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Grow, for local and service businesses

If it is not measured properly, it is being guessed.

Most local businesses know what they spent on marketing and roughly how busy they were. Few can say which campaign produced which enquiry, or which of those became paid work. We set up the tracking that answers that and keep it honest: real conversions only, counted once, with no personal data sent where it does not belong.

Ad click
Search visit
Phone call
Conversion events
Form submitted
Call answered, not just dialled
Appointment booked

Spend judged on outcomes

SourceEnquiryJob won or lost
Source → conversion → outcome
The problem

Bad tracking is worse than none, because it is believed

Duplicated conversions, page views reported as leads and calls with no source all make a campaign look better or worse than it is, and the budget follows the error. Measurement is fixed before spend is increased, because every later decision depends on it. It is also the step that lets you stop renting leads with confidence.

  1. 01Conversions counted twice, or counted when nothing happened
  2. 02Phone calls with no source attached
  3. 03Ad platforms optimising toward page views instead of enquiries
  4. 04No link between an enquiry and whether it became work
What is included

Conversion Tracking & Analytics, done properly

GA4 property, key events and audiences
Google Tag Manager container, documented
Form and booking tracking
Call tracking with source attribution
Google Ads conversions and enhanced conversions
Meta Pixel and Conversions API
Campaign tagging (UTM) conventions
Offline conversion import from your CRM
Consent settings for the markets you serve
Who it suits

Businesses that spend on marketing and want to know what it returns.

  • You spend on ads and cannot say what a qualified enquiry costs
  • Reports show clicks and impressions, not enquiries and jobs
  • Phone calls are a large share of your enquiries
  • You are about to launch a new website or campaign

How it applies by industry

How it works

The process

Audit My Tracking
  1. 01

    Audit what exists

    Every tag, event and conversion currently firing, tested end to end, with duplicates and gaps listed.

  2. 02

    Define a conversion

    Agree what counts: a submitted enquiry, a connected call, a booking. Not page views or button clicks.

  3. 03

    Implement through Tag Manager

    One documented container, so changes are reviewable and nothing is hard-coded twice.

  4. 04

    Connect outcomes

    Enquiry outcomes from your CRM matched back to their source and, where it fits, imported into the ad platforms.

  5. 05

    Verify and hand over

    Test conversions confirmed in each platform, with a short record of what is tracked and why.

Scope

What shapes cost and timeline

These decide the price, which is why it is scoped with you rather than taken from a list.

  • Platforms involved

    GA4 alone is a smaller job than GA4 plus Google Ads, Meta and a CRM connection.

  • Call tracking

    Tracking numbers carry a small ongoing cost that depends on call volume and the provider chosen.

  • Your CRM

    Importing outcomes depends on what your CRM can export or connect to.

  • Consent requirements

    Visitors from some regions need consent handling before tracking runs, which affects set-up.

Measurement

How it is judged

Reported against your own starting point, so you can see whether it paid for itself.

  • Data you can trust

    Each conversion tested end to end; duplicates and spam excluded before anything is reported.

  • Cost per qualified enquiry and per job

    By channel and campaign, so budget decisions rest on outcomes.

  • Source on every record

    The channel and campaign kept on each enquiry in your CRM, not only in analytics.

FAQs

Fair questions, straight answers

What should count as a conversion?
An action that shows real interest: a submitted enquiry, a call that connected and lasted long enough to be a conversation, or a booked appointment. Page views and button clicks are useful signals, but they should not be reported as leads.
Can you track phone calls?
Yes. Call tracking shows visitors from each channel a source-specific number and records which campaign produced the call. Calls from search ads can also be counted as conversions inside Google Ads.
Is personal information sent to Google Analytics?
It must not be. Google's Analytics policies mandate that no data be passed to Google that it could recognise as personally identifiable information, such as email addresses or personal phone numbers. Enquiry details stay in your CRM; analytics receives the event, not the person.
My agency already reports results. Do I need this?
Ask whether the reported conversions are real enquiries, counted once, and whether they can be matched to jobs. If the answer is unclear, a tracking audit will show where the numbers come from.

Works best alongside

Attract

Google Ads

Search campaigns that capture high-intent local demand and convert it into enquiries.

Explore Google AdsAttract

Meta Ads

Facebook and Instagram campaigns that create demand before people start searching.

Explore Meta AdsGrow

CRM & Marketing Automation

One place every enquiry lives, with the routine follow-up running on its own.

Explore CRM & Marketing Automation
Next step

Ready to talk it through?

Tell us about your business and what you want Conversion Tracking & Analytics to achieve. You will get an honest view of what is worth doing first, including when the answer is a different service.

Audit My TrackingNot sure? Find your growth bottleneck