Call Tracking: How to Make Marketing Truly Sizzle

Lawrence LloydFebruary 23rd, 2016

Effective marketing is a staple of every successful home services company. But tracking those marketing efforts can be tricky. How do you know that the ad space you bought is paying off? How can you tell if a booked job actually came from someone who saw an ad and called?

Many companies have turned to call counts as a metric — or, the metric — that determines the effectiveness of their marketing. Knowing the number of calls generated from a particular advertising source is helpful, for sure. But home services businesses that track their marketing efforts by focusing solely on call counts are missing huge opportunities to generate revenue. Those who don’t look deeper into the channels through which the leads are being generated, and how each channel contributes to (or in some cases, detracts from) the bottom line, are not spending money in the places that matter most to their business.

Call counts are meaningless when looked at in a vacuum because they do not paint the complete picture. Beyond call counts, a business owner should be able to see how many appointments the company has booked from these calls, how many sales were made, how much revenue was generated, total cost, cost per lead, and ROI for each advertising source.

But tracking true ROI on advertising campaigns is not a pipe dream — it can be done through the right home services management software.

The best platforms can offer home services businesses advanced statistics to track their marketing efforts, providing the intelligence necessary to make smart marketing decisions. With this intelligence, decision makers can:

  • Understand how much revenue they generate from each marketing campaign
  • Measure how well their staff converts leads into appointments
  • Avoid incorrect data gathered by customer service representatives asking customers “How did you hear about us?”
  • Invest their dollars in all the right places
  • Stop wasting money on ineffective ads Don’t believe all this is possible in a home services software platform? See how you can automatically capture lead sources and track them by sales (not call counts) with ServiceTitan:

There are two parts to ServiceTitan’s technology that allow it to provide meaningful marketing data. The first is call tracking, which automatically identifies the marketing campaign that generates each lead. The second is conversion tracking, which links each call to its eventual sale or missed opportunity. This element is critical to a company’s marketing efforts because it traces all of the conversion data back to its advertising source.

“The call tracking is one my favorite features. It slashes the advertising budget like crazy because you can get rid of stuff that doesn’t work,” says Andy Wyatt, owner of the Ohio-based plumbing company Wyatt Works. “You can have the phones ring through the software and have it tied to that invoice.”

Could your service business use more accurate tracking for its marketing activity? Contact ServiceTitan to get the intelligence you need to maximize your marketing budget.

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