Leads = forms, calls ≥30s, booked appointments. Track all three.
Use GTM to send events: form_submit, call_click, call_connected, calendar_booked, file_download.
Standardize: utm_source, utm_medium, utm_campaign, utm_content. Mirror in your CRM.
Dynamic number insertion matches sessions to phone calls. Record source & keyword where possible.
Blend GA4 + call data: CPL, qualified rate, show-rate, close-rate, ROAS. Make decisions weekly.
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