Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for Tires
Analytics for Fitting Shops in the UK
A wheel and tread shop sells in waves: the first frost, a flat on a busy road, a driver who found a cheaper set online. Analytics tells you which source brings which wave. It follows each call, quote and booking to a fitted set and shows what that set cost to win. Some drivers stay untraceable, and the report says so.
For wheel and tread shops who want to know which searches, ads and listings bring fitted sets, flat repairs and alignments, and what each booked job costs.
What a fitting shop needs to see
Context from how your customers search, compare and book.
Most contacts start with two questions: do you have my size, and what is it fitted? These arrive as calls, quote forms and map taps, often within minutes of each other. A driver may ask three shops in a lunch hour, and the shop that answers clearly gets the booking.
The value sits in the job. A full set is worth far more than a flat repair, and an alignment sits between them. Counting every call alike hides that a few sources bring full sets while others bring only quick repairs. Analytics weights each result by what the job was worth.
Demand moves in waves. A cold snap, the first snowfall, a spring changeover or a long holiday drive each triggers a rush, and the bump can last days. We line up spend, calls and bookings with the calendar, so a weather spike is not mistaken for a successful advert.
A growing group of drivers buys a set online and wants install only. These people ask about fitting, balancing and disposal charges, and often compare shops by phone. They look like quote requests but behave differently, so we label them and measure them apart from drivers who buy the set from you.
Who this analytics work suits
groups Customer segments
- person Independent fitting shops with a small team and one phone line
- person Shops running search ads for size and brand searches
- person Garages with a fitting bay as one part of a wider service business
- person Owners who stock several lines and want to see which ones sell
psychology What drives their decision
- check_circle Tracked numbers for the map listing, ads and website
- check_circle Each result tagged as full set, flat repair, alignment or install only
- check_circle Calls answered and missed by hour
- check_circle A monthly report with cost per fitted set
How we deliver Analytics
A clear, repeatable process built around how tires customers search and decide.
1
Decide the results that count
We list the events and what each is worth: stock call, fitted-price quote, booked fitting, fitted set, flat repair, alignment, install-only job. We agree one meaning for each and a rough value band. These words are used in every report.
2
Add tracking where drivers start
The map listing, search ads, website quote form and any brand pages each get their own number or tagged link. The quote form records the source and the size searched, and nothing personal beyond what you need to reply. We test each path before it goes live.
3
Capture the source at the counter
When a set is booked or fitted, your advisor picks the source from a short list. If your shop system allows a field, we use it. If not, a daily tally works. The same note marks install-only jobs, so they are reported on their own.
4
Check the phones
Call records show answered and missed calls by hour. Fitting bays are noisy and busy, and a ringing line often goes unheard in the rush. If missed calls cluster in peak ad hours, we suggest a text-back, a second handset or a callback list.
5
Report on fitted sets
Each month you receive counts of calls, quotes, bookings and fitted sets by source, with cost per fitted set and cost per flat repair. We point out what to keep, trim or test, and we flag spikes that were weather and not marketing.
monitoring
What Tires Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Result definitions
- check_circle Tracked numbers and links
- check_circle Counter source habit
- check_circle Missed call reports
- check_circle Monthly fitted-set reports
What you can expect
- verified You know the cost of a fitted set by source, not only a cost per click
- verified Full sets, flat repairs and alignments are counted with their own values
- verified Install-only drivers are separated from those who buy from you
- verified Missed calls in the rush are visible, with a plan to catch them
- verified Calls lost to missing stock show up as a figure you can act on
- verified Weather spikes are explained and not credited to ads
Deliverables you receive
inventory_2 Written meanings for stock call, quote, booked fitting, fitted set and install-only job
inventory_2 Tracked numbers and links for map listing, ads, website and brand pages
inventory_2 A source field or daily tally at the counter
inventory_2 Missed call reporting by hour with a suggested response
inventory_2 Cost per fitted set and per flat repair, shown by source
inventory_2 A monthly report that separates weather spikes from marketing effects
Technical approach
The mechanics behind Analytics for tires, explained plainly.
Size-based search tracking
Drivers often search by size code or brand, and ads can be set to match. We record which size and brand pages brought quote requests and bookings, so you can see which lines draw interest and which ones only attract window shoppers.
Stock and price links
If your stock system can share availability, we compare calls asking for sizes you did not have against those you did. Lost sales from missing stock show up as a clear number, which helps you decide what to carry before the next rush.
Seasonal rush reporting
We build a calendar view with cold snaps, first snowfall and holiday weekends marked. Calls, bookings and spend are laid over it, so you can plan the next rush with real data on how long it lasts and which source reacts first.
What Tires analytics setup costs
Tires analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from analytics
Fitting work is seasonal, so the clearest pictures come after a full rush has been counted.
Days 1 to 14
We agree the meanings, buy and test tracked numbers, tag forms and set up the counter habit. Your advisor learns the short source list, and we check that every route rings through to the shop line.
Weeks 3 to 8
The first reports show calls, quotes and bookings by source. Numbers may be uneven, since one cold week can dwarf the rest, so we call them early readings. Wasted spend, such as ads shown for sizes you never stock, can be cut.
Months 3 to 6 and beyond
Once a rush has been measured, you can see which sources bring full sets and how long a spike lasts. Budget and stock can follow. We promise no job numbers, since weather and local competition shape the result.
Other Tires marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How does call tracking work for a wheel and tread shop? expand_more
Each source shows a different number that rings through to your shop line. We record each call, how long it lasted and whether it was answered. It captures most calls from ads and the map listing, but not a driver who saves the number and rings later, perhaps once the old set wears out.
Can I see which ad led to a fitted set? expand_more
Yes, where your shop system lets us match a job to its source, or where your advisor records it at the counter. Fitting shops then see billed value by source, which matters more than clicks when a worn set wears out and the driver wants it done today.
What number matters most? expand_more
Cost per fitted set is the clearest, with cost per flat repair beside it. A fitting shop with limited bays should also watch the value of the jobs it books. Calls and clicks are only steps along the way, and some of them come from drivers whose old set wears out next year.
Can analytics tell me what stock to carry? expand_more
Partly. We compare calls asking for sizes you could not supply against sizes you could, and show which lost sales were most common. Owners of fitting shops can then decide what to hold before the next season, when a worn set wears out and the driver wants it fitted that day.
What cannot be tracked? expand_more
A driver who walks in after a friend's tip, someone who rings a different number from the one they saw and the buyer whose set wears out without a search at all. We estimate these with a counter question and mark the figure as an estimate.
Do you need access to our stock or shop system? expand_more
Not always. Some systems export jobs or have a source field, and we use that where we can. If not, a daily tally at the counter gives most of the benefit for a fitting shop of this size, and it works the day a driver's set wears out just as well as in a quiet week.
Who builds this and who decides? expand_more
The tracking set-up, the checks and the reports are ours. Prices, stock, which brands you fit and what you tell a driver whose set wears out stay with you. Job numbers and rankings are not promised, and we will not claim a spike when the weather caused it.
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