For example, in the plumbing/HVAC industry, phone calls are a primary source of leads.

However, most plumbing/HVAC companies only track form submissions, which are few and far between—making them a terrible indicator of campaign effectiveness!

Plumbers aren’t the only ones with this problem, either. Many companies with millions of clicks have only a handful of conversions to their name.

Yes, they technically have conversion tracking in place, but it’s not doing them any good.

Conversion Rates

This poor tracking implementation heavily weights conversion rate estimates towards 0%. Even accounts with millions of clicks are not immune to this problem.