Calls vs Forms (Tracking and Quality)
Rule
Track the conversion type that matches how customers actually buy.
- Emergency services: calls often matter more.
- Scheduled services: forms can work well.
What to measure
- cost per qualified call
- cost per qualified form
- booking rate (if you can measure it)
Beginner quality filter
Add qualification messaging:
- service area
- minimum price
- availability
Next Step
Continue to Geo Strategy (Radius, Exclusions, Near Me).