Call Tracking Solutions for Home Services

79% of marketers say phone calls have the highest conversion rate of any lead source. For home service contractors, that number is probably higher. When someone’s furnace dies in January, they’re not filling out a contact form.

The problem: most contractors can’t tell you which marketing channel generated which call. They know the phone rang. They booked the job. But was that from the Google Ads campaign, the mailer, or the truck wrap?

Without attribution, you’re making marketing decisions blind. You keep spending on channels that might not work while underinvesting in channels that might be crushing it.

Call tracking solves this. Here’s how to implement it without overcomplicating things.

How call tracking works

The core concept is simple: use different phone numbers for different marketing channels. When someone calls the number on your Google Ads, you know they came from Google Ads. When they call the number on your door hanger, you know they came from the door hanger.

Modern call tracking goes further with dynamic number insertion. A script on your website swaps your phone number based on how the visitor arrived. Someone who clicked a Google Ad sees one number. Someone who came from organic search sees another. Someone who typed your URL directly sees a third.

All these numbers forward to your main line. The caller experience is identical. But now you know where every call originated.

What you can track

Source attribution is the foundation. Which marketing channel generated the call? Google Ads, Facebook, organic search, referral, direct traffic, specific campaigns.

Keyword-level data matters for paid search. If you’re bidding on “emergency plumber” and “water heater installation,” you want to know which keyword is generating the $3,000 jobs versus the price shoppers.

Call recording captures every conversation. Review calls to improve sales skills, train new staff, and resolve disputes about what was said. Some contractors listen to every call. Others only review when there’s a problem.

Call duration and outcome separate real leads from wrong numbers and salespeople. A 45-second call is probably not a booked job. A 7-minute call often is.

Caller information including name, location, and phone type. Some systems integrate with data providers to show you more about who’s calling before you answer.

The main players

CallRail

Best for: Most home service contractors

CallRail dominates the SMB call tracking market for good reason. Setup is straightforward, the interface is clean, and pricing is reasonable. Plans start around $50/month for basic tracking and scale to $150+ for advanced features.

The form tracking add-on lets you attribute form submissions alongside calls. If someone submits your contact form, you see the same source data as phone calls. This gives you a complete picture of lead generation.

Integration options are strong. CallRail connects with Google Ads, Google Analytics, most CRMs, and popular marketing platforms. Data syncs automatically, reducing manual work.

The reporting dashboard answers the questions contractors actually ask: which channels generate calls, which calls convert to jobs, what’s my cost per lead by source.

CallTrackingMetrics

Best for: Contractors with complex multi-location operations

CallTrackingMetrics offers more sophisticated routing and reporting than CallRail. If you’re running multiple locations with different teams, this platform handles that complexity well.

The conversation intelligence features use AI to score calls, identify keywords, and flag calls that need review. For contractors handling high call volume, this saves hours of manual review.

Pricing is slightly higher, starting around $65/month. The value shows up at scale where advanced features reduce operational overhead.

WhatConverts

Best for: Agencies managing contractor accounts

WhatConverts positions itself as a lead tracking platform rather than just call tracking. It captures calls, forms, chats, and transactions in one dashboard.

The lead value tracking is particularly useful. You can attach a dollar value to each lead and see revenue by channel, not just lead count. That answers the real question: which marketing is making money?

For contractors working with a marketing agency, WhatConverts gives both parties visibility into what’s working. Agencies love the reporting. Contractors love the accountability.

ServiceTitan Marketing Pro

Best for: Contractors already on ServiceTitan

If you’re running ServiceTitan, their Marketing Pro module includes call tracking that integrates directly with your existing data. Phone calls connect to customer records, job history, and revenue automatically.

The attribution happens at the revenue level, not just the lead level. You see which marketing channels generate the highest-value customers over time, not just which ones generate the most calls.

The limitation is you’re locked into the ServiceTitan ecosystem. The tracking only works with their platform. If you ever switch CRMs, you lose your attribution history.

Read more about ServiceTitan marketing integration.

Marchex

Best for: Enterprise and franchise operations

Marchex powers call tracking for major brands and franchise networks. The platform handles high volume and complex organizational structures.

For most independent contractors, Marchex is overkill. The pricing reflects enterprise positioning. Unless you’re running 10+ locations, simpler solutions fit better.

