Marketing reports can show clicks and impressions, but a tradesman needs to know whether the activity is bringing suitable jobs. A simple log can be more useful than a complicated dashboard if you record the same details consistently.
Track the enquiry from first contact
For each new enquiry, note the date, service requested, broad area, source if known, whether it was suitable, and what happened next. A spreadsheet or paper diary is enough to start. Avoid recording more personal information than you need to manage the enquiry.
Ask “Where did you find us?” as a normal part of the conversation. Offer neutral examples—Google, a recommendation, Facebook or your website—but let the customer answer in their own words.
Separate attention from outcomes
Social views and website visits can help explain whether people are seeing your work. Calls, quote requests, accepted quotes and completed jobs tell you more about business outcomes. Keep the stages distinct; an impression is not a lead and a lead is not a booked job.
Review the pattern monthly
Compare sources over a period that gives your business enough data. A small number of enquiries can make percentages jump around. Look for suitable work, travel distance, job value and time spent responding—not just the highest raw count.
Use privacy-conscious analytics and follow the rules that apply to cookies and personal data on your site. See our monthly marketing plan and Google Search Console guide.