Measurement · United States
Ad tracking and attribution for service businesses
If your ads cannot see which leads became jobs, they will keep buying the cheapest leads they can find. Tracking is not reporting. It is how you steer the algorithm.
Ad platforms learn from what you tell them counts as success. Tell Meta every form fill is a win and it will find people who fill in forms. Tell Google every click to call is a conversion and it will chase the three-second calls. The fix is feeding them the truth, which leads were qualified, which booked, and which became revenue.
That starts with collection that works. The Meta pixel alone misses a large share of conversions since iOS privacy changes, so we pair it with the Conversions API server-side. On Google, enhanced conversions and offline conversion import. Call tracking with dynamic numbers, so phone leads are attributed to the campaign and keyword that produced them.
Then we connect your CRM. Lead stages flow back to Meta and Google automatically. A lead marked booked or sold becomes a signal the platforms can optimize toward. It is the single highest-leverage piece of plumbing in a paid account, and almost nobody has it.
And we never report a platform number on its own. Platforms over-count and double count. Every figure we report is reconciled across the ad platform, your call tracking and your CRM, so the number you read is the number that happened.
What the work includes
Meta Conversions API
Server-side events deduplicated against the pixel, so Meta sees the conversions the browser misses.
Google enhanced conversions
Plus offline conversion import, so smart bidding learns from booked jobs.
Call tracking
Dynamic numbers by source, recorded and attributed, because most service leads call rather than fill in a form.
CRM feedback loop
Lead quality and booked status sent back to Meta and Google automatically.
UTM and naming discipline
Every lead in your CRM tagged with the campaign, ad set and creative that produced it.
Reconciled reporting
Ad platform, call tracking and CRM checked against each other before any number is reported.
Questions
What is the Meta Conversions API?
It is a way to send conversion events to Meta directly from your server or CRM instead of relying only on the browser pixel. It recovers conversions lost to ad blockers and privacy settings, and it lets you send events that happen offline, like a job being booked.
Why does Facebook report more leads than I received?
Meta can count the same lead under more than one action type, and attribution windows credit ads for conversions that would have happened anyway. That is why we reconcile every number against your CRM and call tracking before reporting it.
Do I need call tracking if I run ads?
For a service business, almost always. A large share of leads phone in rather than fill in a form. Without call tracking those leads are invisible to the ad platforms, and your campaigns get judged and optimized on half the picture.
Keep reading
Paid social
Facebook and Instagram ads
Most home service accounts on Meta are not failing because of targeting. They are failing because they optimize for the wrong event, run three tired ads for six months, and never tell Meta which leads turned into jobs.
Paid search
Google Ads
Someone searching "emergency plumber near me" at 11pm is not browsing. Google Ads is where you catch demand that already exists, and where a sloppy account burns money fastest.
Find out where your ad budget is leaking.
On a strategy call we open your ad accounts with you and show you exactly what the algorithm is being paid to find, what it should be finding, and the fixes worth more than any new ad. You keep the findings either way.
Book a strategy call