Why Service-Based Businesses Must Measure and Report Calls

6 min readJul 23, 2024

In the bustling world of service-oriented businesses like plumbing, HVAC, and repair services, the importance of phone calls cannot be overstated. Phone calls remain a critical touchpoint between businesses and their customers. They provide an avenue for immediate, personalized service and often convert inquiries into sales more effectively than other communication methods. In this blog post, we’ll delve into why measuring phone calls is essential, how Google Analytics can help track these calls, and the role of your Google Business Profile in boosting local search results and driving more calls.

Why Phone Calls Matter for Service-Based Businesses

Personal Connection: Phone calls offer a direct line of communication, allowing businesses to address customer needs and concerns in real time. This personal touch helps build trust and rapport with clients, crucial in service industries where reliability and customer satisfaction are paramount.
Immediate Solutions: Many customers prefer the immediacy of a phone call to get answers or schedule services quickly. This is particularly true in emergencies common in plumbing, HVAC, and repair services, where time is of the essence.
Higher Conversion Rates: Potential clients who reach out via phone are often ready to take action, whether scheduling an appointment, requesting a quote, or asking for more information. This readiness translates into higher conversion rates than online inquiries or form submissions.

Measuring Phone Calls: A Key to Business Success

Understanding and analyzing phone call data is vital for any service-based business looking to optimize its marketing strategies and improve customer interactions. Here’s how you can effectively measure and report phone calls:

Google Analytics and Phone Calls:

Google Analytics is a powerful tool that can track phone calls as an event on your website. By setting up event tracking, you can monitor when visitors click on your phone number, providing valuable insights into customer behavior and engagement.
To set up call tracking, you must add code to your website that triggers an event every time a user clicks on your phone number. This data will then be available in your Google Analytics reports.

Google Business Profile:

Your Google Business Profile (formerly Google My Business) is vital for driving local search traffic and increasing phone calls. When customers search for local services, your profile can appear in the search results and on Google Maps, making it easy for them to call you directly from the search page.
Ensure your profile is current and optimized with accurate contact information, operating hours, and customer reviews. Regularly update your profile with new photos and posts to keep it engaging and relevant. A well-maintained Google Business Profile can significantly enhance your visibility in local search results, leading to more phone calls and business opportunities.

The Importance of Measuring Results

Measuring the results of your marketing efforts is crucial for several reasons:

Optimize Marketing Strategies: By analyzing call data, you can identify which marketing channels and campaigns drive the most calls, allowing you to allocate resources more effectively.
Improve Customer Service: Understanding when and why customers call can help refine your service offerings and improve the overall customer experience.
Drive Business Growth: Identifying trends and opportunities from your call data enables you to make informed decisions that support business growth and expansion.

How To Measure Phone Calls in Google Analytics

Setting up a trigger to measure phone calls in Google Tag Manager (GTM) involves creating a tag that fires when a phone number link is clicked on your website. Here’s a step-by-step guide to help you set this up:

Step 1: Create a New Tag

Log in to Google Tag Manager: Open GTM and select your account and container.
Create a New Tag:

Go to Tags in the left-hand menu.
Click New and then Tag Configuration.
Choose Google Analytics: GA4 Configuration
For GA4:
Set the Event Name to phone_click.
Add any relevant event parameters, like click_url.

Step 2: Create a Trigger for Phone Links

Go to Triggers in the left-hand menu.
Click New and then Trigger Configuration.
Select Click — Just Links.
Set This trigger fires on to Some Link Clicks.
Set the condition to fire when the Click URL contains tel: (or a similar identifier for phone links):

Step 3: Link the Tag and Trigger

Go back to your tag.
Under Triggering, click Add Trigger.
Select the trigger you just created (e.g., Phone Link Clicks).
Save your tag.

Step 4: Publish the Container

Preview and Debug:

Click Preview in GTM to enter Preview Mode.
Open your website in the same browser to see the GTM debug panel.
Click on a phone link to ensure the tag fires correctly.

Publish the Container:

Once you’ve verified that the tag works correctly, go back to GTM.
Click Submit, add a version name and description, and then Publish.

Step 5: Verify in Google Analytics

Go to your Google Analytics account.
Check the Real-Time > Events report to see if phone call clicks are being recorded.

By following these steps, you should be able to successfully track phone call clicks on your website using Google Tag Manager and Google Analytics.

Once you are in Google Analytics, your phone calls will be reported under EVENTS.

You can filter by ‘phone.”

Bonus Tip!

You can also measure Text Messages Sent through your website.

How To Measure Phone Calls From Your Google Business Profile

What if I don’t see this?

Most likely, this means you do not have access to your Google Business Profile, which is a huge problem.

As a business owner, you need to ensure you are your profile owner.

You need a Google account before you can access your Google Business Profile. If you don’t already have one, you can create one by visiting accounts.google.com. That is just another way of saying you need a Gmail or Google Workspace account.

Signing In

Once you have access to your Google Business Profile, Click the Performance tab.

Select The Date Range

You can also gain insights into call performance. Are you missing calls on certain days?

This information can inform your staffing strategy so you don’t lose these opportunities.

For service-based businesses, phone calls are more than just a communication tool-they are a lifeline to potential and existing customers. By measuring and reporting phone calls, leveraging Google Analytics for tracking, and optimizing your Google Business Profile, you can enhance your marketing strategies, improve customer interactions, and drive business growth. Stay ahead of the competition by making data-driven decisions to meet and exceed your customers’ needs.

Incorporate these practices into your business strategy and watch as your phone rings more frequently, bringing in new opportunities and contributing to your success in the competitive world of service-based businesses.

Originally published at https://www.analyticsthatprofit.com.