Tracking that proves the work is paying off
You can't make good decisions on bad numbers. For every client we set up custom event tracking: what visitors do on the site, and what they do after finding the business on Google.
- Shows which pages and channels bring leads
- Shows the client they're getting value
- Tested like a customer would, before it counts
- Phone tap from a service page2:14 pm, phoneLead
- Quote form sent3:40 pm, desktopLead
- Click through to online booking5:02 pm, phoneLead
- Directions clicked6:18 pm, phoneInterest
- Same visitor tapped again6:19 pm, phoneCounted once
Measure first, then change things
Tracking is step 3 of our 10-step process, before any page changes. A change made before tracking exists can never be judged. With it in place, every later decision rests on real numbers, not guesses.
Where the client starts
- A lead count from before we change anything
- The visit-to-lead rate: how many visits turn into calls and forms, recorded before any page changes, then every month
- A Measurement Readiness Score from 0 to 100, tracked month on month
The actions that count as a lead
A lead is someone reaching out to the business. These are the only actions we count.
Phone taps
Most local customers still call. A tap on the number is the clearest sign someone wants the business.
Forms sent
An inquiry, estimate or quote form. A customer putting the job in writing.
Email list signups
It hands over a way to get back in touch, so it counts.
Booking clicks
A click through to an online booking system, where booking happens off the site.
WhatsApp taps
Where the site has a WhatsApp chat link, a tap is someone reaching out.
Tracked, but never called a lead
These show the full picture of what visitors do beyond calling.
Email address clicks
Text message links
Map directions
Chat opened
Visits from the Google profile, shown on their own
The profile is often where a customer finds the business first. We make sure those visits are counted.
- Tags on the profile links
We add tracking tags to the website and booking links on the client's Google Business Profile.
- A customer taps through
Someone finds the business on Google and taps through to the site.
- Counted on its own
That visit shows up on its own in Google Analytics, apart from the rest of search.
- Saved every month
We also save the profile's own numbers: calls, direction requests and website clicks.
Three taps is one call
Each form counts once per visit, even if two tags fire on it.
- Google's automatic form guesses switched off, so a lead is never counted twice
- Old events that were wrongly counted as leads unmarked
- Rules that turn page views into fake leads removed
A visitor who taps the phone number three times is one lead.
Proved, not assumed
After setup we test it the way a customer would.
- 1
Tap the phone twice
A test browser taps the phone number twice and checks that one call click is recorded.
- 2
Test a form send
It acts out a successful form send and checks that exactly one lead is counted.
- 3
Send an empty form
Then it sends an empty form and checks that nothing is counted.
- 4
Watch it arrive
We watch it arrive in Google Analytics, then check again within two days.
Phone speed, from real visitors
A small tag records how fast pages load and respond on real visitors' phones. It tells us when speed is costing leads. It's never counted as a lead.
We don't touch the Ads account
If a client runs Google Ads, we track leads in a separate setup so we never change theirs. We flag any risk of double counting and give the Ads team one simple rule: one main conversion per lead, and everything else set as secondary.
How it shows the system is working
Tracking isn't set and forgotten. It's what lets you see the work paying off, month after month.
Leads in the report, only when they're right
The monthly report shows leads only when that month's tracking has passed its check. If it hasn't, the report says so instead of showing a number we can't stand behind.
An alert if tracking breaks
Our background checks look every day for Analytics that has stopped recording visits or leads, and every week for lead tracking that has started miscounting.
Before and after, every month
The visit-to-lead rate recorded before any page changes is the line every later month is measured against.
What we need
Access, then a yes.
We need access to the client's Google Analytics and Google Tag Manager.Nothing changes in either account until a person on our team approves the plan.
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