Electrical contractor tracking: the reports were 40% air.
An electrical contractor’s thank-you page was firing conversions on refresh, inflating reported results by around 40%. Beeyacorp rebuilt tracking, added call tracking, and surfaced a true cost of £186 per booked job, so decisions finally ran on numbers that matched the diary.
An electrical contractor’s thank-you page was firing conversions on refresh, inflating reported results by around 40%. Beeyacorp rebuilt tracking, added call tracking, and surfaced a true cost of £186 per booked job, so decisions finally ran on numbers that matched the diary.
Every report was inflated by conversions that never happened
The contractor’s ads looked like they were working. The dashboard said so. But underneath a strong-looking conversion count sat a broken thank-you page: every reload, every accidental refresh, fired the conversion tag again. Nobody had touched a campaign setting in months, and the numbers kept climbing anyway.
The bigger problem was invisible rather than inflated. This is a phone-booked trade, and there was no call tracking in place, so the jobs that actually paid the bills weren’t in the data at all. Every budget decision was being made against numbers that were partly fictional and partly missing.
Objectives
- Eliminate the phantom conversions. Stop the thank-you page inflating every report by roughly 40%.
- Add call tracking. Make the phone-driven jobs that actually pay the bills visible in the data.
- Surface the true cost per job. Give the business a number it could actually plan a budget around.
- Base decisions on accurate data. Stop optimising against numbers that were partly fictional and partly missing.
What the audit found
Every engagement opens with a full audit. Four findings, each documented with evidence pulled straight from the account.
| Area | Finding |
|---|---|
| Analytics | The thank-you page fired a conversion on every reload, inflating reported results by roughly 40%. |
| Tracking | No call tracking existed, so phone-driven jobs, the way this business is actually booked, were invisible. |
| Attribution | Reported conversions diverged sharply from the jobs actually completed and invoiced. |
| Data Quality | Duplicate and phantom events were corrupting every optimisation decision built on them. |
None of this was a spend problem. It was a measurement problem, and no amount of budget would have fixed it.
How we fixed it
Fix the data before trusting any decision it produces. We rebuilt conversion tracking to remove the phantom events, added call tracking so phone-driven jobs finally counted, and reconciled every reported number against the jobs actually booked. What came out the other side was a true cost of £186 per job the contractor could plan around.
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What we did
- Rebuilt conversion tracking. Removed the phantom events firing on every thank-you page reload.
- Added call tracking. Phone-driven jobs finally counted toward reported performance.
- Reconciled reporting. Tied every reported conversion back to a job actually booked.
- Surfaced true cost per job. Gave the business a real number to plan a budget around.
How it was sequenced
| Phase | Timeframe | What Happened |
|---|---|---|
| Audit | Days 1–7 | Data-quality and tracking review |
| Fix | Weeks 2–3 | Phantom events removed, call tracking added |
| Reconcile | Weeks 3–4 | Reporting tied to booked jobs |
| Optimise | Month 2+ | Budget aligned to true cost per job |
Replacing 40% phantom data with the true cost per job
Metrics taken directly from the account. Figures reflect the documented engagement outcomes.
| Metric | Before | After |
|---|---|---|
| Phantom conversions | ~40% of reported | Eliminated |
| Call attribution | None | 100% |
| True cost per job | Hidden | £186 |
| Data quality | Corrupted | Clean |
| Fix time | — | ~3 weeks |
Phantom conversions quietly corrupt every downstream decision, and in a call-led trade like this one, no data fix is complete without call tracking. Once both were addressed, an accurate cost-per-job number gave this contractor, and every home services account we see the same pattern in, a foundation to plan a budget around instead of guessing.
Frequently Asked Questions
They're conversions counted that didn't really occur, often caused by a thank-you page that fires the conversion tag every time it loads or refreshes. In this case they inflated reported results by around 40%, corrupting every decision made on that data.
They make some campaigns look far more effective than they are, so budget flows to the wrong places. Optimising against inflated numbers points spend in the wrong direction while the real performance stays hidden.
Because the work is booked by phone. Without call tracking, the jobs that actually drove revenue were invisible, so the account was optimised against a mix of inflated and incomplete data.
It's the real advertising cost to win one booked job, once phantom conversions are removed and phone jobs are counted. For this contractor it came out to £186 per booked job, and that number became the foundation of every budget decision made afterward.
Related client results
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