Analytics & Measurement

You can't improve what you can't measure, and most home-service businesses are still making marketing decisions on top of broken measurement. GA4's rollout, the death of third-party cookies, iOS tracking restrictions, and the disappearance of the "classic" paid-search attribution model have made the measurement problem harder at exactly the moment budgets got tighter. That's what this category is about: building a measurement stack for contractors that actually tells you where your revenue came from.

Posts cover the full reporting layer: GA4 event setup for multi-touch home-service funnels, call tracking integration (CallRail, Invoca, Phonewagon) and why the tracked-number approach is non-negotiable, conversion import into Google Ads and Meta, multi-touch attribution frameworks that work without a full data team, and the reporting cadences and KPI dashboards that actually drive decisions instead of decorating slide decks. The goal is a measurement setup that survives a strategy meeting — where an owner or agency can point at a chart and make a real call about where the next dollar goes.