Most businesses can tell you how many enquiries they got last month. Far fewer can name the campaign that produced them. Almost nobody can say which turned into money.
There is a long way to fix that and a short way. This is the short way.
What it does
WhatConverts swaps the phone number on your site for a tracking number, and watches your forms. When somebody calls or enquires, it records which source, ad and keyword brought them in.
You get one place listing every lead, with the campaign attached. Calls are recorded. You can mark each lead as qualified or not. Push that back into Google Ads, and bidding learns from real quality.
Why I use it
It works in an afternoon. A script on the site, numbers provisioned, done. No developer, no data warehouse.
Calls are tracked properly. For service businesses the phone is most of the volume. Counting form fills alone hides most of the picture.
Lead quality is a field, not a guess. Marking leads as qualified is what makes the reporting worth reading.
Clients can use it. It is a list of leads with names and recordings. Nobody needs training to understand it.
Where it stops being simple
Basic call and form tracking is genuinely plug and play. Past that it gets fiddly.
Revenue back from a CRM. Attaching the sale value to the original click means matching records between systems. That is a build.
Offline conversions into Google Ads. Passing qualified leads and values back so Smart Bidding optimises on revenue takes setup and maintenance.
Anything with a long sales cycle. If a lead closes four months later, keeping the thread intact is the hard part.
Multiple sites, or a booking system in the middle. More moving parts, more places for attribution to break.
Worth doing if
You take enquiries by phone and form. You spend money on ads. You cannot name the campaign behind last month’s best lead.
If it starts fighting you past the basics, that is the point to get in touch. Setting this up properly is most of what I do.