Conversion tracking for wedding vendors, measured in signed bookings

Planners tend to describe it like this: 'Google says the ads produced inquiries, but every couple who signed for full planning says a venue gave them my name.' Both can be true. A couple sees you on a venue's preferred-vendor list, looks you up by name, clicks your brand ad on the way, and Google takes the credit for a referral. Meanwhile the inquiries the ads do produce are often day-of coordination requests on a tight budget, counted exactly the same as a full-planning lead.

Planning has the widest spread of any wedding service: day-of coordination, partial planning, full planning, destination weddings, quinceañeras and corporate events are different sales with different values and lead times. The inquiry form is usually HoneyBook or Dubsado embedded on your site, and the contract and retainer are signed on the vendor's domain. You spend weekends at weddings, which is also when many couples sit down to plan, and a Monday reply can arrive after other planners have already called.

A ten-minute check: list the couples who signed in the last year and, from the CRM alone, name each one's source. Then check whether brand-name searches are reported apart from everything else in Google Ads, because referred couples arrive that way. Fixed looks like venue referrals, marketplaces and paid search each carrying their own source, every inquiry recorded with its service level, and cost per signed contract by channel and by service level.