Call tracking and lead reporting for contractors

What we track

A lead can arrive in a few ways, and each one needs a method. We set up tracking so that your customers see your normal phone number and the same website, while we see where each lead started.

• Phone calls, tracked with numbers tied to specific sources.
• Website form submissions, tagged with where the visitor came from.
• Bookings, where your system allows it.
• Calls and leads from Google Ads and Local Services Ads campaigns.

Channel attribution: search, map pack, AI, and ads

Attribution means connecting a lead to its source. We sort leads into the main groups: organic search, the Google map pack, AI tools, and paid ads. That lets us say which work produced calls.

It is not perfect, and we will not pretend it is. A homeowner may see your name in a ChatGPT answer, then search for your company on Google and call. That can look like a branded search. A person may see your ad and call a month later from a saved number. We use the best available tracking and tell you where the picture is fuzzy.

What matters is the pattern over months. Even with some noise, you can see which channels grow and which fall flat.

Some examples of what the data can show: a map pack that produces many short calls from people shopping around, a service page that brings fewer calls but more booked estimates, or an ad campaign that spends a lot while producing little. Each points to a different decision.

The monthly Sonar Analytics report

Sonar Analytics is our reporting dashboard. It shows rankings, reviews, leads, and ad performance in one place, with automated monthly reporting. It comes with every growth service. If you only want reporting, it is also available standalone for $49 per month.

Each report comes with plain-language notes on what we think is happening and what we want to change. You should not need a marketing degree to read it.

The report also keeps us honest. If rankings go up and calls do not, it shows. If an ad campaign is expensive for what it produces, it shows. We would rather you see that and ask us about it than discover it a year later.

What we do with the numbers

A report is only useful if it changes something. When we see a campaign producing calls that never become jobs, we change the targeting. When a map pack ranking rises but calls do not, we check the profile and the landing path. When one service page outperforms, we build more like it.

This ties in with the rest of your marketing. Our digital marketing agency approach is to treat tracking as the thing that tells us where to spend the next dollar. And if you are choosing between channels, our lead generation strategies page explains how we think about it.

What we need from you

Tracking tells you who called. It does not tell you who hired you. For that, we need a little help.

This closes the loop. Once you tell us which leads became jobs, we can see the real cost of a booked job from each channel, not just the cost of a call. A channel that looks expensive by the call can turn out cheap by the job, and the reverse is just as common.

Tell us which leads turned into jobs, even in a rough way. A short note each month is enough. Answer the phone with a consistent greeting so tracked calls are easy to review. If you use a CRM, we can connect it. Our analytics integration service covers the site side.

It also helps to tell your office staff what we are doing. If whoever answers the phone knows to ask how the caller found you, that answer becomes another data point that sits next to the tracking. People are not always accurate about it, but the pattern is useful.

Pricing, fit, and what to expect

Call and form tracking is included in our Google Ads management, which is $650 per month plus a $499 setup, with ad spend paid to Google. Sonar Analytics is free with every growth service. See the pricing page for details.

This is for home service contractors doing $300K or more a year, with one partner per trade per market. Expect setup in the first weeks, then a first useful report after the first full month. The data gets more valuable the longer it runs, because seasonal patterns start to show.

A single month is a snapshot. A full year shows the shape of your business: the busy season, the slow stretch, and the months when a certain channel does most of the work. That is the information you need to plan hiring, budgets, and promotions. We do not promise any result, but we do promise you will be able to see what is happening.