How to track HVAC website leads through to booked work

PracticalMode · November 1, 2026

Keep one lead log the office can finish

Start with one row per distinct customer request. A shared sheet works if dispatch can update it during a callback. If your field service software already holds the information, add the missing fields there. Pick someone to own each open row before adding more reporting tools.

Copy this header into a spreadsheet. The fields are separated by tabs. Keep names, phone numbers and addresses in your private customer system. The lead ID lets your office find the right record.

Lead ID	First inquiry date	First known source	Landing page	Request type	Contact method	Eligible?	Current stage	Stage date	Visit booked on	Estimate visit held on	Proposal sent on	Install booked on	Job completed on	Next action	Owner	Job ID	Outcome reason

Download the blank HVAC lead log (TSV). Open it in your spreadsheet app, or copy the header above into the first row of your existing sheet.

Illustrative entry. R-104 came in by phone on August 5 from the AC repair page. Dispatch confirmed the ZIP was in range, booked a service visit that day and linked job J-62 for August 6. Mark it eligible and enter August 5 under “Visit booked on.” Leave the estimate and installation columns empty. Keep each milestone date as the lead moves forward. A callback to confirm the address stays on that row. A separate request for work on another system gets its own ID.

Agree on what counts as booked

Repair or service call

Record the request when someone reaches your office about a specific job. Mark the service call booked when dispatch and the customer agree on a visit. Later mark completed, canceled or rescheduled. Keep a reschedule attached to the original booking.

Replacement estimate

Record the inquiry, then the estimate visit, then the proposal. Count a booked installation when the customer accepts the proposal and the office schedules the work under your booking policy. A quote appointment can fill an advisor’s calendar without filling an installation crew’s.

Repair that becomes a replacement

Keep the first request classified as repair. Open a linked replacement opportunity when the customer requests a quote. Record the resulting install in a separate “from service visits” group so it doesn’t inflate the close rate for people who came to the website asking for a replacement.

Match website activity to the dispatch record

A tap on the phone number tells you someone opened their dialer. Use an answered-call record or a dispatcher’s note to establish whether a conversation happened. If your phone system supplies a call reference and a source, save both privately with the lead. When a source is unclear, record “unknown.” If a caller remembers finding you on Google, record that as self-reported until you can distinguish a map listing, paid ad or search result.

For a form, count a received request after the server saves it successfully. Pass its internal reference to dispatch so a second click or a callback about the same request won’t create another lead. Capture the landing page and a known campaign separately from the page where someone submitted the form. Consent and blocked scripts can leave gaps in the website report even when the office has the inquiry.

If you use Google Analytics, its recommended generate_lead event can describe a submitted request. An accepted installation belongs to a later stage. Keep phone numbers, form text and addresses out of analytics, including URL parameters. Google’s recommended lead events · Google’s guidance on personal information.

Calculate the two rates with the right denominators

Illustrative month. The website produced 24 distinct repair inquiries. Four were outside the service area, leaving 20 eligible repair requests. Dispatch booked 15 service visits. The eligible repair booking rate is 15 ÷ 20 = 75%. Using all repair inquiries gives 15 ÷ 24, or 62.5%. Keep both counts so a page attracting out-of-area callers stays visible in your report.

In the same month, 12 eligible replacement inquiries led to eight estimate visits, six proposals and three booked installs by the review date. The estimate-visit rate is 8 ÷ 12 = 67% rounded. The inquiry-to-install rate is 3 ÷ 12 = 25%. Three installs from six proposals gives a 50% proposal-to-install rate. Only compare percentages with the same starting group.

Use Friday’s review to choose one change

Start with leads first received in the same week or month. When a replacement proposal is still open, give it a follow-up date and revisit the original group later. Keep booked, completed and paid work separate. For a money decision, use the completed job’s actual contribution and allow time for late-closing installs. Estimate the profit from local SEO.

Review a handful of open rows with dispatch. Lots of in-area repair inquiries and few bookings might point to a full schedule or missed callbacks. Plenty of estimate visits and several proposals with no owner point to a follow-up gap. Pick the handoff that failed in those rows, change it, and compare the next similar group.

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