“How did you hear about us?” is a fine question. But people forget, mix things up and say “Google” when they saw a Facebook ad first. If you spend money on marketing, you need a better answer than memory.
What attribution means here
Attribution just means recording where each lead came from, then connecting that to estimates and sold jobs. You don’t need a data team. You need a few habits and some tagging.
A simple setup in five steps
- Use a separate tracking phone number per source. One for your website, one for your Google profile, one for ads. Calls to each are logged automatically.
- Tag your links. Ad and email links should carry UTM tags so you can see which campaign a visitor clicked.
- Track form submissions and calls as events. Install Google Tag Manager and send events to Google Analytics 4 when someone submits a form or taps to call.
- Record the source in your CRM. Every new lead gets a source field, filled in automatically where possible and by your team where not.
- Close the loop. When a job is sold, the CRM shows which source the lead came from.
What you can now answer
- Which sources send the most leads
- Which send the most booked estimates
- Which send sold jobs and at what cost
That last one matters most. It’s explained in cost per booked estimate.
Keep it honest
Tracking won’t be perfect. Some calls come from a saved number or a referral. Use the data to see patterns, not to chase every individual lead. And be careful about privacy: tell people on your privacy page what you collect.
This is a core part of our complete marketing systems.
