Analytics and Conversion Tracking
Which of the things you pay for brought the job. Every call, form, chat and booking your business in metro Detroit or across Michigan receives, traced to the ad, page or listing that produced it, joined to the job it became, on one page a month.
Talk to usIn short
Every enquiry your Michigan business receives, tagged with what produced it and joined to the job it became, so the monthly page shows jobs and revenue by source and the decision to keep, trim or pause is made with the numbers in front of you.
- Call tracking by source, your real number kept
- Every form, chat and booking tagged as it arrives
- Jobs and revenue by source, from your own CRM
- One page a month, in accounts you own
Why every tool says it worked
The ads say the ads worked. The website says the website did.
Nielsen asked 1,400 marketers and found that 32% measure their spending across channels together. The rest read each channel in its own tool, where it always looks like it worked. A small business is worse off than that: it usually has the tools and has never opened them.
We tag every enquiry with what produced it, the ad, the page, the listing, the search term, and join it to the job it became in the system you already run. The monthly page is then jobs and revenue by source, with a suggestion beside each line, and the decision to keep, trim or pause is yours, made with the call and the job in front of you rather than the click.
Illustrative. The numbers are the shape of a monthly report, not a forecast. The decision at the end of each row is yours; the report exists so it can be made with the call and the job in front of you.
- 32%
- of marketers measure their spending across digital and traditional channels together; the rest read each channel in its own tool
- 1,400
- marketers surveyed for that figure, in North America, Europe, Asia-Pacific and Latin America, in early 2025
Nielsen, Annual Marketing Report, 2025.
In the work
Calls, forms, the setup, the jobs, the page, the privacy
Call tracking that keeps your number
A different number shown to each source on the site, so a call says where it came from, with your real number kept on the listing the way Google's own guidance describes. Callers are told the call is recorded. The number on the truck never changes.
Every form, chat and booking tagged
Source, campaign, page and search term attached to each enquiry as it arrives, so the record in your CRM already knows what produced it and nobody has to ask the customer how they heard of you.
One analytics setup, done properly
Google Analytics configured for a business rather than a blog: the events that matter defined, spam filtered, consent handled, the reports that nobody reads switched off. Most small business accounts were set up once by a web designer and never opened.
Jobs, not leads
The CRM or job system closes the loop: which enquiry became a job and what it was worth, typed once by whoever closed it. The report is then in jobs and revenue by source, which is the only version that supports a decision.
The monthly page
What you paid for, what each produced in calls, jobs and revenue, and what that suggests: keep, trim, pause. One page, the same shape every month, with the numbers behind it a click away in accounts you own.
Privacy, handled
A consent banner where the law needs one, nothing sent to an ad platform that a practice may not send, and a plain list of what is collected and why. Tracking that would embarrass you in front of a customer is not installed.
Getting there
Inventory, instrument, connect the outcome, read, decide
- 01
Inventory
Every place a customer can arrive from and every place an enquiry can land. Most businesses find a form that goes to a former employee's inbox.
- 02
Instrument
Tracking numbers per source, tags on every form and chat, analytics configured, the listing's calls counted. Nothing goes live until a test call and a test form appear in the report with the right source.
- 03
Connect the outcome
The CRM or job system linked, so an enquiry becomes a job in the report when it becomes one in your business.
- 04
Read the first month
The first report is read together, line by line, because the first month always contains a surprise about where the customers come from.
- 05
Decide monthly
Keep, trim, pause. The report supports the decision; you make it. What changed is recorded so next month's page shows whether it worked.
Fitted work
What comes up here, specifically
The practice that cannot use pixels
A Michigan clinic or dental practice may not send patient page visits to an advertising platform, and most of them are doing it without knowing. We remove the tracking a practice may not run, measure in aggregate, and say plainly what is and is not being collected.
The county report
Jobs by county and city, not just by source. It is how a Farmington Hills contractor finds out that Macomb County is producing the calls and the ads are running in Washtenaw.
The seasonal read
October is compared with last October, not with September. A furnace company's report that panics in May and celebrates in November is reading the weather, and ours is built not to.
The phone that rings from the listing
For most Michigan trades the Google listing is the biggest source of calls and the one nobody counts. The listing's calls are tracked alongside the site's, so the report shows the listing beating the ads when it does.
Right time when
When this is worth doing
A good fit
- You pay for three or more things that bring customers and cannot rank them
- Customers are asked how they heard of you and the answer is written on a pad
- Analytics was set up by the web designer and has not been opened since
- You are about to spend more on ads and want to know what the last spend did
Not a fit
- One source brings every customer and you already know which
- You want a dashboard for its own sake rather than a decision
- You want to track people rather than sources, which we will not build
Scope
What we do not track
Track what the question does not need
No cross-site tracking, no data sold or shared, no identity resolution on people who called for a quote. The question is which source produced the job; that is what is collected.
Report vanity
Impressions, followers, sessions and bounce rates appear on the page only where they explain a call or a job. A number that cannot change a decision is not on the page.
Make the decision for you
The report says what each source produced and what that suggests. Whether to cut the campaign that produced clicks and no jobs is yours to decide, with the numbers in front of you.
Reasonable to ask
Before you commission it
Does call tracking hurt local search rankings?
Not when it is set up the way Google's own guidance describes: your real number stays on the listing and the tracking number is added alongside it, and on the site the tracking number is swapped in only for visitors from a tracked source. Done carelessly it can; that is why it is done this way.
Do we need Google Analytics?
You need one properly configured analytics tool and Google Analytics is the usual one, because it connects to Search Console and Google Ads. It is set up in an account you own, with the events that matter defined and the reports you will never read turned off.
What about HIPAA for a practice?
Patient page visits may not be sent to advertising platforms, and many practices are doing it through pixels installed years ago. We remove what a practice may not run, measure in aggregate, and document what is collected. This is how the system is built, not legal advice; your compliance officer confirms it for your practice.
Can we see the numbers ourselves?
Yes. The accounts are yours, the dashboard is live, and the monthly page is a summary of what you could read any day. If we stop working together you keep all of it, with the setup documented.
Can it track calls from our Google listing?
Yes. The listing's calls are counted with a tracking number added the way Google describes, with your real number kept on the listing, so the report shows the listing beside the site and the ads. For most trades it is the line that surprises.
List what you pay for.
The ads, the directories, the site, the listing, the social account, the mailer. We will tell you which of them can be traced to a job today, which cannot, and what it would take to see all of them on one page.
Talk to us