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06.02Call tracking & attribution

Follow every lead from click to revenue.

For most service businesses the phone is the conversion, and the sale happens days later in a CRM. Attribution connects the two — which keyword made the call, which call became a job, what the job was worth — so budget goes where the revenue comes from.

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  • CallRail
  • WhatConverts
  • CTM
  • HubSpot
  • ServiceTitan
  • Housecall Pro
  • Jobber
  • Salesforce
Analytics & Strategy — the Zorva bot (illustration)Module 06 · Analytics & Strategy
The problem

The phone rings, the source is lost

Without call tracking, every phone lead is 'direct' and every channel claims it. Without CRM integration, a hundred leads look the same whether they closed or not. Ads get optimized for the cheapest call rather than the most valuable job, and the best channel can look like the worst.

What we do

Scope of the work

  • 01Call tracking with dynamic number insertion by source, campaign and keyword
  • 02Call recording, transcription and lead scoring; spam filtering
  • 03Form, chat and text tracking under the same attribution model
  • 04CRM integration: leads land with source, campaign and click IDs attached
  • 05Offline conversion imports to Google, Microsoft and Meta with real values
  • 06Multi-touch reporting: first touch, last touch and the path between
  • 07Business Profile and organic call attribution alongside paid
How it is measured
Revenue by channel, campaign and keyword
Cost per booked job, not just per lead
Lead quality score by source
Proposal

Scoped in a written proposal within one business day. The whole price is stated before work starts.

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How we run it

Call Tracking & Attribution, step by step.

Step 01

Instrument

Numbers, forms and chats are tracked to their source across the site and profiles.

Step 02

Connect

Leads flow into the CRM with attribution intact.

Step 03

Close the loop

Won deals and their values go back to the ad platforms as offline conversions.

Step 04

Report in revenue

Channels and campaigns are reported by revenue and return, not by calls.

Questions

Call Tracking & Attribution, answered.

Does call tracking hurt local SEO?
Not when done correctly. Your primary number stays on your Business Profile and in your structured data; tracking numbers are swapped in dynamically for visitors from specific sources. The consistent NAP signal is preserved.
What are offline conversions?
Sales outcomes that happen after the click — a signed contract, a completed job — sent back to the ad platforms with their value. They let Google and Meta optimize toward customers rather than form fills.
Which CRMs do you integrate with?
HubSpot, Salesforce, ServiceTitan, Housecall Pro, Jobber, Clio, Pipedrive and most systems with an API or a webhook. If yours is unusual, we map it.
Do you listen to the calls?
Recordings and transcripts are scored for lead quality — was it a real inquiry, was it booked, what did they ask for — which feeds attribution and shows where the front desk is losing leads.
Works with

Related capabilities

06.01

Analytics, GA4 & Conversion Tracking

Conversion tracking where a conversion is a real lead.

Open03.01

Google Ads Management

Consolidated broad-match campaigns, tracking verified before spend.

Open03.07

Google Local Services Ads (LSA) Management

Local Services Ads: verification, disputes and response time.

Open06.03

Reporting & Marketing Dashboards

One dashboard and a monthly report from first-party data.

Open
All of module 06 · Analytics & Strategy →
Proposal

Get a written plan for Call Tracking & Attribution in one business day.

Free scan first, then the written plan.

ReplyOne business day
ProposalWritten · scoped · priced
ContractMonth to month
Phone(629) 298-8241
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No spam · One business day reply · Month to month