Conversion tracking for solar, from enquiry to signed contract

Every solar owner knows this one: Google Ads reports a cost per lead you can live with, the setters say too many of the numbers are wrong or the person rents, and the deal pipeline in Enerflo shows a thin line of sits and fewer signatures. What is happening is that the form submit is the conversion. A homeowner with a north-facing roof under oak trees, a renter who liked the idea, and someone who clicked an ad promising panels at no cost all count the same as the owner with a high summer bill and a new roof. The signature that matters happens weeks later, in Aurora's or Enerflo's proposal on a vendor domain, and the loan approval happens on GoodLeap's or Mosaic's page, so none of it reaches the ad account on its own.

That costs you through the bidding. Google and Meta learn from whatever you tell them is a conversion, so they find more people like the ones who fill forms fastest, and setters spend their day dialing them. Marketplace leads from EnergySage or SolarReviews make it worse when they are keyed into the same CRM as your own leads: if signed deals are uploaded without filtering by source, the ads get credit for customers they never found. The ten-minute check: export last quarter's signed contracts, put each one's original source next to it, and count how many trace to a paid click versus a marketplace, a referral or a door knock. Then compare that with what each channel was credited.

Fixed looks like: the click ID captured on the first form and stored on the CRM deal, the held consultation sent back as the early signal and the signed contract sent with its system value, marketplace and canvassing leads kept out of ad uploads, and a monthly view of cost per signed contract by channel. The free audit starts with that contract-to-source table, then checks which events your ads are actually bidding on.