Hatch is booking appointments. Google Ads and Meta still think the form fill was the win.
Hatch reaches each new lead by text, email and call, and its AI qualifies and books the appointment when the lead replies, long after the website session has ended. No tag on your site sees that booking, so Google Ads and Meta keep optimizing for form fills. We store the click ID on each Hatch contact, then send AI-booked appointments and sold jobs back to your ad accounts from a first-party server.
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Hatch · what breaks
What goes wrong with Hatch and paid ads
- 01
"Hatch keeps booking appointments. Google Ads can't tell me which campaigns sent them."
Hatch stamps each contact with a source like "Zapier" or "integration:salesforce", not the campaign or ad. The booking happens later by text, so no tag fires, and the campaign filling your calendar gets no more budget than the one wasting it.
- 02
"Hatch's report says it drove the sales. Google says something else."
Hatch credits its own campaign when a sale is created after one of its messages. That measures follow-up, not ads, and while it looks good in Hatch, your ad accounts keep bidding on raw form fills and spending on the clicks that never book.
- 03
"Our chat leads never show up in analytics."
Hatch Chat takes only a cell number and a message, and on phones it opens the visitor's texting app. Its docs describe no analytics event for that step, so paid chat leads can go uncounted and the campaigns sending them look worse than they are.
- 04
"Old leads Hatch revived are showing up as new ad wins."
Lead Nurture and Estimate Follow-up journeys rework aged leads and quiet quotes, and marketplace leads share the same workspace. Sent to Google Ads or Meta as fresh conversions, they inflate results and teach bidding from leads it never paid for.
Hatch · the fix
What changes once it's fixed — Hatch
Every paid Hatch lead tied to its click
Your form or Zapier step writes gclid, fbclid and UTMs into Hatch Contact Details, so a roofing lead booked on day three still points to its ad.
Bidding learns from booked and sold jobs
Hatch's appointment events and your CRM's sold jobs go to Google Ads and Meta through a first-party server, with job value where your CRM holds it.
Paid, marketplace and rehash kept apart
Leads you bought on Angi or Thumbtack, LSA leads and bookings from Lead Nurture or Estimate Follow-up journeys each get their own label, so Smart Bidding only learns from your own campaigns.
Hatch · architecture
What Hatch actually lets you hook into
Hatch is built to pull leads in and push conversation data out. It doesn't send conversions to ad platforms itself, so the job is wiring its documented exits to Google Ads and Meta.
- 1
Contacts API and Zapier Create Contact
Both accept a custom source and free-form Contact Details fields. That's where gclid, fbclid and UTMs ride in from your forms.
- 2
Hatch Chat snippet
Installed through a GTM Custom HTML tag or your site header. Its wording, color and position are fixed, and we confirm on your site whether it exposes anything a tag can listen to.
- 3
Hatch webhooks
Signed POST requests for Contact Created, Contact Edited, Assistant Conversation Completed, Assistant Appointment Scheduled, Call Dispositioned, Opt-Out and more, retried up to 10 times with 30 days of logs.
- 4
Two-way CRM sync
ServiceTitan, JobNimbus, AccuLynx, LeadPerfection, improveit 360, MarketSharp and others. ServiceTitan jobs sync every 15 minutes, and invoice totals come along when Invoices is enabled in setup, which is where sold value comes from.
- 5
No ad-platform conversion connection
We found no documented Google Ads, GA4 or Meta conversion feature. The Google LSA connection only brings LSA leads into Hatch.
Hatch · diagnose
Where Hatch tracking breaks, in diagnostic order
Start at the front door, because a click ID that never reaches Hatch can't be recovered later.
- 01
Open a test contact from an ad-tagged URL
Check whether the click ID and UTMs appear in Contact Details and what source value Hatch assigned.
- 02
Check what fires on the form and on Hatch Chat
Forms can fire a tag on submit. Hatch's chat docs describe no event for the chat step, so we test what, if anything, reaches GTM.
- 03
Compare Hatch contacts with platform conversions
Per lead, over a closed week, split by source.
- 04
Read the webhook execution history
Failed deliveries in the last 30 days mean bookings that never left Hatch.
- 05
Confirm the CRM keeps the click ID
When Hatch creates or updates the CRM record, the identifier must survive to the sold job.
