Resources

Everything here is from running the system, not from a content calendar.

Guides for whoever runs your tracking. The things that broke and how we fixed them. What your trade is running this week. The questions owners ask before a call. Free, no signup.

Guides

Conversion tracking for home servicesWhat to tell Meta and Google, and what never to send. Six things that went wrong in one week. 8 min read.

What broke, and the fix

Nine things Meta and Google do that break an account's numbers. Each one is a thing the platforms do that quietly makes an account's numbers wrong, what it looks like, and what to check on your own account. Written for whoever runs your tracking, so you can send them the link.

Why a moved appointment counts as two bookingsA moved appointment can count twice. The ads then learn that a no-show who rebooked is worth double.What a retry can carry, and what it cannotA retry has no browser. Part of what Meta matches on goes with it, and the retry has to stop at 48 hours.The cancelled booking you must never sendSome bookings must never go out. Send a cancelled one and the ads learn to buy people who cancel.The opt-out that only stopped half of the trackingThe browser stopped tracking. The server kept sending the homeowner's details to Meta on every booking.One dataset for every client, and why that is wrongOne dataset for every client. One company's ads learned from another company's customers.A value sent in the wrong currencyA value in the wrong currency. One visit looked worth more than a decade of ad spend.The click id in the wrong fieldGoogle has three kinds of click id. File one in the wrong field and Google accepts the upload while refusing the row.The failure that looks like successGoogle can answer OK and still refuse your row. Read only the status and you record conversions that never landed.The conversion filed on the wrong dayGoogle files a conversion on the date you tell it. A retry that sends the current time moves your bookings onto the day of the outage.

What the trade is running

What bath remodelers are running this weekEvery bath remodel ad on Facebook and Instagram, counted every week. What they promise, how many they run, how long they last.What window companies are running this weekThe same count for the window trade.Where the count was wrongEvery number we published and later changed. The cause and the size of each change.

Before the call

Questions before the callThe questions a bath remodeler asks before the call. Answered the way we would on the phone.See your ads the way a homeowner doesSend your Facebook page. Within a day a person sends back what you are running, the button on it, and whether your page can book a time.How it worksThe system, step by step. The page, the reminders, the office's tap, and what you see every week.