Set up a click-to-call conversion for the tel: link in your header and footer. Most people looking for an emergency electrician or a burst pipe on a Saturday never fill in a form, they hit the number on their phone and start talking. If you are not counting that tap, you are not counting your business.

Set a call length threshold that matches how you actually sell. A 12 second call is usually a wrong number or someone asking do you cover Athlone when you do not. Sixty seconds is roughly the point where someone is describing the job, so count those as the real lead and let the short ones sit in a separate bucket.

Use a call tracking number on the website only, never on your van or your Google Business Profile. Swapping the number your customers already have written on a fridge magnet is asking for trouble, and mismatched numbers on your Business Profile can hurt your local listing. Website only, with your real number still shown to anyone who has your card.

Track WhatsApp and Messenger taps as separate conversions. Plenty of homeowners would rather send you a photo of a leaking valve or a cracked ridge tile than talk. If those chats turn into jobs for you, they need to be counted like any other lead.

Confirm GA4 is on every single page, including your town pages. Local service sites usually grow a long tail of pages like boiler servicing Naas or attic conversions Ennis, often added later by a different person. Those are exactly the pages pulling in local searches, so check the tag is on them.

Mark form submits, call taps and quote requests as key events. If nothing is marked as a key event, GA4 is just telling you about traffic, which does not pay for diesel. Key events are what let you say this page brought in nine enquiries last month.

Filter out your own visits and your web person’s. You and the office checking prices and photos twenty times a week makes a small local site look busier than it is. Add an internal traffic filter for your office IP so the numbers are the public’s, not yours.

Link GA4 and Google Search Console to your Google Ads account. Without the link you are guessing at which half of your enquiries came from paid and which came from your own hard earned ranking for your town. With it, you can stop paying twice for the same customer.

Give your high value pages their own conversion so you can see them separately. A full rewire, a new boiler with an SEAI grant, a flat roof replacement or a full garden redesign are worth many times a tap washer or a socket swap. Track enquiries from those pages separately or your best work disappears into the average.

Add a one line question to your quote form asking what the job is. A simple dropdown, emergency, repair, new install, service, tells you within a month whether your site is bringing in the work you want or just call outs. It also lets you route the good ones to your phone straight away.

Log the outcome of every tracked lead against the source for eight weeks. A whiteboard, a notebook or a column in your job sheet is fine, you need lead came from Google Ads, quoted 2,400, won. Eight weeks of that beats any dashboard because it tells you what a lead is actually worth to you in euro.

Set your lead actions to count One, not Every. If someone taps your number three times trying to get through while you are under a sink, Every counts three leads and makes a poor campaign look great. One customer, one conversion.

Delete or pause any conversion counting page views, scrolls or time on site. These get switched on by default and they poison your bidding, because Google will happily go find you people who scroll and never ring. Only real enquiries should be in the Primary column.

Test it yourself from a phone off the office wifi. Ring the tracking number, submit a test quote form, then check both landed in Google Ads and GA4 within a day. Do this again any time your website is updated, because a new theme or plugin will quietly knock a tag off.

Tag your Business Profile website link so those visits show up separately in GA4. Without a tag, people arriving from your map listing get lumped in with general organic and your profile looks like it does nothing. Tag it and you will see it is often your best source of local calls.

Note your Business Profile calls each month, they are not in Google Ads or GA4. Someone tapping Call straight from the map in Tullamore never touches your website, so no tag will ever see it. Write the monthly figure down so it counts towards your real total.

Every month, work out cost per booked job, not cost per lead, and act on it. Take what you spent, divide by the jobs you actually won from it, and compare that to your average job value. If a campaign for emergency call outs costs you 60 a job on work worth 400, feed it more, and if your gutter cleaning ads cost 90 a job on work worth 120, turn them down or off. That one calculation, done honestly every month, is worth more than any dashboard you will ever look at.