We track leads and phone calls from your website by setting up conversion tracking (forms, bookings, clicks) in Google Analytics 4 and pairing it with call tracking numbers that tie every call back to the channel that sent it.
For website leads, we track the actions that actually mean “a real prospect raised a hand,” not pageviews. That usually includes contact form submits, appointment requests, quote requests, live chat starts, and clicks on your email address. On mobile, phone taps are often the biggest driver, so we also track click-to-call events on every phone number link (your header, sticky button, contact page, and service pages). If you use a scheduler (like Calendly or a practice booking tool), we track completed bookings and the booking confirmation view as a conversion.
For phone calls, the cleanest method is a call tracking platform that provides unique numbers and uses dynamic number insertion on your site. In plain English, your site shows a different phone number depending on where the visitor came from, like Google Ads, organic search, a Facebook campaign, an email link, or a QR code. When they call, the system logs the call, records basic details (duration, missed vs answered, caller area code), and passes the source data into analytics and your CRM if you want it. This is especially helpful for Orlando businesses because “call first, decide fast” behavior is common in home services, legal, and healthcare.
| What you want to track | How we track it | Notes that matter |
|---|---|---|
| Contact form leads | GA4 event on submit or thank-you page | Filters spam, tracks which page produced the lead |
| Phone calls from the website | Call tracking number with dynamic swapping | Keeps the call source, works for SEO and ads |
| Click-to-call taps | GA4 click event on tel: links | Useful even without call tracking, but it does not confirm the call connected |
| Booked appointments | GA4 event on booking confirmation | Best “lead quality” signal for clinics and practices |
| Chat leads | GA4 event from chat tool trigger | Tracks starts and completed conversations |
| Google Ads calls | Google Ads call conversions plus call tracking import | Lets you see which keywords and ads drove calls |
Most tracking problems come from one of three gaps: the website does not fire a conversion event, calls are not tied back to the source, or the data never reaches the system your team uses to follow up. Our web builds include a tracking plan during website design so you can see a straight line from traffic source to lead to booked job, not a mess of disconnected dashboards.
There’s also a local SEO detail people miss: putting tracking numbers everywhere can create business listing inconsistencies. A better setup is keeping your primary number consistent in your footer, schema, and directory listings, then swapping numbers only on the website using dynamic insertion. That gives you attribution without turning your online info into a moving target.
Privacy and compliance matter too. If your call tracking includes recording, add a short disclosure on the call (“This call may be recorded…”) and confirm what’s required for your industry and location in Florida. For website cookies and ad tracking, use a consent banner when you run remarketing or other marketing tags, and keep your privacy policy current.
If you want tracking tied directly to ad spend, we typically connect GA4, Google Tag Manager, and your ad accounts, then set up conversion actions and call imports so your campaigns can be judged on leads, not clicks. That work often sits alongside our PPC management when you want tighter attribution from keyword to call.
If you’re building this in-house, start with one checklist: define what counts as a lead, set up GA4 conversions for each lead action, add UTM tags to every campaign link, install call tracking with dynamic swapping, then run a full test (submit a form and place a call) and confirm the conversions appear where you report. For a deeper view of the measurement tools that usually go with this setup, our FAQ on Google Search Console and Google Analytics is a helpful companion.
If you tell us what type of business you run (dentist, law firm, pest control, real estate, or something else), we’ll map the best conversion set and tracking flow for how your customers actually book, which is one of the big differences between a site that looks nice and a site that produces steady inquiries. That idea is also covered in our FAQ on what makes a good small business website.
