Marketing ServicesMarketing Analytics
CHICAGO MARKETING ANALYTICS AGENCY
Which Calls Were Customers, and What Sent Them.
Marketing analytics for contractors and service businesses: every number and form tracked, every call recorded and judged, and one report a month that tells you which calls were real, where they came from and what we’re doing next, in a tracking login that’s in your name.
Lead Performance Snapshot
Chicago Plumbing Co (Sample)
August 2026
- 232 Total leads
- 102 Qualified leads
- 44% Qualified rate
The August 2026 Snapshot
The first paragraph tells you the month.
August brought in 232 leads across every channel we track, up from 204 in July. 102 were qualified: a real person asking about a real job in your service area.
SampleYour month, first page
MARKETING AGENCY REPORTS
A Pretty Report With Nothing Behind It
Most agency reports show impressions, clicks, website traffic and rankings, all climbing, and look great from the front. Walk around the back and they’re propped up, with no proof behind them.
Monthly Marketing Report
This month
Impressions48,200up 31%
an ad on a screen, not a person on the phone
Clicks1,960up 24%
a click isn’t a call
Site visits3,410up 18%
competitors and job seekers count too
Keywords on page one42up 9
ranking for searches nobody calls from
SAMPLE Behind every number: no name, no recording, no booked job.
HOW CALL TRACKING WORKS
Your Plan Is the Map. Tracking Is the Compass.
Without tracking, you’re running a blind campaign. It’s like sailing a boat with a very detailed map and no compass.
- Google Ads
- Local Services
- Google Business Profile
- Your website from search
- AI answers
- Yelp
- Direct
- Your office
Your Google Listing Stays Safe
Tracking is set up so your business name, address and phone stay consistent everywhere Google checks.
Every Call Is Recorded
Recording follows each state’s call recording laws. You can listen to any call in your login.
We Set It Up First
Tracking, GA4 and Google Tag Manager go in during Phase 1, before a single marketing campaign or page goes live, because a month without them can’t be measured later.
Sailing Blind
Most companies we take on have never had conversion tracking on their digital marketing. Money goes out every month and nobody can say what came back.
With tracking, every dollar has a direction, and we raise the budget on what the data says is working, not on a hunch.
QUALIFIED LEAD TRACKING
Four in Ten Calls Are Customers. Here’s Which Four.
An independent study of more than 70 million home services calls and our own clients land in the same place. Here’s what we take out, in order, before anything counts.
860 in
- The same caller twice is one lead, not two.
- Our own test calls never count.
- Wrong numbers and people looking for another business.
- Hang ups and calls where nobody talked about a job.
- Callers outside your service area. When in doubt, it stays in.
- Services you don’t offer.
350 through
A 15 second call that ends with “text me a picture of it” still counts. We judge what was said, not how long it lasted.
Every lead still shows on your report, so you can see what came in. Only the ones that pass count as qualified, and only those go back to Google Ads as a conversion, so Google learns to find more of them.
A person on our team reviews every lead before it counts. When your CRM is connected, a booking marks it for us.
COST PER LEAD AND BOOKED JOB
Connect Your CRM and We Count to the Booked Job.
Most reports go vague here. How far we count depends on one thing: whether we can see your bookings.
Sample
Calls and forms by source
Real leads
CRM Connected
Booked jobs
A booking in your CRM marks the lead for us.
Cost per booked job, by channel
| Google Ads | $267 |
|---|---|
| Local Services | $156 |
| Yelp | $600 |
No CRM Access, or No CRM
A person on our team reviews each one.
Cost per real lead, by channel
| Google Ads | $139 |
|---|---|
| Local Services | $74 |
| Yelp | $200 |
Your office owns what happens after the answer.
Your choice, and you can change it any month. Plenty of owners keep their CRM to themselves; the report is still honest either way.
- ServiceTitan can join a call to the job, on its Marketing Pro package.
- Housecall Pro has a cost per job column that someone fills by hand.
- Jobber shows revenue by lead source with no cost beside it.
- On paper, the lead source is whatever the person who answered wrote down.
Our part is the same in all four: the source, the verdict and the cost.
About half of callers to home services businesses reach a person (Invoca, 2026). A real lead that rings out is still a real lead, and it’s the most expensive one you’ll get.
YOUR MARKETING ANALYTICS REPORT
One Report a Month. Here’s How to Read It.
No dashboard to decode: one report, the same at every plan, in the order you’d ask the questions. Here’s a sample, with notes on what each part tells you.
Lead Performance Snapshot
Chicago Plumbing Co (Sample)
August 2026
The Three Numbers
The total is everything that came in. The qualified count is what passed the gate. Watch the rate, not the total.
