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Smith.aiAnswering services and AI receptionists

Smith.ai picks up every call. Your ads still can't tell which ones became clients.

Law firms, ABA providers, CPA practices and contractors hand their ad calls and chats to Smith.ai, whose receptionists screen each lead and write it up in a call summary or chat history that Google Ads and Meta never read. So bidding learns from any call that runs long enough or any chat that starts, existing clients included. We wire Smith.ai's own signals (client status, disposition, chats closed as Relevant) back to the ad click, so you see which campaigns book consults and jobs.

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By Ariful IslamHow Smith.ai works ↓

Smith.ai · what breaks

What goes wrong when Smith.ai answers your ad traffic

  1. 01

    "Google reports a pile of calls. Smith.ai's summaries show a few new clients."

    Google Ads counts a call as a conversion once it passes a minimum length. Smith.ai's team also answers existing clients checking in and wrong numbers, and its client status field says which is which. Google never sees that field, so Smart Bidding chases callers you already have, and a bankruptcy firm or remodeler pays for every one.

  2. 02

    "Our chat conversions just stopped."

    Smith.ai's guide for tracking chats in Google Ads builds a Universal Analytics tag and goal. Google has retired Universal Analytics, so a chat goal built from that guide records nothing, and the Google Ads conversion imported from it went quiet with it.

  3. 03

    "I know the call came from the Google number. Not which keyword."

    Smith.ai recommends one tracking number per campaign, ad format or platform, and the tracking details land in the call summary. Google never sees them, so you can't cut the keywords that bring in tire-kickers.

  4. 04

    "HubSpot says every lead came from Smith.ai."

    Contacts that Smith.ai's integration creates show INTEGRATION / Smith.ai as their original source. The paid click that started the conversation disappears from your CRM reports, along with your case for more budget.

Smith.ai · the fix

What changes after we fix it — Smith.ai

  • Bidding learns from Smith.ai's judgment

    Calls whose client status and disposition mark a new, qualified lead, and chats your agents close as Relevant, become the conversion. Everything else stays out.

  • Each Smith.ai lead tied to its ad click

    Ad calls reach Smith.ai through a click-matching call tracker, and chats carry UTM data into Smith.ai's chat history through the widget's metadata call.

  • Signed clients and paid jobs reported back to the ads

    When your CRM books the consult or job, it goes to Google Ads and Meta from a first-party server container.

Smith.ai · architecture

What Smith.ai actually lets you hook into

Taken from Smith.ai's help center. There's no direct Google Ads, GA4 or Meta connection, so tracking is assembled from these pieces.

  1. 1

    Chat widget events in Google Tag Manager

    Six custom events, from widget_opened to offline_message_sent. Smith.ai recommends conversation_started, which fires on the first message after contact details.

  2. 2

    Chat JavaScript API

    onConversationClosed fires when agents close a chat as Relevant or Not Relevant, getConversationData fetches that chat by ID, and updateConversationMetadata attaches UTM data to it. We confirm the Relevant marking is readable before it drives bidding.

  3. 3

    Zapier New Call trigger

    Fires when a receptionist completes a call, never for spam, with disposition, client status, reason and tracking ID. Custom data fields such as case type stay off until you email Smith.ai support.

  4. 4

    Tracking numbers and call tracker forwarding

    Smith.ai sells extra tracking numbers and documents forwarding from CallRail call flows and WhatConverts number pools. We confirm the click ID reaches each record.

  5. 5

    Native CRM connections

    HubSpot, Salesforce, Clio, ServiceTitan, Housecall Pro and legal CRMs like MyCase, Lawmatics and Filevine. These receive the lead, not the ad click, unless we add it.

Smith.ai · diagnose

Where Smith.ai tracking breaks, in the order we check

Start with phone numbers: most Smith.ai accounts have several lines forwarding into the same receptionist team.

  1. 01

    Which number is on each ad and landing page

    Smith.ai's main line, a Smith.ai tracking number, or a CallRail or WhatConverts pool forwarding to Smith.ai.

  2. 02

    What Google Ads counts as a call conversion

    Compared with the client status and disposition on Smith.ai's calls for the same weeks.

  3. 03

    Whether the chat tags still report

    A Universal Analytics tag listening for SMITHAI_CHAT events records nothing now.

  4. 04

    Whether the click ID survives into the CRM

    Book a test call and chat from an ad-tagged URL, then open the contact.

  5. 05

    Outbound callbacks to form and Facebook leads

    Smith.ai's outbound API has no documented tracking field, so the original lead ID has to stay on the CRM record.

Smith.ai · prove

How we prove it on Smith.ai

Run with live calls and chats handled by Smith.ai's team, not test events from GTM preview.

Source of truth

Smith.ai call summaries and chat history: every call and chat with its disposition, client status, tracking details and Relevant marking, matched to booked consults or jobs in your CRM

  • A test call through each tracked number, with the tracking details confirmed in the Smith.ai summary.
  • A test chat from an ad-tagged URL, with UTM metadata visible in chat history.
  • Existing-client calls and Not Relevant chats absent from Google Ads.
  • One Meta event per qualified Smith.ai call or chat, deduplicated on a shared event ID.
  • Booked consults and jobs reconciled one by one against Smith.ai's records over a closed month.
  • Re-checked 30 days later and after any change to call instructions or forwarding.

Smith.ai · free audit

What we check in the free audit

  • Which number is on each ad and landing page
  • What Google Ads counts as a call conversion
  • Whether the chat tags still report
  • Whether the click ID survives into the CRM
  • Outbound callbacks to form and Facebook leads

Checked against

Smith.ai call summaries and chat history: every call and chat with its disposition, client status, tracking details and Relevant marking, matched to booked consults or jobs in your CRM

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Smith.ai · when not to buy

When you don't need this on Smith.ai

Some Smith.ai setups are fine as they are, and we'll say so.

  • If Smith.ai only takes after-hours overflow and your ads mostly drive form fills, fix form tracking first; the Smith.ai piece is small.
  • If you don't run paid ads and Smith.ai mainly serves existing clients, there's nothing to attribute.
  • If ad calls already reach Smith.ai through a call tracker with click IDs and only qualified calls import, leave it alone.
  • If you get a handful of ad calls a month, Smith.ai's per-campaign numbers and summaries may tell you enough.

Smith.ai · what we deliver

The event map on Smith.ai

  • Chat conversation started

    Smith.ai's SMITHAI_CHAT-conversation_started event in GTM. Observed in GA4, kept out of bidding.

  • Call answered on a tracked line

    Logged with the tracking label and caller ID from the call record. Not a conversion yet.

  • Qualified lead

    New caller with a qualifying disposition, or a chat closed as Relevant. The primary conversion.

  • Consult or job booked

    From Clio, HubSpot, ServiceTitan, Housecall Pro or wherever the booking lives.

  • Retained or paid

    Sent with the real fee or invoice value, once the CRM records it.

  • Excluded on purpose

    Existing clients, solicitors, Not Relevant chats, and outbound callbacks that never connected.

Written guarantee

95%+ tracking accuracy

Measured against Smith.ai call summaries and chat history: every call and chat with its disposition, client status, tracking details and Relevant marking, matched to booked consults or jobs in your CRM. Miss it and we keep working at no cost.

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FAQ

Smith.ai questions, answered

Not directly. Smith.ai's help center shows chats tracked through Google Tag Manager into Google Analytics, then imported into Google Ads. Calls need a call tracker or an offline import from your CRM.

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