Know which marketing actually produced a customer
Most reporting stops when somebody fills in a form. That tells you an enquiry happened. It does not tell you whether it was worth having, or which campaign deserves the credit.
From phone call to keyword, and back again
A customer searches, clicks an ad, and telephones. In most accounts that call is invisible, it never appears in Google Ads, so the campaign that produced it looks like it produced nothing.
We connect the call to the click, review the outcome, and feed only the genuine enquiries back. The advertising platform then learns from real business rather than from every form fill it can find.
| Source | Leads | Qualified | Revenue |
|---|---|---|---|
| Google Ads | 142 | 88 | £61,400 |
| Organic search | 96 | 54 | £38,900 |
| Google Business Profile | 61 | 44 | £24,150 |
| Paid social | 38 | 19 | £9,800 |
“…we’re after a price on 200mm spiral, about forty lengths, delivered to site next week…”
Mark the outcome
Connecting a phone call back to the keyword that produced it
Two campaigns can produce thirty leads each at the same cost per lead. One yields fifteen real opportunities, the other three. Only one report shows the difference.
The things standard reporting misses
Attribution is not one tool. It is a set of connections between things that usually sit in separate systems.
Calls
Dynamic number insertion ties each call to the visit, the source, the campaign and, where available, the search term behind it.
Forms
Submissions carry their source with them, so an enquiry three weeks after the first visit is still credited correctly.
Outcomes
Good lead, bad lead, wrong number, existing customer. Recorded against the enquiry so quality can be measured, not guessed.
Journeys
Most customers touch several sources before buying. Last-click reporting hands all the credit to whichever one happened to be last.
Offline outcomes
Where your systems can tell us what happened after the enquiry, that data can be fed back to the advertising platforms.
Your own systems
If the answer lives in your CRM or job system, we can usually connect to it, including ones we did not build.
What sits behind the tracking
We use advanced call tracking and attribution technology to connect calls, forms and customer journeys back to the campaigns and keywords that generated them. Dynamic numbers, session stitching and outcome recording, joined into one view.
What matters commercially is the second half: choosing which outcomes count. Sending every form fill back to Google as a conversion teaches it to find you more form fills. Sending only the genuine enquiries teaches it to find you more customers.
The right level of attribution depends on the account, so we scope it with you rather than applying the same setup to everyone.
Lead types
Send these leads into Google
Lead outcomes
Only send conversions that have these outcomes
- Booked job
- Callback requested
- Interested, needs access
- Price not agreed
- Spam / bot
- Wrong number
- Job seeker
- Existing customer
How we put it in place
Audit what exists
Most accounts already have tracking. It is usually measuring the wrong things, or double-counting.
Agree what counts
What does a genuinely good enquiry look like for your business? Everything else follows from that answer.
Connect the channels
Call tracking, form tracking and analytics configured so every enquiry carries its source.
Record outcomes
A simple way for whoever answers the phone to mark what the enquiry actually was.
Feed it back
Where the systems support it, qualified outcomes are returned to the platforms so bidding improves.
What people ask about attribution
Do I need this if I already have Google Analytics?
GA4 tells you what happened on the website. It cannot tell you whether the person who phoned was a real customer or someone selling you photocopier toner. Those are different questions, and the second one is the commercial one.
Will call tracking change my phone number?
Your published number stays as it is. Tracking numbers are shown dynamically to website visitors, and calls route through to the same phone as always.
Does this work if we do not use your other services?
Yes. Attribution is often the first piece of work we do for a business, sometimes for accounts another agency is managing. Knowing what is working is useful regardless of who is doing the work.
What if our sales process happens offline?
That is the normal case for most trade and service businesses, and it is exactly the gap this closes. The enquiry is captured digitally, the outcome is recorded by whoever handles it, and the two are joined up.
Find out what your reporting is missing
We will look at your current tracking and tell you what it can and cannot answer, before you commit to anything.
