Measure down to the signed job
We measure every enquiry from first click to signed quote. That way you see which channels bring in jobs and which only cost money.
100+ businesses and growing
Conversion tracking shows which click, which channel and which campaign brings in a signed job. Marketingkenners measures every enquiry from first click to quote, with Google Tag Manager, GA4 and click IDs that are stored with the enquiry. The baseline is set in week 1 of the programme, so every euro after that is measurable.
Measure first, then decide
Conversion tracking is recording every action that has value for you, such as a quote request, a phone call or a signed job, including where that visitor came from. Without that measurement you don’t know which euro delivers anything.
Many tradespeople get reports full of clicks, impressions and visitors. You can’t schedule a job with that. We keep measuring until the point where you make revenue: the signed quote.
That is why tracking is not a separate project for us. It is the first step of the Growth System, in week 1 of every programme, and the basis for every decision after that.
Follow one enquiry through the system
From the first click to the signed job. Click a step and see what we record at that moment.
Google passes along a click ID. We keep it, even if someone only returns later.
How we set up your measurement
Each part fills a gap in the picture. Together you see the whole road from search to job.
GA4 set up properly
Google Analytics 4 measures visits and enquiries. We only switch on the events that matter and filter out noise.
Google Ads conversions
Every enquiry and every phone call from an ad counts in Google Ads, so the system learns who becomes a customer.
Click IDs in every form
A click ID such as gclid is the code Google attaches to an ad click. We store it with every enquiry, in every form.
Offline conversions
When a quote is signed, we send that back to Google Ads. That way Google steers on jobs instead of forms.
One dashboard
Enquiries, quotes and signed jobs per channel in one overview. No jargon, in euros and in jobs.
Monthly meeting
Every month we discuss the figures with an on-track indicator and decide where the budget goes.
Why offline conversions make such a difference
Google Ads learns from the signals you give back. If you only count forms, Google goes looking for more people who fill in a form. Including the price shoppers and the small jobs.
With offline conversions you tell Google which enquiries actually became a signed job. We do that through the click ID stored with the enquiry. The system then learns which searches and regions bring in revenue, and bids more precisely on them.
For a roofer, for example, that means fewer enquiries for a single roof tile and more for a complete roof renovation. For you it means a budget that goes to the right jobs.
- Click ID stored with every enquiry
- Signed job sent back to Google Ads
- Bidding on revenue instead of on forms
Baseline
We look at what is measured now, what is missing and where enquiries arrive without a source.
Set up
GA4, Google Ads conversions, phone tracking and click IDs in all forms. We test every form with a trial enquiry.
Link to your pipeline
Enquiries land in your CRM with their source, so we can see which become a quote and a job.
Send back and adjust
Signed jobs go back to Google Ads. In the monthly meeting we adjust based on what it delivers.
Steering on clicks versus steering on jobs
Measuring on clicks
- Reports on reach, impressions and cost per click
- Enquiries without a source in your mailbox
- Google optimises for every completed form
- Budget choices on gut feeling
Measuring down to the job
- Enquiries, quotes and jobs per channel
- Every enquiry with source and click ID
- Google learns from signed quotes
- Budget goes to what demonstrably brings in jobs
A clear conversation about your figures every month
Measuring only makes sense if you do something with it. That is why every month you sit down with your fixed point of contact. We show what it delivered, in enquiries, quotes and jobs.
The on-track indicator shows at a glance whether you are on schedule. Then we discuss what we will do differently in the coming month. What works, we scale up. What delivers nothing, we stop.
That is how the loop of the Growth System closes. What we learn while steering becomes the insight for the next month.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What is conversion tracking?
Conversion tracking is measuring actions that have value for your business, such as a quote request, a phone call or a signed job. You also see which channel that action came from. That way you know which marketing pays off.
What is a click ID such as gclid?
A click ID is a unique code that Google Ads attaches to every ad click. The best known is gclid, and there are also gbraid and wbraid for Apple devices. We store that code with every enquiry, so that later we can link a signed job to the click that brought it in.
What are offline conversions?
Offline conversions are results that happen outside your website, such as a signed quote. By sending those back to Google Ads, the system learns which enquiries actually turn into revenue. Google can then bid more precisely on people who resemble your customers.
Am I allowed to measure visitors, given privacy?
Yes, as long as you handle consent properly. We set up measurement with a cookie notice that asks for consent and we respect the visitor’s choice. Form data stays in your own systems.
I already have Google Analytics. Isn’t that enough?
GA4 shows what happens on your site, but stops at the form. Whether an enquiry became a quote or a job, GA4 doesn’t know. For that we link your enquiries to your pipeline and send the result back to Google Ads.
Do you know which euro brings in a job?
A specialist looks for 30 minutes at what you measure now and what you are missing. Free, over video.
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