How do you track enquiries from Google? You count the calls, forms and bookings that arrive, and you note where each one came from. Most local businesses can do it with free tools and one question on the phone.
Start with your Google Business Profile numbers
Your profile shows how many people tapped to call you, asked for directions or visited your website from it. Check it once a month and write the numbers down. A spreadsheet with a row for each month is enough.
Count your website enquiries
Set up your contact form so every enquiry lands in your inbox, and count them. If you use Google Analytics 4, you can track enquiries from Google by setting up a form being sent, or a tap on your phone number, as a key event. It takes a few minutes in Analytics. Alternatively, you can get an expert to help you set it up. Once it’s set up, each one is counted, so you can see how many enquiries your site brings in and which pages they came from. It only counts visitors who accept cookies, so treat the number as a floor, not an exact count.
Ask every new customer one question
“How did you hear about us?” It costs nothing, and it catches word of mouth as well. People forget where they found you, so treat the answers as a guide, not an exact count. Write them down at the time, because if you’re anything like us, you won’t remember them at the end of the month.
Tracking calls and forms for Google Ads
Google Ads can count calls made from your ad and forms sent from your site after someone clicks. This is call tracking and form tracking, and we set up both on every campaign, so our reports count enquiries, not just clicks. If you’re running ads without them, you can see what you’ve spent but not what it bought, meaning you’re basically flying blind. Before you start spending, our guide to whether Google Ads is worth it for a local business covers when it pays off and what it costs.
What a good monthly report shows
- Calls and form enquiries, month by month
- Where each one came from: your profile, your website, your ads
- What you paid, if you’re running ads
- What’s changing next
If your report is full of impressions and clicks but has no calls in it, ask for the calls.
A note on privacy
Tracking tools use cookies and collect information about visitors, so be upfront about it. Say what you collect in your privacy policy. Our own website doesn’t load Google or Meta tags until a visitor says yes to cookies.
Where to start with tracking
Check your profile numbers this week, and add the “how did you hear about us” question to your next call. If you’d like it set up for you, call and click tracking is part of our Google Business Profile tune-up, analytics comes with every website we build, and every monthly plan includes a plain-English report. The free audit shows how you look on Google today.