How to Track ROI for Contractors (Without Getting Lied To by Attribution)

  • Channel overlap (GBP + organic + paid)

  • Call tracking segmentation logic

  • Booked-job attribution vs lead attribution

  • What to track weekly vs monthly

  • Why "rankings" and "traffic" are lagging indicators

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FAQs

  • Look for directional movement: are Maps rankings improving on the heatmap? Are calls from the GBP increasing? Is organic call volume trending up over 60 to 90 days?

  • GBP often counts views and clicks as "interactions" that aren't calls. Also, calls that ring through but go unanswered get counted. Validate with call tracking logs against actual answered calls.

  • Use dynamic number insertion on your website, a static tracking number for GBP, and separate numbers for LSA and paid. This gives directional attribution without fragmenting your NAP consistency.