Conversion tracking for appliance repair, measured in completed repairs
Appliance repair has an unusual funnel: the customer pays a diagnostic fee before anyone knows whether the job is worth doing, and a meaningful share of visits end with advice to replace the machine instead. That means a dispatched technician is a cost, a diagnostic is small revenue, and only a completed repair is the outcome worth bidding on — three different events that most accounts collapse into one.
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Getting and tracking leads for appliance repair companies
Where an appliance repair company's calls come from, and which ones end in a repair
An appliance repair company's calls come from Local Services Ads, Search ads, the Business Profile, home warranty networks and marketplaces, and many are about parts, the diagnostic fee or a machine nobody should fix. Count a call when the caller books a diagnostic visit for an appliance and brand you service at an address you reach, and record the source on the job so the completed repair traces back.
'Google says the ads brought a pile of calls. Workiz shows a lot of them were warranty jobs, parts questions or people who hung up at the diagnostic fee.' A homeowner with a refrigerator that stopped cooling searches the brand and the symptom, calls a few listings, and books whoever quotes the fee and the earliest slot. Mixed in with those calls are people asking whether you sell a door gasket, dispatches from home warranty companies such as Frontdoor's American Home Shield, and a map pack crowded with listings that forward calls to whoever buys them.
Every one of those calls counts as a conversion once it passes the duration you set, and the fee conversation keeps price shoppers on the line long enough to pass. Bidding then pays as much for brand-and-symptom searches that end in 'I'll think about it' as for ones that end in a repair. The second visit hides the rest: the part arrives days later and the repair is finished on a new job, so a report built on the first visit sees only a fee. Check it: listen to a sample of last month's Google calls and tally booked visit, price only, parts or warranty question, and wrong business. Then open those customers in Workiz, Service Fusion or FieldEdge and count the visits that ended in a completed repair.
Fixed means the diagnostic visit and the completed repair are separate outcomes on the job, warranty dispatches carry their own source, price-only calls are tagged so you can see which campaigns produce them, and cost per completed repair is reported by appliance type and brand group. The free audit runs that tally on your own calls and jobs.
Where the leads come from
| Channel | Role | Note |
|---|---|---|
| Local Services Ads | Same-day 'washer won't drain' and 'fridge not cooling' calls under Appliance repair services | Switch off appliance types and brands you won't take; no click ID, so match leads to jobs by phone and time. |
| Google Search ads | Brand-and-symptom searches, grouped by the brands you have parts and training for | Click ID on the call or form, so completed repairs can be imported with the invoice including parts. |
| Business Profile | Map-pack calls in a pack shared with lead-network listings | Track profile calls on their own number so a drop in calls can be told apart from a ranking change. |
| Home warranty networks | Frontdoor and other warranty dispatches | Work with no marketing origin; give it its own source so cost per job for ads stays honest. |
| Meta | Rarely the first channel for a broken machine | Useful for maintenance offers to past customers, judged on booked visits rather than form fills. |
| Angi, Thumbtack, Yelp | Requests sent to several repair companies at once | Judge on completed repairs per request from your job system, not on the marketplace's lead count. |
Which calls count
- Count it when
- Count the call when the caller books, or agrees to, a diagnostic visit for an appliance and brand you service at an address inside your area.
- Minimum duration
- Fee conversations make price shoppers run long, so a timer on its own overcounts; start around a minute and use the booked visit as the conversion bidding learns from.
- After hours
- A refrigerator full of food is urgent but rarely overnight work. Route night calls to an answering service that books first-slot visits, and keep call ads to the hours someone can quote the fee.
Where each lead should land
- Search ad call
- Job in Workiz, Service Fusion or FieldEdge with the tracked call ID, the appliance type and the brand.
- Local Services Ads call or message
- Job with lead source Google LSA and the caller's number, matched monthly to the LSA lead list.
- Warranty dispatch
- Job with the warranty company as source, excluded from every ad conversion.
