94 invisible leads a year, and a scheduler quoting $1,000 too high.
The situation. Jeff runs a home-inspection company. Business was decent, but something felt off. Leads seemed to fall through the cracks, the website vendor's reports never quite added up, and nobody could say where the agent referrals had gone.
What counting revealed. GA4 was tracking 2 form submissions. His vendor's own tracking counted 26 a year. The real number, from a WordPress plugin nobody was watching, was 139 over 14 months. About 120 a year, and climbing every year since 2022. So roughly 94 real leads a year never showed up in the reports he was paying for. Meanwhile $883 a month was going to the website vendor with zero key events configured in GA4. The one call-tracking number covered Google Ads. Calls from anywhere else went unmeasured.
The agent channel. "We work with agents" became a hard number. 786 agents in the database, 68% of whom used the company once and were never contacted again. The automations the system already offered, drip emails, bulk SMS, agent acquisition, sat dormant.
The scheduler. An end-to-end audit turned "something feels off" into seven documented UX issues, including a misqualification bug where the industry term "units" mapped customers to the wrong property type, quoting $1,495 for a $495 job.
What landed. The web-form black hole was documented in week one. The key events that close it are now live and validated. Analytics access sits with the owner now, not the vendor. And the fix list is sequenced, evidenced, and executable by his own team.
