'&bsr=' + escape(navigator.appName + '/') +

document.write('<img border="0" hspace="0" vspace="0" width="1" ' +
'height="1" ' +
'src="' +
qdata + '">');
// -->
<img border="0" hspace="0" vspace="0" width="1" height="1"


Source Tracking

By adding a Source code to your online 'Book Now' buttons, you can automate the Source analysis used in the Desktop or MyPMS systems - allowing you to analyze your internet sources and automatically assign commission payments to Sources that send you actual bookings. Very much like an Internet 'affiliate program'. The program is easy to do - follow these steps:

For tracking 'Book Now' buttons per source:

  • Make Source codes in your Desktop or MyPMS that you want to use online in tracking URLs. See the Reference Manual that came with each product to do this.
  • Link the 'Book Now' buttons to your online reservation page using your Site ID and the Source Code you made in the PMS. The Link Structure for a Booking Engine request looks like:<insert SITE ID here>

For example, the booking URL for a property with a site ID called DEMO would be:

If you had made a Source code in your management system called "DIRECTORYA" then you would place the Source ID after the Site ID as follows:

  • Each time a booking came through the BookingCenter CRS, it would retain the Source ID for the source that clicked it. Instant tracking!

Adding Agent and CRM_ID fields to your online booking efforst

Agent allocations are a way to assign rates and availability to a specific Agent (or URL) and then track bookings to that agent and manage the payment of commissions in your PMS. Results for an Agent URL query are unique to each Site, and we have detailed information for building and managing these programs at:

CRM_ID is a feature of a Booking, and can be passed into an enquiry to track and match bookings to a CRM system that is tieing a unique CRM id (Customer Relationship Management system, such as sends) to the results of a booking. Results are associated to the Guest table of the database.  No rates and avail are allocated (unless also passed with an Agent URL identifier) so this method is simpler to manage than an Agent and can give you a 'hook' into your CRM marketing success at making bookings.

To learn about using other techniques to manipulate the Booking Engine, click here.

Google Analytics or Other 3rd Party TrackingGoogle Analytics

Google has wonderful - and FREE -features available in their tracking products. Our customers use their system to track all SEO and SEM activity - because, frankly, Google has the best tools avaialble for this endeavor. We an MSO 'Premium Marketing contract' is in place in order for this to work (click here to request the service or call us at +1-707-874-3922 ext 201), but here is how you use it with your BookingCenter Booking Engine:

Get a Google Analytics account setup and PASTE the CODE under Parameters > Marketing > Web Tracking Code (Desktop customers) or Settings > Booking Engine Settings - - (Management Tool or MyPMS customers).
Here is a sample of the Desktop PMS screen :

For Desktop PMS customers (version 6 and later only, as earlier versions do not support the 'ROI' feature of Analytics. Though if you are using Version 5 and really want this, contact us for assistance), go to Parameters > Internet Config > and Click Upload ALL Info (Images?, No). For Management Tool and MyPMS customers, simply click the SAVE button.

All customers ought to then TEST the tracking code. Make a few test bookings in the Members Area or on your website and check results in Google Analytics. Sometimes it takes Google 24 hours to post their results. Note, the final code for 'Web Tracking Code Last Page' is used by BookingCenter's Booking Engine posts the Total Cost and Booking ID values to Google Analystics in order to use the 'Campaign Conversion' features built into Google Analytics. In order to get support for setting up Google Analytics and Campaign Conversions, customers need to work with their webmaster - it's not a service BookingCenter provides.  There are literally THOUSANDS of webmasters skilled in setting up Google Analytics campaigns who can assist you.

For customers who wish to track the 'Campaign Conversion' features built into Google Analytics, the key parts are the 2 variables BookingCenter sends upon the completion of the booking. These are:

%%$booking_id%% - This is the Booking ID. If there were multiple rooms booked in a single transaction, then this is the 'root Booking ID'. For example, if three rooms were booked in a single tranaction, and the Booking IDs were: 12345-1W, 12345-2W, and 12345-3W, the %%$booking_id%% wil be "12345".

%%$total_price%% - This is the total cost. This might include Inventory Items and Packages Items if you sold that in the transaction, so consider that when analyzing your results - the %%$total_price%% is NOT room costs only.

These variables must go in exactly as is (including using the %% values in front and behind the database variables), otherwise this won’t work.

Here is a sample of the Google script:

<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._addItem("1", "%%$total_price%%", "1" );

For additional help, here is a link that Google posts with some explicit instrictions in their posting intrerface used for the 'Campaign Conversion' features built into Google Analytics:

Facebook Booking Engine

Any BookingCenter customer can create their own Facebook engine via use of the Facebook coding tools. To use the BookingCenter-designed App for Facebook and have us assist you in placing it on your Facebook page or analyze its effectiveness, the 'Premium Marketing contract' MSO contract is required (click here to request the service or call us at +1-707-874-3922 ext 201).

The Facebook application can run as an iFrame in your Facebook page or as a full Canvas Page. Here is a Facebook sample - feel free to make a booking. Then, contact us to get a booking engine on your Facebook page today.

Login to the Support Area and 'Submit a Ticket' to our support staff if you need further assistance.