Listen up, lads (and lasses). You might be the best plumber, builder, or sparky in your neck of the woods, but if no sod knows you exist online, you’re basically chucking potential customers straight into your competitor’s lap. Harsh reality, I know—but that’s the digital age for you. There’s no point moaning about how the internet’s taken over everything if you’re not gonna use it to your advantage.

And that’s why we need to talk about tracking your digital marketing success. Because let’s face it: we’re all busy, on the road from job to job, dealing with suppliers, fixing the right cock-ups, and trying not to lose our rag when the client’s labradoodle won’t stop nicking our tools. The last thing we need is to waste precious time and money on marketing that doesn’t bloody work. So let’s get stuck in: here’s a down-to-earth guide on how to measure whether all this ‘online malarkey’ is paying off or just giving you a headache.

1. Why Bother Tracking Anything, Anyway?

Some tradespeople think digital marketing is like a slot machine: you chuck some money in (maybe pay for a few ads), spin the reels, and hope leads pop out. Bollocks to that, I say. If you’re not measuring how many leads you get, where they’re coming from, and how much they’re worth, you might as well be flushing cash down the bog.

Tracking your online marketing:

• Shows you what’s working and what’s complete crap.
• Helps you figure out if that new fancy website you paid for is actually making the phone ring.
• Saves you from wasting time on marketing channels that do sod-all.
• Lets you see the cold, hard numbers behind your business growth.

2. The Basics: Set Clear Goals

Before you can track a damn thing, you’ve got to know what you’re aiming for. Sounds obvious, but you’d be surprised how many folks just throw money at an ad campaign or a “digital marketing guru” without any real plan.

2.1. Types of Goals

1. More Phone Calls: Are you looking to double the number of calls coming in each month?
2. Increased Website Traffic: Maybe you want 1,000 more visitors to your website each month.
3. Higher Search Rankings: Show up on the first page of Google when someone searches “Plumber in Birmingham” (or whatever your trade and location is).
4. More Quotes/Estimates Sent: Could be you want 20 new quote requests per week.
5. Bigger Social Media Following: Some trades get a kick out of having a big Facebook or Instagram audience—especially if they can show off fancy before-and-after pics of their jobs.

Decide which metric matters most to you, or pick a couple that align with your business ambitions. That way, you’ll know what to track.

3. Google Business Profile: The First Port of Call

If you haven’t claimed your Google Business Profile (formerly Google My Business), sort it out right now. (Yes, right now. I’ll wait.) It’s that free listing that shows your location, phone number, reviews, and all that jazz whenever someone Googles your business or something like “sparky near me.”

3.1. Insights from Google Business Profile

Once you’ve got it set up, you can look at Insights to see:

• How many views your profile gets.
• The keywords or phrases people are typing that lead them to your listing (e.g., “emergency plumber in Swindon”).
• How many phone calls you received via the listing.
• How many people clicked “Driving Directions” to your location.

This is gold dust. If you see that 50 people found you by typing in “cheap plumber in Swindon,” you can capitalise on that by adding that phrase to your website or your ads. If you’re only getting 2 calls a week, you know something’s up—maybe your listing’s incomplete, or the photos are dreadful, or your reviews are lacking.

4. Website Analytics: Digging into Google Analytics

Your website is your digital storefront. And just like you’d keep your actual shop or van tidy and well-stocked, you want your website to be top-notch. But how do you know if anyone’s even visiting it? That’s where Google Analytics steps in.

4.1. Setting It Up

• Sign up for a free Google Analytics account.
• Slap the tracking code on your website. If you’re not tech-savvy, ask your web developer or that nephew who’s “good with computers.”

4.2. What to Look For

• Sessions: A fancy word for “visits.” If your sessions go from 100 a month to 500 a month, you’re headed in the right direction.
• Bounce Rate: How quickly do people bugger off after landing on your site? A high bounce rate might mean your site’s slower than a snail, or the content isn’t relevant.
• Pages per Session: If people click around your site, that’s a sign they’re finding interesting stuff.
• Conversion Tracking: You can set up goals, like “filled out the quote form” or “clicked to call.” Then you can see exactly how many leads your website generated.

