Recorded calls and forms
The contact actions shown by the dated account record. Calls and forms are counted separately.
The measurement standard
How I count conversions and report spend.
I test every call and form path, count each conversion once, and show where every dollar went. Every number has a source and a reporting period.
How an ad click is measured
From search click to your monthly report.
- Step 1
Ad impression & click
Google Ad brings in a local call or form
A homeowner searches for your service and contacts your business.
- Step 2
Tracking records the event
GTM & GA4 record the contact event
I test call and form tags before launch. Each lead links to its ad and search term.
- Step 3
Lead quality check
Screen calls, forms & service fit
Call-length and form rules, agreed before launch, filter out the noise.
How contacts are separated
✓ Verified / Qualified LeadPasses call and form checks and fits your area. Added to your monthly report.
✕ Failed Form / DIY / Wrong AreaLeft out of lead totals. Bad searches are blocked with negative words.
- Step 4
Monthly report & next step
Sample report- Ad spend
- $1,200
- Verified leads
- 44
- Cost per lead
- $27.27
Your one-page monthly report
See spend, calls and forms, checks, and my advice: continue, change, or stop.
Start with the contact
Use the right label for each stage.
Verified leads
Real calls and forms that pass quality checks. Filters and duplicate rules are written down.
Qualified leads
Requests for a service you offer, in an area you cover. Each one has a real need and working contact details.
Before launch
Test what counts, then check it live.
Calls
Set a call length that fits your trade, such as over 60 seconds. Check real calls, repeat callers, and service fit. Call length is one filter, not the whole check.
Forms
Use spam blocks, test real form sends, and check for double fires. A failed send or a phone tap stays separate from a real lead.
Where the money went
Every dollar, broken down.
Spend is reported three ways, so you can see what each part of the account cost and what it brought in.
By campaign
Spend, calls, forms, and cost per contact for each campaign, so budget can move toward what works.
By search term
The searches the money went on. Terms that bring no fitting calls or forms are blocked as negatives.
By contact type
Calls and forms counted separately, with call length shown, so one never inflates the other.
Spend and math
Show the cost basis behind the number.
Cost per call or form
Ad spend divided by recorded calls and forms. For example, $1,200 in ad spend ÷ 36 contacts = $33.33 each. The count, currency, and dates are named.
My fee, on its own line
The management fee is shown apart from ad spend, so you can add it in and see the all-in cost per contact yourself.
The report counts calls and forms. Which of them became jobs is tracked in your own records.
Your monthly report
The numbers and the next step, on one page.
See spend, recorded calls and forms, quality checks, and my advice: continue, change, or stop.
The form sends your details to me by email. I reply personally.