If You Can’t Measure It, You Can’t Improve It
Many business websites have analytics that count page views but miss the calls, forms and purchases that pay the bills. That makes it impossible to know what your marketing is worth.
What We Set Up
Common Tracking Problems We Find and How We Fix Them
Most sites we review already have Google Analytics installed. The problem is usually what it counts, not whether it exists. Here is what we look for in a tracking audit.
Problems We See Often
- Double counting. The same tag installed twice, or a thank-you page that counts a lead every time it is reloaded.
- Spam counted as leads. Bot form fills inflate your numbers and make campaigns look better than they are.
- Calls that never show up. If most of your customers call, and only forms are tracked, your reports leave out most of your leads.
- Lost booking tools. Third-party scheduling and payment pages often break tracking, so the sale shows up as coming from that tool instead of your ad.
- Your own visits mixed in. Staff and vendor traffic can skew small sites.
- Every click marked as a goal. When button clicks and page scrolls count as conversions, ad platforms optimize toward the wrong thing.
How We Fix Them
We start with an inventory of every tag on your site and every conversion in your accounts. Then we test each one by doing the action ourselves: submitting a form, placing a call, completing a booking.
Next we sort conversions into two groups. Primary conversions are the actions that can become revenue, like a qualified call or a purchase. Secondary actions are useful signals, but they do not drive bidding.
Finally, we document what each conversion means and where it fires. If someone else works on your site later, they can see what is tracked and why.
What We Need From You
- Admin access to Analytics, Tag Manager, your ad accounts and your website
- Login details for any call tracking, chat or booking tools you use
- Your definition of a good lead, such as a minimum job size or service area
What Tracking Can and Cannot Tell You
Good tracking shows which channels and campaigns produce calls, forms and sales. It cannot tie every lead to a source. People switch devices, decline cookies and hear about you from friends. We report that gap honestly instead of hiding it.
Better data also improves what happens after the click. See how we use it in landing pages and conversion rate optimization, read our guide to Google Ads leads that do not buy, or use our agency monthly report checklist to check what your reports should include.