Let’s say you notice loads of visits to your ‘Emergency Plumbing’ page but no calls or contact form submissions. That’s a red flag. Maybe your phone number isn’t obvious, or your contact form is buggered. Without tracking, you’d never know.

5. Call Tracking: Don’t Miss a Single Ring

If you’re a tradesperson, you probably get the majority of enquiries by phone. So let’s not forget: A bounce in online traffic means squat if the phone’s not ringing. Enter call tracking.

5.1. How It Works

• You get a special tracking phone number (or several) that forwards to your actual number.
• When someone calls that tracking number, you know exactly which ad or page they came from.

For example, you can have one tracking number on your Google Business Profile, another on your Facebook ads, and another on your website. Then you’ll know, “Hey, I got 20 calls from my website last month, 10 from Facebook, and 15 from Google Business Profile.” If one channel is bringing in more leads than you can handle, you know to invest more in it. If another channel is doing bugger-all, maybe it’s time to ditch it or change tactics.

6. Search Engine Rankings: Are You Climbing the Ladder?

Look, we all want to be on that coveted first page of Google, right? Because, let’s be honest, how often do you click over to page 2, let alone page 10? Hardly ever. But “tracking your search engine rankings” can be a bit tricky. You might type “best roofer in Liverpool” into Google one day and see yourself at position #3, but the next day you’re at #7. Google personalises results based on your location and previous searches.

6.1. Tools for Tracking Your Rankings

• Semrush or Ahrefs: Paid tools that show you your average ranking for specific keywords, how it’s changed, and which pages rank best.
• Google Search Console: Free tool from Google that tells you which keywords you’re appearing for, your average position, and your click-through rate (CTR).

6.2. Keeping Your Eye on the Right Keywords

No point bragging that you rank #1 for “Bob’s Extra-Special Drain Blaster 3000” if nobody’s searching for that. You want to track keywords that your potential customers actually use. Think “emergency electrician in Leeds” or “kitchen fitter near me.” If you see your average ranking creeping up for those, you’re on the right track.

7. Social Media Metrics: More Than Just Likes

Some tradies swear by Facebook or Instagram to show off pictures of their handiwork (like a freshly tiled bathroom or a brand-new extension). But how do you know if your social media efforts are worth it?

7.1. Engagement

• Likes and Comments: A quick measure of whether people give a toss about your posts.
• Shares: If your post is shared, it’s reaching a wider audience—good sign.
• Messages: Potential customers might DM you for a quote. That’s a strong lead right there.

7.2. Click-Throughs to Your Website

If you’re posting links to your site, you can track how many people clicked through. Facebook Insights or Instagram’s analytics can help, or you can use Google Analytics (UTM parameters) to see which platform is sending traffic your way.

7.3. Don’t Get Seduced by Vanity

It’s nice to have 5,000 followers, but if none of them ever pick up the phone or hire you, what’s the bloody point? Focus on whether social media leads to actual customers, not just inflated numbers.

8. Reviews and Reputation Management

Here’s the truth: Reviews can make or break a tradesperson. A few scathing 1-star reviews can turn away business faster than a blocked bog at a wedding reception. On the flip side, a load of 5-star accolades will have new customers queuing up for your services.

8.1. Where to Track Reviews

• Google Business Profile
• Facebook
• Trustpilot (if relevant)
• Yell, Checkatrade, or other industry directories

8.2. Measuring Sentiment

Tracking isn’t just about how many reviews you get. Look at your average star rating and the nature of the comments. Do customers praise your punctuality, or do they say you’re a right grump who leaves a mess? That feedback’s priceless. If you find people often mention “a bit overpriced,” maybe it’s time to reconsider your rates or emphasise your quality to justify the extra cost.

9. Putting It All Together: KPIs for Tradesmen

Let’s be real: you’re busy. You don’t have time to faff about with 20 different metrics. Narrow it down to a few key performance indicators (KPIs) that actually matter to your business. For example:

1. Monthly Phone Calls from your website or ads.
2. Number of Quote Requests submitted via email or online form.
3. Search Engine Ranking for your top 3-5 keywords (e.g., “plumber in [your town]”).
4. Google Business Profile calls and directions requests.
5. Average Star Rating across your main review platforms.

