How accurate is your marketing attribution? With limited budgets and resources, every dollar and hour spent on marketing counts, especially when it comes to one of your most significant lead sources: Google Ads. Contractors risk pouring thousands of dollars from their ad budget into ineffective campaigns, missing the chance to connect with the right audience at the right time.
Accurate marketing attribution is not just about identifying the source of clicks, calls, or form fills. It is about knowing which campaigns are driving jobs and revenue for your business. Without this data, contractors and their agencies lack the insights needed to make smart decisions about where to focus your marketing budget, optimize campaigns, and scale. Ask yourself – do you know the true ROI of your Google Ad campaigns? If not, then you’re likely wasting a significant amount of ad spend.
The problem with marketing attribution today
Unlike e-commerce, the customer journey for someone looking for your services happens both online and offline. A homeowner might see a Google Ad or discover you on websites like Yelp or Angi, and then they may call your business, or email, or go to your website and fill out a form. Tracking that entire customer journey all the way through is challenging as it involves different systems – the ad platform, your website, your phone system, and ServiceTitan. Making sense of the data across multiple systems involves a lot of heavy lifting like going through reporting every month, cleaning Ad performance data, pulling data from each system and lining everything up to match. Add to that the manual attribution that is performed by CSRs whenever they click on the dropdown menu is not always accurate or reliable, nor is it granular enough to understand performance at a campaign level.
Reliable, accurate marketing attribution with Marketing Pro
With Marketing Pro- Ads, your Google Ads, Google Analytics and ServiceTitan data are all connected. Our built-in Dynamic Call Tracking feature (DNI or Dynamic Number Insertion) automates attribution automatically so that every conversion that happens on your website or anywhere is covered. In addition, Marketing Pro includes several other features that ensure accurate and reliable marketing attribution:
- Manual Call Attribution allows your manual calls to automatically inherit marketing attribution from the first inbound abandoned call within the last 48 hours, if the call information matches the customer record. This will ensure that ads measurement always accounts for conversions captured in ServiceTitan for call-backs or when the call bubble is not clicked by the CSR. For example, let's say a lead calls in and leaves a voicemail and your CSR calls back and books a manual job out of it. Marketing Pro will automatically assign the marketing campaign that drove that initial voicemail call.
- Revenue Attribution Windows allows you to specify a time range when all jobs within the range are assigned the same marketing campaign attribution of the initial job. This means any follow up jobs completed within the attribution window of the first job will have their campaign attribution overwritten with the first job’s campaign.
- Marketing Attribution Override helps you disable the marketing campaign dropdown on the call screen of ServiceTitan when Marketing Pro automatically detects and sets the campaign attribution for you. This helps eliminate the errors of automatically attributed campaigns by the Dynamic Call Tracking (DNI) integration.
The true ROI of your ad campaigns
Connected data gives you full funnel insight and allows Google Ads, Google Analytics and ServiceTitan to work better together. By accurately tying your campaigns to revenue, you can understand the true ROI of individual ad campaigns, eliminate wasted spend on your poor performers, and reallocate budget to your high performers.
To learn more about how Marketing Pro - Ads can deliver reliable and accurate marketing attribution for your business, contact a Pro Account Manager.
