Quick answer
Track the actions that represent a real sales conversation: qualified phone calls above a minimum length, submitted estimate forms, and text or chat leads. Then track what happens next: estimate scheduled, estimate completed, job won and revenue. Button clicks and page views are useful signals, but they should not be counted as primary conversions.
The full answer
Ad platforms optimize toward whatever you mark as a conversion. Counting weak signals as conversions teaches the algorithm to find more weak signals.
| Primary (optimize toward) | Secondary (observe only) |
|---|---|
| Calls over a minimum duration | Tap-to-call clicks |
| Submitted estimate forms | Form starts |
| Qualified text / chat leads | Page views, time on site |
| Offline: estimates and won jobs | Scroll depth |
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
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