Check these numbers each month—like you’d do with your finances. If they’re going up, pat yourself on the back. If they’re going down, time to investigate and fix what’s not working.

10. Don’t Forget the Old-School Touch

Digital marketing might be the big cheese, but word-of-mouth is still powerful as hell, especially for trades. When you finish a job and the customer’s chuffed to bits, ask if they’ll leave a Google review or mention you to their mates.

Take note of how many leads come from “my neighbour recommended you” vs. “I found you on Google.” That’s data too, even if it’s a bit more old-school. Pop it in a spreadsheet if you fancy. The idea is to see the bigger picture of how your marketing—both online and offline—is paying off.

11. Adjusting Your Game Plan

Tracking is only half the battle. If you’ve discovered that your social media pages are about as lively as a Sunday morning with a hangover, do something about it. Post more frequently, show behind-the-scenes snaps of you on the job, or run a small ad campaign. If your Google rankings are stuck on page 3, maybe your SEO (Search Engine Optimisation) needs an overhaul.

Key point: Don’t just watch your metrics; use them. If you see a certain kind of post or ad is killing it—like those short videos of you demonstrating a neat plumbing trick—then do more of that. If you see your Google Ads are costing a fortune but bringing no leads, pause them and reassess.

12. The Role of ROI

At the end of the day, the most important question is: Are you making more money than you’re spending? That’s your Return on Investment (ROI). If you spend £200 on Facebook ads and land a £1,000 job, that’s a no-brainer. If you spend £500 on Google Ads and get 2 calls that lead to a measly £100 job, that’s a shit deal.

Keep an eye on how much each lead or sale costs you. This “cost per acquisition” is vital. Over time, you’ll learn which marketing channels give you the best bang for your buck.

13. Common Digital Marketing Tracking Mistakes

1. Ignoring Mobile Users: Let’s be honest, most folks search for “emergency plumber” on their phone. If your site’s not mobile-friendly, you’re buggered.
2. Not Setting Up Proper Goals: If you’re not telling Google Analytics what you consider a “goal,” you’re missing half the story.
3. Focusing on Vanity Metrics: Likes and shares are lovely, but they don’t pay the bills.
4. Not Checking Often Enough: Leaving your analytics to gather dust for months on end means you’ll have no clue when things go tits-up.
5. Forgetting Offline Conversions: If someone finds your website but calls you later from a different phone or device, that lead might not be traced directly to your site. Use call tracking or simply ask people where they found you.

14. Keeping It Simple with Dashboards

If your head’s spinning from talk of analytics, calls, and conversions, consider using a marketing dashboard. Tools like Google Data Studio (free) or paid options like Cyfe or DashThis let you pull in data from different sources (Google Analytics, social media, call tracking, etc.) into one simple interface. Then you can glance at one screen to see how your digital marketing is doing—like checking a car’s dashboard to see if you’re low on fuel or about to blow a gasket.

Conclusion: Numbers Don’t Lie

All right, time to wrap it up. The point here is that digital marketing isn’t some magical mystery tour. It’s not a slot machine. It’s a system. And like any system, it’s got numbers behind it—numbers that can tell you if you’re smashing it or pissing money away.

If you’re still on the fence, let me put it bluntly: You wouldn’t do a job without measuring if it’s done properly, right? You wouldn’t build a wall without checking if it’s level. You wouldn’t install a boiler without running pressure tests. So, why the hell would you throw money at online ads, a shiny new website, or a social media campaign without measuring if it works?

Here’s the good news: By tracking your results, you’ll start to see exactly where your leads come from and which marketing efforts bring the best ROI. That means more time, more money, and less stress. And hey, maybe even an extra pint at the pub to celebrate.

If all this talk of Google Analytics and call tracking makes your head spin, we can help. We’re SEO For The Trade, and we specialise in helping UK tradespeople sort out their digital marketing—no fancy jargon, no bullshit, just results. Get in touch and let’s chat about how to make your phone ring off the hook with customers who are ready to pay for your expertise.