Decide what counts as an enquiry
Pick the actions that mean a real lead, and track only those:
- A completed quote or contact form
- A tap on your call button
- A booking request
- A message started from the ad
The Meta pixel and conversion events
The Meta pixel is a small script on your website that tells Meta when someone who saw your ad does one of those actions. Meta uses it to report results and to show your ads to people more likely to act. Meta also offers a server-side connection, the Conversions API, which can record events the browser misses.
Calls are harder to track
A website can record a tap on the call button, but not whether the call connected or turned into a job. To close that gap, ask callers how they found you, or use a dedicated tracking number for the ads.
Tag your links
Add UTM tags to the links in your ads (for example utm_source=facebook and utm_campaign=spring-turf). Google Analytics then shows which campaign each visit and enquiry came from, alongside what Meta reports.
Ask for consent
Tracking scripts set cookies and share data with Meta and Google. We load them only after the visitor accepts, and explain them in the privacy and cookie policies. Some people will decline, so reports will always undercount a little.
Expect gaps
Browsers and phones limit tracking, people switch devices, and some enquiries arrive by word of mouth after someone saw an ad. Treat the numbers as a guide for comparing ads, and check them against the jobs you actually booked.