- Return visit with the part
- Linked to the original job, so the completed repair is credited to the channel that produced the first call.
Appliance repair · what breaks
What appliance repair companies usually run into
- 01
Every call counted as a conversion
Inbound includes warranty queries, parts questions and machines nobody should repair.
- 02
Diagnostic visits treated as revenue
A truck rolled for a small fee is close to break-even, not a win.
- 03
Repair-versus-replace outcomes ignored
A visit that ends in a replacement recommendation earned a fee and no repair.
Appliance repair · the fix
What changes — Appliance repair
Completed repairs as the conversion
From the field service system, at the invoiced value.
Diagnostics tracked separately
Real, small, and not the thing to optimize toward.
Calls filtered before they count
By duration and by whether a job was actually booked.
Appliance repair · architecture
The conversion map for appliance repair companies
Five events, with the repair-or-replace decision in the middle.
- 1
Tracked phone call
The dominant channel. Filter by duration.
- 2
Job booked
Scheduled. Not yet revenue and already a committed cost.
- 3
Technician dispatched
The cost is now real regardless of outcome.
- 4
Diagnostic completed
Small revenue. Its own conversion action.
- 5
Repair completed
The money event, at the invoiced total.
Appliance repair · diagnose
Where appliance repair companies tracking usually breaks
- 01
Warranty and parts calls counted
A large share of inbound and none of it is a job.
- 02
Out-of-area dispatch
Pure cost, and counting it teaches the algorithm to find more.
- 03
Brand and appliance-type demand
A campaign producing high-end appliance work earns very differently from one producing budget machines.
- 04
Number-swap script deferred
Urgent callers dial before a lazy-loaded script runs.
Appliance repair · prove
How the work is proven — Appliance repair
Source of truth
The field service system — repairs completed and invoiced by date, for the same window
- Completed repairs reconciled per job against what each platform reports.
- Diagnostic-only visits confirmed excluded from the repair conversion action.
- The share of calls carrying a session measured.
- Invoiced values confirmed on the conversion rather than an average.
Appliance repair · free audit
What we check in the free audit
- Warranty and parts calls counted
- Out-of-area dispatch
- Brand and appliance-type demand
- Number-swap script deferred
Checked against
The field service system — repairs completed and invoiced by date, for the same window
Free30 minutesNo obligation
Appliance repair · when not to buy
What lands in your monthly report — Appliance repair
- Completed repairs and invoiced revenue by campaign, over a closed month.
- Cost per completed repair next to cost per call and per dispatch.
- Repair-to-replace ratio by campaign, which identifies traffic worth buying.
- Out-of-area calls, usually an immediate targeting fix.
Appliance repair · what we deliver
The flow we build — Appliance repair
Click identifier captured with the number swap running early
Appliance failures are urgent and callers dial fast.
Carried into the field service system
Onto the job record.
Completed repair fires the conversion
At the invoiced total including parts.
Diagnostic-only visits excluded from the repair action
Counted separately at their own value.
Written guarantee
95%+ tracking accuracy
Measured against The field service system — repairs completed and invoiced by date, for the same window. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Appliance repair questions, answered
As its own action, at its own small value — not in the same action as a completed repair. A diagnostic barely covers the truck roll, and if bidding treats it as a win it will happily find you visits that end in a replacement recommendation.
Duration first, then whether a job was booked, which most field service systems can tell you. Warranty questions and parts enquiries are a large share of appliance repair inbound and none of them are revenue.
Commercially, yes. High-end appliance repair carries a very different invoice than a budget machine, so send the invoiced value rather than an average and the difference shows up on its own.
Usually, with a daily export of completed jobs. It uploads conversions perfectly well and is more robust than a fragile live integration.
More on Appliance repair
- Google Ads · Appliance repairGoogle Ads conversion tracking for appliance repair companies
- Meta · Appliance repairMeta Ads conversion tracking for appliance repair companies
- TikTok · Appliance repairTikTok Ads conversion tracking for appliance repair companies
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Separate diagnostics from completed repairs
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