Tracking calls, forms and booked moves

In Google Analytics 4, a key event is an event that measures an action particularly important to your business. Any event you collect can become a key event: you create or identify the event, then mark it as a key event, and Analytics reports how many users completed it and which channels led to it (Conversions vs. key events in Google Analytics).

For a mover, the useful key events are:

A tap on a phone link is not a call. The visitor may hang up before it connects. Treat taps as a sign of interest and use call records for the real count.

Analytics groups visits by source and medium. For links you place yourself, such as the website link on your Business Profile, an email newsletter or a QR code on a truck, add campaign parameters so the visits are labeled. Google recommends always using utm_source, utm_medium and utm_campaign together (URL builders: Collect campaign data with custom URLs).

https://www.example.com/?utm_source=google&utm_medium=organic&utm_campaign=business-profile

Write your tags in a shared sheet and reuse them exactly. “Business-Profile” and “business_profile” become two separate rows in reports.

You can also link your Business Profile to Analytics from the Analytics admin page; Google then shares profile interactions such as website clicks, calls and direction requests with the Analytics property. You need an Administrator or Editor role in Analytics and owner or manager access to the profile (Connect your Business Profile to Google Analytics).

A website analytics tool cannot hear a phone call. Call tracking assigns phone numbers to sources so you can tell which source made the phone ring. The common setups:

• Static numbers per source. One number on the trucks, one on the Business Profile, one in print ads. Simple, but it cannot split website visitors by channel.
• Dynamic number insertion. A script on the website swaps the displayed number based on how the visitor arrived. It shows which channel led to a call, and every number it displays must ring the same office.
• Recording and notes. Call tracking services often offer call recording. Before you turn it on, check the call-recording laws that apply to you and to the callers you serve, and announce recording where they require it.

Google's rules for Business Profile phone numbers still apply to tracking numbers: the number must connect to your business, stay under your direct control and not be premium-rate, and you may add extra numbers (Google guidelines). If you put a tracking number on the profile, keep your main line in the additional-phone field so the profile still shows the number your listings use.

Whatever system holds your leads, whether a moving CRM, a spreadsheet or a job board, add these fields and fill them for every lead:

Use a fixed list of values for the source field. Free-text sources such as “google”, “Google maps” and “online” cannot be counted later.

A quote form can pass the UTM parameters and the landing page into hidden fields, so the CRM record shows where a form lead came from without asking the customer.

Each month, build one small table: leads, booked moves and booked value by source. That table answers the question that matters: which sources bring jobs, not just visits. Search Console shows the searches and clicks, Analytics shows what visitors did on the site, and your CRM shows what became revenue. When the three disagree, trust the CRM for bookings and use the other two to explain why.