What to track
| Lead type | How to track it |
|---|---|
| Form submissions | A key event in GA4 when the form succeeds, plus a CRM record |
| Bookings | A key event when the booking confirms |
| Phone link taps | A key event when someone taps the number on a phone |
| Actual calls | Call tracking numbers that show the source and length |
| Ad conversions | Google Ads call and form conversions linked to campaigns |
How call tracking works
Call tracking shows a different phone number depending on how the visitor arrived, like Google Ads, organic search or a social post. Calls forward to your real line, and the system records the source, time and length. Dynamic number insertion swaps the number on the website automatically.
Keep your main number consistent where it counts. Your Business Profile, listings and printed materials should use your main number. Google's Business Profile guidelines ask for a number that connects directly to your business.
Send leads to one place
Every lead should land in your CRM with its details and source. That covers the page, the first page visited, the ad click ID and any UTM tags. Our forms send this to Smarfle, our CRM, or to the CRM you already use.
Turn data into decisions
- Which pages bring the most leads per visit?
- Which campaigns bring calls that become customers?
- Which services get requests but few bookings?
- What time of day do calls go unanswered?
Good example. A law firm sees that its car accident page brings 40% of form leads and that most calls arrive after 6 pm. It extends answering hours and doubles down on that page.
Bad example. The same firm counts only "contact us" page views. It cannot tell which ads or pages bring cases.
Read which analytics to install. Our web design team tests every tracked event before launch.