Your contracts close in Followup CRM. Your ads never find out.
"We spend on Google Ads and can't tell if one signed contract came from it." Subcontractors, general contractors and custom home builders who run their bids in Followup say some version of this. Followup documents no web form, so inquiries arrive by hand, through Zapier or as BuildingConnected bids. We carry the ad click into the Followup project and send back the bids you win, with the contract amount, so Google and Meta bid toward signed work.
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Followup CRM · what breaks
What goes wrong with Followup CRM and paid ads
- 01
Leads get retyped, and the ad source dies on the way
With no Followup web form, an inquiry is rekeyed by an estimator or pushed in by a Zap built with contact fields only. The click ID never reaches the project, so the tenant build-out or addition you sign months later can't be tied to its ad.
- 02
Google optimizes for form fills you'd never bid on
Without a won signal from Followup, Google Ads only sees website submissions. A small repair request counts the same as a six-figure bid, and Smart Bidding hunts for more of the first kind.
- 03
"Lead From: Website" is all you get
Lead From is a pick from your team's lead-source list. "Website" can't name the campaign or keyword behind a project, so you can't cut the ad group that only brings small service calls.
- 04
Your win rate never leaves the CRM
Followup works out your win rate by client company and by dollar amount, but those wins stay inside it while Google and Meta move budget on form fills.
Followup CRM · the fix
What changes — Followup CRM
Each won project credited to its click
The gclid, fbclid and UTMs ride into Followup project custom fields, then come back out the day the sales status flips to won.
Bidding on contract value, not lead count
The contract amount on the won project becomes the conversion value, so a custom-home or build-out contract outweighs a punch-list job in Google and Meta.
Campaign answers inside Followup
Source fields live on the project, so your win-rate dashboards filter by campaign instead of one "Website" bucket.
Followup CRM · architecture
What Followup CRM actually lets you hook into
Followup's integrations are built around construction back-office systems, not ad platforms. These are the documented pieces we work with.
- 1
No web form or tracking connection
Its integrations cover ERPs, accounting, estimating, Procore, BuildingConnected, CompanyCam, Hover, Outlook, Gmail and Zapier. No Google Ads, GA4, GTM or Meta Pixel option exists, so capture happens on your website.
- 2
Zapier: Project Created and Project Updated
Triggers fire on new and updated projects, contacts and companies; actions create projects and contacts. Followup says the API token behind a Zap applies to one person's account, not the team, so we check whose token yours run on.
- 3
REST API v1
Documented endpoints create and update projects with lead source and sales status, save project custom-field values, and list sales statuses with their won and dead flags.
- 4
No "changed since" filter
The project list filters by created date only, so catching a status change takes the Zapier update trigger or a scheduled scan, which we set up and monitor.
- 5
BuildingConnected sync
Bids tagged "Followup" in BuildingConnected become projects with companies and contacts created automatically, and no ad click.
Followup CRM · diagnose
Where Followup CRM tracking breaks, in diagnostic order
Start at the hand-off from your website, because that's where the ad click usually vanishes.
- 01
Send a test inquiry from an ad-tagged URL
Then open the Followup project and look for the gclid.
- 02
Check whose token runs the Zap
Followup ties the API token to one user's account. We confirm whose it is and whether new inquiries are still creating projects.
- 03
Read the sales status list
Confirm which statuses carry the contract and dead flags; custom statuses are where wins get miscounted.
- 04
Compare won projects with reported conversions
Project by project, over a closed quarter, in Google Ads and Meta.
- 05
Hunt for duplicate projects
A lead keyed by hand and created by the Zap becomes two projects, and two conversions if both get sent.
Followup CRM · prove
The QA evidence — Followup CRM
Run on a real inquiry through your live website form, followed into Followup and out to each platform.
Source of truth
Followup CRM projects: sales status and its date, contract amount, contract date, Lead From and the click-ID custom fields
- One inquiry from an ad-tagged URL, with the click ID confirmed on the Followup project.
- A project moved to a won status, then seen once in Google Ads and once in Meta Events Manager with a shared event ID.