Setting up call tracking

Step 1: Map your channels

List every place your phone number appears: website, Google Business Profile, Google Ads, Facebook ads, Yelp, Angi, direct mail, vehicle wraps, yard signs, business cards.

Each channel gets its own tracking number. For channels with small volume (business cards), you might group several together. For major spend channels (Google Ads), use individual numbers.

Step 2: Choose static vs. dynamic

Static numbers are fixed tracking numbers assigned to specific channels. Your truck wrap always shows the same number. Your direct mail always shows another number.

Dynamic numbers rotate based on visitor behavior. Your website shows different numbers to different visitors. This enables session-level attribution for web traffic.

Most contractors need both. Static for offline marketing. Dynamic for website tracking.

Step 3: Install the tracking script

For dynamic number insertion, you add a JavaScript snippet to your website. This takes 5-10 minutes with any platform. The script automatically swaps your phone number based on traffic source.

Test thoroughly before going live. Call each number yourself. Verify the forwarding works. Check that the source attribution records correctly.

Step 4: Configure your phone system

All tracking numbers forward to your main business line. Set up call forwarding in your tracking platform, then test each number.

Consider how calls route during off-hours. Do they go to voicemail? An answering service? Your personal cell? The tracking system needs to handle this flow.

Step 5: Train your team

Call tracking only works if someone reviews the data. Weekly reviews work for most contractors: which channels generated calls, what was the call quality, which campaigns need adjustment.

If you’re recording calls, establish who reviews them and when. Call recordings are gold for training new staff, but only if someone actually listens.

Common mistakes to avoid

Tracking too little

Some contractors put one tracking number on their website and call it done. They miss the opportunity to track Google Ads separately from organic search, or to attribute calls from their Google Business Profile.

More granular tracking costs more but reveals more. You can’t optimize what you can’t measure.

Not tracking offline channels

Call tracking isn’t just for digital marketing. Put unique numbers on your mailers, yard signs, and vehicle wraps. That “how did you hear about us” question at the end of a call is unreliable. People don’t remember accurately.

Tracking numbers remove the guesswork.

Ignoring call recordings

Recording calls feels invasive to some contractors. The value is undeniable. You hear how your team handles objections, which questions they struggle with, and which sales opportunities they miss.

One contractor discovered his CSR was quoting prices over the phone instead of booking appointments. That insight came from reviewing call recordings. The behavior was costing thousands monthly.

Check local laws before recording. Most states require one-party consent (you, the business, are the consenting party). Some states require all parties to consent.

Forgetting to update everywhere

When you add tracking numbers, every instance of your old phone number needs updating. Websites, social profiles, directory listings, printed materials. Miss one and you create tracking gaps.

Make a checklist. Check it twice.

Connecting calls to revenue

Call tracking tells you where leads come from. The next step is connecting those leads to closed jobs and revenue.

Most call tracking platforms integrate with CRMs. When a call comes in, the system creates a lead record with source data attached. When that lead becomes a customer, you see the full attribution path.

For contractors using field service software like ServiceTitan, Housecall Pro, or Jobber, this integration closes the loop. You see which marketing channels generate the highest average job value, the best close rates, and the most repeat customers.

Read more about marketing attribution for home services.

The ROI calculation

Call tracking costs $50-150/month for most contractors. Is it worth it?

Consider this: if your Google Ads spend is $2,000/month and you can’t tell which campaigns drive calls versus which waste money, you’re probably leaving $500+/month on the table. Eliminating one underperforming campaign pays for the tracking.

The clarity compounds. When you know exactly what works, you double down on winners and cut losers. Marketing spend becomes more efficient quarter over quarter.

Contractors who implement call tracking typically find 30-40% of their phone leads were unattributed before. That’s 30-40% of their marketing effectiveness that was invisible.

Beyond phone calls

Calls matter most, but they’re not everything. Forms, chats, and texts also generate leads. A complete attribution picture includes all channels.

Most call tracking platforms now offer multi-channel tracking. CallRail tracks forms and texts. WhatConverts tracks everything including chat widgets.

The goal is one dashboard showing all leads by source. No blind spots. No guessing.

When you can see that organic search generates 40% of leads, Google Ads generates 30%, and your referral program generates 20%, you make better decisions about where to invest time and money.

Start with call tracking. It’s where most leads come from. Expand to other channels as your tracking matures.