Short answer: Track the actions that lead to jobs, not just visits: phone calls, form submissions, and booked appointments. Set up call tracking, connect your forms to Google Analytics, ask every new customer how they found you, and compare those numbers to what you spend.
Many contractors know roughly how many people visit their website and have no idea how many of them called. Traffic feels like progress, but it does not pay the bills.
Decide what counts as a lead
For most contractors, three actions matter:
- A phone call from the website.
- A contact or quote form submission.
- A booked appointment, if you take bookings online.
Everything else, like page views and time on site, is useful background, not the goal.
Track phone calls
Phone calls are where most contractor leads happen, and they are the easiest to miss in your data.
- Make every phone number on your site a tap-to-call link, and track those taps as an event in Google Analytics.
- Use a call tracking number on your website that forwards to your phone. It shows which calls came from the site and, in many tools, which page or ad they came from.
- Keep your main number on your Google Business Profile consistent, and track profile calls in your Google Business Profile performance report.
Track forms
Send people to a thank-you page after they submit a form, or fire an event when the form is sent. Then mark it as a key event in Google Analytics, so you can see how many forms came in each month and from which pages.
Ask every customer
Technology misses things. A simple question at the first call, “How did you hear about us?”, fills the gaps. Write the answer in your CRM or job software every time.
After a few months, you will know whether Google, referrals, or ads are really bringing your best jobs.
Connect leads to jobs and revenue
- Leads per month, by source.
- How many became quotes.
- How many quotes became jobs.
- Revenue from those jobs.
Even a simple spreadsheet with these four columns tells you more than any traffic report.
Free tools that cover most of it
- Google Analytics 4: visits, sources, form submissions, and call clicks.
- Google Search Console: which searches show your site and how often people click.
- Google Business Profile performance: calls, direction requests, and website clicks from your listing.
Common tracking mistakes
- Counting every website visit as a lead.
- Using a call tracking number on your Google Business Profile without understanding how it affects your listing details. Keep your main number as the primary one.
- Forms that go to an inbox nobody checks, so leads are tracked but never answered.
- Never writing down where customers came from, so you cannot tell good sources from bad ones.
- Judging a channel after one slow week instead of a full month or more.
Fixing these is mostly about habits, not technology, and it pays off every time you decide where to spend your marketing money.
Review it monthly
Once a month, look at leads by source and cost per job. If a source brings traffic but no calls, fix the page or stop paying for it. And if leads are coming in but not turning into jobs, check your response time. Our guide on missed calls explains why it matters so much.
Related reading
- What Happens When You Miss a Call From a New Customer?
- Is Your SEO Agency Actually Doing Anything?
- What Should Be on My Contractor Website Homepage?
Not sure your website is bringing in work? We will set up simple tracking for calls and forms and show you, in plain English, which sources are actually bringing you jobs.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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