Your ads learn from every wet-carpet call. The paid claims sit in Xactimate.
A restoration lead is worth nothing until the loss is inspected, the Xactimate estimate is written and the carrier pays, often weeks after the click. Google and Meta only see the phone call, so they bid as if a price shopper and a full kitchen water loss were the same job. We carry the click ID from that first call into your claim file and report the paid amount back from a first-party server.
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Xactimate · what breaks
What goes wrong when the money lives in Xactimate
- 01
Google thinks a two-minute call is a sale
Your conversion fires on the call, so a homeowner asking what drying costs counts the same as a category 3 loss. Bidding chases the cheap callers.
- 02
The estimate changes after it's written
Supplements and adjuster revisions can change what the carrier approves well after the first Xactimate estimate goes out. Report that first number and your return on ad spend is wrong in one direction or the other.
- 03
Program work inflates the ads report
Jobs a carrier or TPA program assigns you didn't come from an ad. Once they share a pipeline with ad leads, Google gets credit for claims it never touched.
- 04
No shared key between the click and the claim
The click ID sits in call tracking or a form. The estimate sits in Xactimate under the insured's name and claim number. Nothing joins them, so nobody knows which campaign produced which paid loss.
Xactimate · the fix
What changes once paid claims report back — Xactimate
Bidding learns from losses that paid
Smart Bidding and Meta get the approved, collected amount per claim instead of a flat value per phone call.
Ad-sourced claims stand apart
Every claim file carries its lead source, so carrier-program and referral work stops padding campaign results.
Campaigns judged by water, fire and mold revenue
You can see which service area and loss type actually pays for its clicks, and move budget accordingly.
Xactimate · architecture
What Xactimate actually gives you to work with
Xactimate is claims estimating software, not a website tool. It puts no tag, form or pixel on your site, and we found no documented Google Ads or Meta connection for it, so the tracking is built around it, not inside it.
- 1
Call tracking and website forms
Where the click ID is captured: the only moment ad data and the homeowner meet.
- 2
Your job management system
The bridge between the lead and the claim. We confirm whether it imports Xactimate estimates or relies on someone re-keying the total.
- 3
Xactimate estimate records
The value source: final totals after supplements. We check which report or export your setup produces and how often it's updated.
- 4
Google Ads offline conversions
Google matches uploads on the click ID and recommends enhanced conversions for leads with hashed customer data. Google began moving these uploads to its Data Manager API on June 15, 2026, so older upload scripts need checking.
- 5
Meta Conversions API
Meta accepts server events from CRM sources, which is how paid claims reach your Meta campaigns without a browser in the loop.
Xactimate · diagnose
Where restoration tracking breaks, in the order we check — Xactimate
Start at the phone, since that's where the click ID either gets attached to the claim file or quietly disappears.
- 01
Check whether the click ID survives the first call
Pull a recent paid claim and look for its tracking number or click ID on the job file.
- 02
Read what Google Ads counts as a conversion
Calls over a set length, form fills, both? Count how many were spam, vendors or repeat customers.
- 03
Separate program work from ad leads
If the job system can't tell a TPA assignment from an ad call, attribution fails before tracking does.
- 04
Locate the final Xactimate number
Find which field holds the approved total after supplements, and whether it's ever filled in.
- 05
Compare payment timing with Google's import window
Claims that pay after the window closes can't be attached to the click, so an earlier event has to carry the bidding signal.
Xactimate · prove
How we prove it on your claims — Xactimate
Run on real claims from your own pipeline, not on a test lead that never reaches an estimate.
Source of truth
Your Xactimate estimates and job-system claim records: final approved total with supplements, carrier payment date and lead source per claim
- A test call from an ad-tagged visit, with the click ID confirmed on the new job file.
- A signed work authorization showing up once in Google Ads and once in Meta, with a shared event ID.
- Paid claims matched one by one to reported conversions.
- A supplemented claim reported at its final amount, not the first estimate.
- Carrier-program and TPA jobs confirmed absent from every ad conversion.
- A denied claim confirmed never reported as paid.
- The same reconciliation repeated 30 days later, after slower claims have closed.
Xactimate · free audit
What we check in the free audit
- Check whether the click ID survives the first call
- Read what Google Ads counts as a conversion
- Separate program work from ad leads
- Locate the final Xactimate number
- Compare payment timing with Google's import window
Checked against
Your Xactimate estimates and job-system claim records: final approved total with supplements, carrier payment date and lead source per claim
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Xactimate · when not to buy
When a restoration shop doesn't need this — Xactimate
Plenty of restoration companies running Xactimate get little from ad tracking, and we'd rather say so up front.
- If nearly all your work comes from carrier programs, TPAs or plumber referrals, there's no ad spend to attribute.
- If your only paid channel is Local Services Ads, you're charged per lead rather than per click, so a lead-quality review is a better first step than claim-value tracking.
- If your job system already sends paid claims back to Google Ads with click IDs and the numbers match, leave it alone.
- If you close only a handful of ad-sourced claims a month, a spreadsheet tally may tell you enough.
Xactimate · what we deliver
The event map from first call to paid claim — Xactimate
Emergency call or form from an ad
Captured with the click ID or tracking number. Vendor calls, existing customers and spam are filtered out.
Inspection booked or crew dispatched
The first qualified signal: a real loss at a real address in your service area.
Work authorization signed
Mitigation starts. This is the bidding signal that arrives fast enough for Google and Meta to learn from.
Xactimate estimate submitted
Logged with the estimate total as a secondary event, so you can see pipeline value without bidding on it.
Claim paid
The primary conversion, valued from the final collected amount, including supplements and the homeowner's deductible.
Denied claims and program assignments
Kept out of every ad conversion so they can't distort what campaigns appear to earn.
Written guarantee
95%+ tracking accuracy
Measured against Your Xactimate estimates and job-system claim records: final approved total with supplements, carrier payment date and lead source per claim. Miss it and we keep working at no cost.
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FAQ
Xactimate questions, answered
Not that we could confirm. Xactimate writes the estimate; the link to your ad accounts runs through call tracking, your job system and a server that uploads the paid claim with its click ID.
What was paid. Supplements, depreciation and denials move the number, so the Xactimate total is logged as pipeline and the collected amount becomes the conversion value.
Partly. Google's import window is limited, so we send the signed work authorization as the fast bidding signal and attach paid values to every claim that closes within the window.
They will if they share a pipeline with ad leads unmarked. A lead-source field set at intake keeps program and TPA work out of every ad conversion.
Yes, with a different money event. For a public adjuster the conversion is the signed contract, and the value is the fee collected once the claim settles.
Water, fire and smoke, mold, storm and board-up, biohazard, asbestos and odor removal companies, plus contents restoration, wherever the job is priced in Xactimate and the lead comes from ads.
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