- 232Total leads
- 102Qualified leads
- 44%Qualified rate
The Month in a Paragraph
Read this first. If something changed, it’s here before any table.
The August 2026 Snapshot
August brought in 232 leads across every channel we track, up from 204 in July. 102 were qualified: a real person asking about a real job in your service area. That is a 44 percent qualified rate, up from 39. Your CRM is connected, so we followed those leads to the schedule: 45 became booked jobs, up from 36. Paid channels booked at $265 a job against your $250 break even, down from $301 in July. Local Services and Google Ads carried the month. Meta and Yelp did not earn their spend, and both change in September. Before any number here was counted, 31 repeat calls from the same people were counted once. The 130 leads that did not qualify include 14 robocalls and sales pitches, 6 of them on the Referral line. This is a sample report. The business and every number in it are made up.
Leads by Channel
A channel with lots of leads and a low qualified rate is sending the wrong people. Without CRM access the last two columns aren’t there, and the report stops at real leads.
Leads by Channel
| Channel | Leads | Qualified | Qualified rate | Booked | Paid Cost per Job |
|---|---|---|---|---|---|
| Google Business Profile | 58 | 28 | 48% | 11 | Not a paid channel |
| Google Ads (Paid Search) | 52 | 23 | 44% | 12 | $267 |
| Google Local Services Ads | 38 | 19 | 50% | 9 | $156 |
| Google Organic Search | 27 | 14 | 52% | 6 | Not a paid channel |
| Meta Ads (Lead Forms) | 18 | 5 | 28% | 1 | $900 |
| Yelp Ads | 11 | 3 | 27% | 1 | $600 |
| Direct | 9 | 3 | 33% | 1 | Not a paid channel |
| Referral | 6 | 0 | 0% | 0 | Not a paid channel |
| AI Search (ChatGPT) | 5 | 3 | 60% | 2 | Not a paid channel |
| ChatGPT Ads (Test) | 4 | 2 | 50% | 1 | $250 |
| Bing Organic Search | 4 | 2 | 50% | 1 | Not a paid channel |
| Total | 232 | 102 | 44% | 45 | $265 |
Booked jobs come from your CRM, matched to the lead that started them. Paid cost per job is ad spend divided by booked jobs, on paid channels only.
What People Are Calling About
This is your demand, in your customers’ words.
What People Are Calling About
Qualified leads by the job they asked about:
- Drain cleaning 31
- Sewer line repair and camera inspection 21
- Water heaters 18
- Sump pumps 13
- Leak repair 10
- Other or not specified 9
Prepared by Rescue MarketingPage 1
(708) 555-0142
Sample- Summary
- Backed up drain and a wet basement after the August 18 storm.
Want the call itself? It’s in your own login, every one of them.
Channel by Channel
The numbers say what; this says why.
Channel-by-Channel Read
- Google Business ProfileMost qualified calls were backed up drains and wet basements after the August 18 storm, from people who found the listing in Maps.
- Google Ads (Paid Search)52 leads, 23 qualified and 12 booked on $3,200. Sewer and drain searches booked best and emergency plumber searches the least.
- Google Local Services AdsEvery lead was answered and rated within a day, and the profile held its visibility all month.
- Google Organic SearchThe sewer line repair cost guide and the Oak Lawn and Orland Park pages logged the most calls.
- Meta Ads (Lead Forms)18 form leads from the $99 sump pump check offer, 5 qualified and 1 booked on $900. The forms were cheap to get and hard to reach: most people did not pick up the callback.
- Yelp Ads11 leads, 3 qualified and 1 booked on $600. Most calls were price checks and requests for work you do not do. Over break even for the third month running.
- ReferralNone qualified: two directory sales pitches and four robocalls offering business loans.
What the Ad Spend Returned
This is your ROI on ad spend, and where the pretty report above gets fixed.
Google Ads: What the Spend Returned
Lead counts here come from call tracking, the same numbers as the tables above, so nothing is counted twice.
| Metric | July | August |
|---|---|---|
| Ad spend | $3,150 | $3,200 |
| Clicks to the website | 214 | 228 |
| Leads by call tracking | 47 | 52 |
| Qualified leads | 19 | 23 |
| Booked jobs | 9 | 12 |
| Cost per qualified lead | $166 | $139 |
| Cost per booked job | $350 | $267 |
| Searches missed for lack of budget | 11% | 9% |
What the search terms show
- Sewer and drain searches did the work. “Sewer line repair near me” and the main drain clog searches booked 7 of the 12 jobs at about $185 each.
- “Emergency plumber” clicks cost the most and booked the least: $1,100 for 2 jobs.
- Twelve searches for jobs, parts and do it yourself help were added as negatives, so those clicks stop.