- The conversion value matching the contract amount on the project.
- A project marked dead confirmed absent from every destination.
- BuildingConnected-synced projects confirmed excluded.
- Won projects reconciled one by one across a closed window, and again 30 days later.
Followup CRM · free audit
What we check in the free audit
- Send a test inquiry from an ad-tagged URL
- Check whose token runs the Zap
- Read the sales status list
- Compare won projects with reported conversions
- Hunt for duplicate projects
Checked against
Followup CRM projects: sales status and its date, contract amount, contract date, Lead From and the click-ID custom fields
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Followup CRM · when not to buy
When you don't need this on Followup CRM
Plenty of contractors on Followup shouldn't pay us anything.
- If your work comes from BuildingConnected invites, GC relationships and repeat clients and you don't run paid ads, there's no click to connect.
- If you get only a few web inquiries a month, a disciplined Lead From field may tell you enough.
- If nobody keeps sales statuses current, fix that habit first. Tracking can't report wins your team never marks.
- If the only fault is a Zap running on a former employee's token, reconnecting it under an active user may be all it takes, and we'll tell you to do it yourself.
Followup CRM · what we deliver
The event map on Followup CRM
Website inquiry submitted
From your own site's form, with click IDs and UTMs captured before anything touches Followup.
Project created in Followup
Via the API or Zapier's Create Project action, with click data in project custom fields and Lead From set.
Qualified
Sent when the project reaches the pipeline status your team agrees means a real prospect.
Proposal delivered
Taken from Followup's proposal-delivered date, valued from the base bid, as an earlier signal for long cycles.
Contract won
The main conversion: a sales status flagged as contract, valued from the contract amount and dated from the contract date.
Excluded: dead bids, change orders, BuildingConnected invites
Dead statuses are never sent, change orders stay off acquisition, and tagged BuildingConnected bids carry no ad click.
Written guarantee
95%+ tracking accuracy
Measured against Followup CRM projects: sales status and its date, contract amount, contract date, Lead From and the click-ID custom fields. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Followup CRM questions, answered
Not directly. Followup documents no Google Ads, GA4, GTM or Meta connection. Won projects reach Google Ads as offline conversions matched to the click ID saved on the project, which is the part we build.
Followup doesn't document a web form or embed. Your site's own form captures the inquiry and the click ID, then creates the Followup project through the API or Zapier's Create Project action.
The one your team uses for signed work. In the API each sales status carries a contract flag, and projects reaching it are sent as the main conversion, with qualified and proposal-delivered stages as earlier signals.
Yes, if the click ID is saved on the project the day the inquiry arrives. We also check your Google Ads conversion window against your real bid cycle and use proposal delivered when wins land late.
Followup stores change orders on the project with their own amounts. We keep them off the acquisition conversion, so added scope on an existing job doesn't look like new revenue from an ad.
More on Followup CRM
- CRM & offline conversionsSend closed revenue back to the ad platforms, not just form fills
- Meta leads don't match CRMWhy don't my Meta leads match my CRM?
- CRM revenue not returnedWhy isn't my CRM revenue going back to the ad platforms?
RELATED GUIDES
Booking tools beside Followup CRM, and what their bookings feed
- ZapierYour Zap says "Success," so why can't Google Ads see the jobs you closed?
- BuildiumGoogle Ads keeps counting leads. Buildium shows almost no applications.
- PandaDocPandaDoc conversion tracking: Google Ads sees the inquiry, never the signed proposal
- OrbundYour ads fill Orbund with inquiries. Google can't tell which ones signed an enrollment agreement.
- DocuSignThe client signed in DocuSign. Your ads still think the phone call was the win.
- Builder PrimeYour rep marks the job Sold in Builder Prime. Google Ads never finds out.
- improveit 360improveit 360 conversion tracking: the window job sells at the kitchen table, and your ads never hear about it
- LeapLeap shows the window job your rep signed in SalesPro. Google Ads still thinks it was a form fill.
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Find out which ads are winning you contracts in Followup
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