- 06
Separate marketplace and revived-lead bookings
If they're mixed into your ad conversions, your cost per booked job is understated.
Hatch · prove
The QA evidence — Hatch
Run on real leads from live Google and Meta ads, not test contacts typed into Hatch.
Source of truth
Hatch contact records (source and Contact Details) joined to the appointments and sold jobs in your CRM, such as ServiceTitan, JobNimbus or LeadPerfection
- A lead from an ad-tagged URL, with its click ID confirmed on the Hatch contact.
- The Assistant Appointment Scheduled webhook received, signature verified, and matched to that click.
- Exactly one Google Ads and one Meta conversion per booked appointment, deduplicated on a shared event ID.
- A sold job sent with the CRM's invoice value.
- Angi, Thumbtack, LSA and revived-lead bookings confirmed absent from ad conversions.
- Booked and sold jobs reconciled record by record over a closed window.
- Repeated 30 days later and after any change to your Hatch campaigns or CRM sync.
Hatch · free audit
What we check in the free audit
- Open a test contact from an ad-tagged URL
- Check what fires on the form and on Hatch Chat
- Compare Hatch contacts with platform conversions
- Read the webhook execution history
- Confirm the CRM keeps the click ID
- Separate marketplace and revived-lead bookings
Checked against
Hatch contact records (source and Contact Details) joined to the appointments and sold jobs in your CRM, such as ServiceTitan, JobNimbus or LeadPerfection
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Hatch · when not to buy
When you don't need this on Hatch
Plenty of Hatch users are better off leaving their tracking alone.
- If every lead comes from Angi, Thumbtack, Yelp or LSA and you don't run Google or Meta ads, those platforms' own reporting is enough.
- If you use Hatch only to chase estimates and reactivate past customers, there's no paid click to attribute.
- If your forms already pass click IDs to your CRM and it already sends offline conversions, we just confirm the click ID survives Hatch's CRM sync.
- If you get a handful of paid leads a week on one platform, a weekly manual upload of booked jobs may be all you need.
Hatch · what we deliver
The event map on Hatch
Lead created
Fires on Hatch's Contact Created webhook for contacts carrying a paid click ID. Chat opens and page visits are never counted.
Qualified conversation
Taken from Assistant Conversation Completed with the AI's qualifying answers, or from a disposition you've marked successful. Discarded and transferred-only conversations stay out.
Appointment set
Sent from Hatch's Assistant Appointment Scheduled event or the appointment your CRM records, matched to the original click.
Job sold
Pulled from your CRM, such as a ServiceTitan invoice total, and sent as the value conversion for Google Ads and Meta.
Marketplace leads labeled separately
Angi, Thumbtack, Yelp, HomeBuddy and LSA contacts keep their Hatch source and never post to Google Ads or Meta as conversions from your campaigns.
Revived-lead bookings and opt-outs excluded
Appointments from Lead Nurture, Estimate Follow-up or Customer Recontact journeys are tracked for retention, not acquisition. Opt-out events are logged and never counted.
Written guarantee
95%+ tracking accuracy
Measured against Hatch contact records (source and Contact Details) joined to the appointments and sold jobs in your CRM, such as ServiceTitan, JobNimbus or LeadPerfection. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Hatch questions, answered
Not that its documentation describes. Hatch pushes data out through webhooks, Zapier and its CRM integrations, and that's what we connect to Google Ads and Meta from a first-party server.
Yes, but rarely in the browser, because Hatch Chat moves the conversation to text. We count the lead from Hatch's Contact Created webhook, matched to the click ID captured on the page.
It's follow-up attribution. Hatch credits a campaign when a sale is created after its message, before any other campaign's message and within 365 days. It can't tell you which ad bought the lead.
Only if something sends them back. We use the Assistant Appointment Scheduled event, joined to the stored click ID, to upload each booking as an offline conversion.
No. They didn't come from your search or Meta campaigns, so counting them teaches bidding the wrong thing. We label them separately.
Yes. Hatch syncs ServiceTitan jobs every 15 minutes, and with Invoices enabled the sync carries invoice totals, so sold value is available to send back alongside the booking.
More on Hatch
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Find out which ads your Hatch bookings came from
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