Are you trying to figure out what’s working in your marketing? You’re not alone. That question can feel like throwing darts in the dark for most plumbing and heating business owners. Without solid tracking in place, it’s easy to go off gut instinct, which usually means money slipping through the cracks. If you’re unsure which marketing efforts are pulling their weight and which ones are draining your budget, it’s time to look at call tracking.
Call tracking helps you follow the money. When you know where your calls are coming from, you can double down on what’s working and cut loose what’s not. Here’s why it matters, how to set it up, and which tools simplify the process.
Why call tracking matters
Most new jobs start with a phone call. Whether it’s an emergency repair or a quote for a complete system replacement, that first ring matters. But without call tracking, there’s no way to know which ads or efforts drive those calls. And that’s a problem.
With proper call tracking, you know the following vital information:
See what’s working: You’ll know exactly which campaigns or platforms are bringing in calls and which are duds.
Make more brilliant budget moves: Shift your dollars away from what’s not performing and invest more into the channels that deliver.
Stop the guesswork: No more assuming your SEO or direct mail is doing the heavy lifting. You’ll have the proof.
Get a real ROI picture: When you understand what’s generating leads, you can spend more confidently.
How to set up call tracking
Assign a dedicated phone number to each of your marketing channels. While all calls still route to your main line, you’ll be able to trace exactly which campaign or source generated each one.
Here’s what that looks like in practice:
Assign numbers to specific channels: One for your Google Business Profile, one for your website, one for each ad campaign, direct mail piece, etc.
Use a call-tracking tool: Software like CallRail, CallTrackingMetrics, and WhatConverts makes this easy to manage and track.
Add Dynamic Number Insertion: This feature automatically changes the phone number on your website depending on how someone found you, so you’ll know if they came from a Google search, Facebook ad or email.
Look at the numbers regularly: Make time each month to review which sources generate legit leads and which need tweaking.
‘Won’t multiple numbers hurt my SEO?’
It’s a common worry: “If I use different numbers, won’t it confuse Google or my customers?”
Not really. And here’s why:
Google Business Profile flexibility: You can use a tracking number as your primary line on your Google Business Profile if your business number is also listed in the additional phone fields. (Pro tip: Each GBP location should have its unique main number listed across all citations.)
Customers don’t notice: Most folks never realize they’re calling different numbers behind the scenes. They’re just happy someone picked up.
SEO won’t suffer: When done right, Google understands what’s happening and won’t penalize your rankings. Tracking tools have evolved to the point where this is now standard practice.
CRM call tracking vs. dedicated software
What’s the difference? Some CRMs, such as ServiceTitan and Housecall Pro, offer built-in call-tracking capabilities. It’s handy, yes, but it has limits.
The pros of CRM call tracking are it’s already there. If you’re using these platforms, it’s convenient to have tracking built-in. This will provide you with the basics. In other words, you’ll be able to tell which campaigns or listings are bringing in calls.
However, there are a few cons with CRM call tracking:
Limited flexibility: Most CRMs don’t offer advanced tracking features like DNI, so you can’t accurately track all your web traffic.
Call routing hiccups: Some systems don’t display or assign calls cleanly, which can throw off your data.
Not enough detail: CRMs often lump all calls together. That means you assume every ring is a real lead - when we both know half of them are spam or sales reps.
On the other hand, a dedicated call-tracking system is the way to go if you’re serious about knowing where your leads come from and making every dollar count. Tools like CallRail, CallTrackingMetrics, and WhatConverts offer far more firepower than a CRM can.
Here’s what you get:
Dynamic Number Insertion: This is key. DNI switches out the number on your site depending on how the visitor got there. So instead of guessing whether a lead came from SEO, your Google Business Profile or a paid ad, you’ll know for sure.
Most plumbing and heating business owners assume their web traffic is “direct,” but without DNI, you’re blind to what drove the click. And here’s the kicker: About 85–95% of your calls likely come from your Google Business Profile, not your website’s organic rankings. Don’t let faulty attribution mislead your next budget decision.
Clear Google Business Profile attribution: We all know how powerful your Google Business Profile can be. But if those calls aren’t tracked separately, they get tossed in with “website leads” and you lose clarity. With proper tracking software, you can cleanly separate and measure GBP calls, organic calls, and paid ad calls.
Deeper insights: You’ll also get access to call recordings for training; call duration and engagement stats to spot high-value leads; keyword tracking to see which search terms are converting; and AI-powered call summaries and tagging.
The bottom line: Stop guessing and start tracking.
No matter what kind of marketing you’re doing – local SEO; Google Business Profile ranking work; paid ads; or mailers – you need to know what’s driving real results.
That means tracking every call, not just hoping your efforts are working.
If an ad is filling your board with leads, keep it rolling. If a campaign isn’t producing calls, cut it or fix it. If your Google Business Profile is your top performer (and it probably is), invest in ranking it higher.
When you’ve got the data in front of you, you can make better decisions and spend smarter. In today’s plumbing and heating market, where competition is high and margins matter, tracking isn’t a luxury, it’s a must.