Google Ads also logged 71 actions for August: phone button taps, form views and the same caller more than once. None of those teach Google. We send it only the 23 qualified leads as conversions, and we report leads from call tracking.
Prepared by Rescue MarketingPage 2
Two Kinds of ChatGPT
New channels get labeled honestly.
Two Kinds of ChatGPT
ChatGPT shows up twice on this report. AI Search (ChatGPT) is free: someone asked ChatGPT for a plumber and it named you, thanks to the cost guides and town pages on your site. 5 leads, 3 qualified, 2 booked. ChatGPT Ads is paid and still a test: $250 bought 4 leads and 1 booked job, right at break even. ChatGPT cannot yet pass every ad click through to tracking, so we read those numbers as directional and judge the test after 90 days.
Where the Leads Came From
Where to put the next page, the next ad dollar, or the next truck.
Where the Leads Are Coming From
Calls came in from Oak Lawn, Orland Park, Tinley Park, Berwyn, Cicero, Chicago (Beverly, Mount Greenwood, Garfield Ridge) and surrounding ZIPs in the 708, 773, 630, 815 area codes.
What We’re Doing Next
Every optimization is written down before we act on it.
What We’re Focused on Next
- Google Ads. Moving $600 from emergency plumber searches into sewer and drain searches, where jobs booked at about $185. Total budget holds at $3,200.
- Local Services. Adding $300 a month. It booked the cheapest jobs on the account and still has room in your area.
- Meta Ads. The sump pump check switches from a lead form to a call ad. If it does not book under $250 a job by the end of September, it pauses until winter.
- ChatGPT Ads. The test continues at $250. We call it after 90 days, not after one good or bad month.
- Yelp. Cutting the budget from $600 to $300 and narrowing the service categories to the jobs you want.
- AI Search and SEO. Publishing the sump pump replacement cost guide and the Tinley Park page. The sewer cost guide is what ChatGPT quoted when it named you in August.
- Answering. Seven weekday evening calls reached voicemail and three never called back. We will walk you through after hours answering options on our next call.
Prepared by Rescue MarketingPage 3
Why a sample? We can’t share a real client’s report. It’s their business, and sharing it would be an invasion of their privacy. We value the privacy of our partners, so this one is built exactly like theirs, with a made up company and made up numbers.
YOUR MARKETING DATA
The Numbers, Recordings and Login Are in Your Name
Tracking numbers end up everywhere: your listing, your site, sometimes your trucks. That’s why they’re yours from day one.
- The tracking numbers
- Every recording and lead record
- Your Google Analytics
- The tracking login itself
The day you leave, the numbers keep ringing your phone.
Already Have Tools?
If your field software already tracks where jobs come from, we connect to it rather than replace it. It sees the calls that booked. We see the calls that didn’t, and why.
Already paying for call tracking? We check that it’s working and keep what does. If it isn’t, we recommend a setup that fits your software and your budget.
“I Just Ask How They Heard About Us”
Keep asking. The answer is usually “Google,” and Google is four different things: an ad, the map listing, Local Services and your website. Tracking tells them apart.
Not a Fit
You want a custom dashboard with forty charts, or every call counted so the report looks bigger. We’ll say so on the first call.
LEAD SOURCE TRACKING BY TRADE
Every Trade Rings From Different Places
The route map is the same for everyone; where the calls come from isn’t. Here’s what we watch first in your trade, and the question your report answers.
Plumbing
We watch
- Google Business Profile
- Local Services
- Your website from search
“Did the emergencies come from your listing, and the replacement quotes from your cost guides?”
HVAC
We watch
- Local Services
- Google Business Profile
- Google Ads
“On the first cold night, did the no heat calls come from Local Services or your listing?”
Roofing
We watch
- Google Ads
- Direct
- Your website from search
“After the storm, did the calls come from your ads, or from people who already had your number?”
Landscaping
We watch
- Google Business Profile
- Your website from search
“Did the spring cleanups book from Facebook or from your listing?”
Small Businesses
We watch
- Google Business Profile
- AI answers
- Your website from search
“Which calls came from AI answers, and did any of them book?”
Service Businesses
We watch
- Your website from search
- Yelp
- AI answers
“Which bookings started on your website, and which started on Yelp?”
CHICAGO MARKETING ANALYTICS QUESTIONS
Yeah, But… Is Tracking Worth Paying For?
Four things owners ask about tracking before they pay for it, answered the way we’d answer on the phone.
FREE AI VISIBILITY AUDIT
Book Now To Get Your Phone Ringing & Schedule Fully Booked
A $497 audit, free. We check your phone, your rankings, your AI visibility and your tracking, then give you one number: what you are leaking a month.