If you can't say which source produced last month's signed heat-pump jobs, every marketing decision is a guess. A heat-pump sale also takes weeks, which breaks most simple tracking: the click happens in September and the signature in October. This service fixes the plumbing of your data, not your ad copy, so you can see cost per install by source.
What the service is
Answer first: a source field on every lead, tracked numbers where they help, and a monthly report built on signed jobs.
We set up three things. First, a required "first source" field captured at first contact and carried to the job. Second, tracked phone numbers and tagged links so calls and web enquiries record their source automatically. Third, a report that joins marketing spend to signed revenue by source. Where your ad platforms support it, we also import signed-job outcomes back into them so their algorithms learn from installs, not clicks.
Why cost per install beats cost per lead
Answer first: cheap leads that never sign are expensive.
Here is a worked comparison. Put your own numbers in.
| Source | Monthly spend | Leads | Signed jobs | Cost per lead | Cost per install |
|---|---|---|---|---|---|
| Search ads | $4,000 | 50 | 5 | $80 | $800 |
| Social ads | $2,000 | 60 | 2 | $33 | $1,000 |
| Referral program | $600 | 8 | 3 | $75 | $200 |
On cost per lead, social looks like the winner. On cost per install, it is the weakest of the three, and the small referral budget is producing the cheapest jobs. Without the signed-job column, you would move money the wrong way.
Who it is for
Answer first: installers spending meaningful amounts on advertising, or about to.
It fits companies whose ad reports show clicks and calls but never revenue, owners who suspect one channel is wasting money but can't prove it, and anyone about to raise ad spend for a new program season.
What's included
- Source taxonomy: a short, fixed list of sources your staff choose from.
- Tracked numbers for ads, the website and offline media where useful.
- Tagged links for ads, emails and social profiles.
- CRM field setup so source carries from lead to signed job.
- Offline conversion imports to ad platforms where supported.
- A monthly report with cost per install by source.
- A quarterly review of where to move budget.
Timeline
Answer first: about three to four weeks to set up, then 60–90 days before the data is worth acting on.
Because heat-pump sales cycles are long, the first month of data mostly shows leads. The signed-job picture fills in over the following months. We say so plainly in the first reports.
How results are measured
Answer first: by data completeness first, then by cost per install.
The first goal is that 90% or more of signed jobs have a known source. Once that holds, cost per install by source becomes the number we manage.
How tracking feeds the other fixes
Answer first: source data makes every other service measurable.
Once each job carries a source, you can compare close rates on proposals by channel, see whether automated follow-up lifts some sources more than others, and check whether rebate-led ads bring customers who actually qualify. Without it, each of those questions turns into an opinion.
Mistakes to avoid
- Too many source options. Twenty choices in a dropdown means staff pick "other".
- Tracking numbers on your Google Business Profile without care. Done wrong, it can create inconsistent listings; we set it up so your main number stays primary.
- Judging a channel after two weeks. Heat-pump decisions take longer.
- Reporting leads, not jobs. Leads are an input, not the result.
Our results from HVAC work rely on this discipline: HVACDeal.ca reported a 12:1 ROI on 500+ leads because every lead was tied to a source. See the results page for more, and the services overview for how tracking connects to the other fixes. When you know where installs come from, the demand-side playbook at HeatPump.Marketing helps you decide where to spend next.
Frequently asked questions
Does call tracking change our phone number?
Your main number stays. Tracking numbers forward to it, and they're shown only to visitors from particular sources. Your Google Business Profile and printed materials keep the number customers already know.
Can you track jobs that close weeks after the first call?
Yes, as long as the source is recorded on the customer record at first contact and carried through to the signed job. That's the most important part of the setup.
Do you record calls?
Recording is optional and depends on your policies and the notices your provinces require. Many installers choose not to record; tracking works without it.
What does the monthly report show?
Leads, site visits, proposals, signed jobs, revenue and marketing cost by source, with cost per install as the headline. Short notes explain any big swings.