Conversion tracking for home inspection, measured in completed inspections

The owner's version: Google Ads reports a busy month, the calendar is full, and when you open the orders half were booked by an agent's assistant who has never seen your ad. What usually happened is that the buyer clicked your Search ad on Tuesday, texted your name to their agent, and the agent booked you on Thursday through the online scheduler, which runs on the vendor's page where your Google tag cannot see the confirmation. Meanwhile the call that comes in while you are in a crawlspace rings out, and on LSA a missed call during business hours can still be charged. The ads look weak, the agent relationship looks like everything, and budget gets cut from the channel that put your name in the buyer's head.

The ten-minute check: pull last month's completed inspections and add two columns, who booked (buyer, agent, coordinator) and how (phone, scheduler, email). Then click your own ad, open the scheduler from that page and look at the address bar. If the click ID is gone when the booking page loads, every online booking that started with an ad is being filed as a referral or as direct. Finally, count the unanswered calls inside your posted hours in the LSA lead list. Those three answers usually explain the gap between what Google claims and what you remember.

Fixed looks like this: a 'how did you hear about us' question inside the booking flow, separate tracked numbers for agent-facing flyers, the Business Profile and the ads, the scheduler confirmation captured server-side and matched to the original click, and the completed inspection, with add-ons such as a sewer scope or wind mitigation, sent back to Google Ads at its fee. LSA leads have no click to match, so they are matched by phone number and call time instead. Our free audit starts with your last month of orders and shows which ones an ad really started.