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 Heat Pumps and Hot Water
Analytics for Heat Pump Installers in the UK
A failed hot water cylinder brings a phone call at breakfast. A heating upgrade brings three weeks of reading, then a form late on a Sunday. Both can become a signed install, yet most installers cannot say which search or ad started either one. Analytics ties each call, form and booked assessment back to its source. It does not promise results.
For heat pump and hot water installers who want to know which searches and ads lead to kept assessments, accepted quotes and installed systems, reported in plain monthly numbers.
How heat pump jobs leave a trail
Context from how your customers search, compare and book.
Hot water failures and heating upgrades leave very different trails. A dead tank produces one search and one call within minutes, usually from a phone, and it is answered or lost in a single ring. A whole-house upgrade leaves visits spread over weeks: sizing guides, running-cost pages, a rebate explainer, then a form. Tracking has to follow both without mixing them.
Heat pump sales have more steps than most trades. A click becomes a call or form, then a home assessment, then a quote with options, then a deposit, then an install date. Cost per lead tells you little here. What matters is cost per kept assessment, cost per installed system and the average value of each job, which differs sharply between a hot water unit and a ducted system.
Calls matter most for hot water. Tracking numbers show whether a caller came from a paid search, a map listing or your website, and call logs show whether your team answered, booked or let it ring. Cold-morning and after-hours calls deserve a report of their own, because they are the most urgent and the easiest to lose.
Some things cannot be traced. A friend's recommendation, a van seen on the road or a call to the number printed on a quote will show as unknown. Rebate announcements and bill shock also move demand in ways no dashboard explains. We report what can be measured, mark the rest as unknown and never stretch the numbers to look tidy.
Who this analytics suits
groups Customer segments
- person Installers who sell both hot water heat pumps and whole-home heating and cooling
- person Firms that run paid search in the first cold weeks and want to know if it paid back
- person Owner-managers who book assessments by phone and cannot tell which calls became jobs
- person Teams that add maintenance plans after install and want to count those sales too
psychology What drives their decision
- check_circle Cost per kept assessment and per installed system
- check_circle Separate numbers for urgent hot water calls and planned upgrades
- check_circle Call logs that show how each call was handled
- check_circle A monthly report that fits on one page
How we deliver Analytics
A clear, repeatable process built around how heat pumps and hot water customers search and decide.
1
Map the booking path
We list every step from first contact to commissioning: call, form, assessment booked, assessment done, quote sent, quote accepted, deposit, install date and handover. Then we decide which steps your systems can record and which need a simple manual note from your team.
2
Set up call tracking
We place tracking numbers on the site, the map listing and each ad group, with a separate number for hot water breakdown ads. Call length and recordings are switched on where local rules allow. Your main number stays on vans and printed quotes.
3
Tag forms and bookings
Assessment requests, rebate checklist downloads and online booking slots become named events. Each carries the page, the product line (split, ducted or hot water) and the source. Fields on current fuel and house size are saved so lead quality can be judged later.
4
Connect ad spend
Spend from search and social is lined up against calls, forms and assessments by week. Because heating demand follows the weather, the report compares each week with the same weeks in earlier seasons where history exists, instead of guessing from one odd month.
5
Build the monthly report
Each month you get one short report: leads by source, assessments kept, quotes sent and accepted where you record them, cost per kept assessment and per install, and what we will change next. Anything that cannot be traced is marked as unknown.
monitoring
What Heat Pumps and Hot Water Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Call tracking and call logs
- check_circle Form, booking and download events
- check_circle Spend matched to assessments and installs
- check_circle Missed call review
- check_circle One-page monthly report
What you can expect
- verified You see which searches and ads produce assessments, not only clicks.
- verified Hot water breakdown calls and planned upgrade leads are reported separately.
- verified Missed after-hours calls are counted, so staffing and call routing can be fixed.
- verified Cost per kept assessment and per installed system is clear for each product line.
- verified Budget moves toward what books work and away from what only fills the inbox.
- verified Your team spends less time guessing and more time on quotes.
Deliverables you receive
inventory_2 Tracking numbers for hot water breakdown ads, heating upgrade ads, the site and the map listing
inventory_2 Events for assessment requests, quote requests, rebate checklist downloads and online booking slots
inventory_2 A shared sheet or dashboard showing leads, kept assessments, quotes and installs by source
inventory_2 Cost per kept assessment and per installed system, split by split, ducted and hot water lines
inventory_2 A review of missed and unanswered calls, with times of day and a short fix list
inventory_2 A written tracking plan listing every number, event and tag so your team can read it later
Technical approach
The mechanics behind Analytics for heat pumps and hot water, explained plainly.
Call and form attribution
Calls are tied to the first source a visitor used, with the last click also recorded. Tracking numbers swap on the page for paid and search visitors, so a call from the cylinder-failure ad is never mixed up with a call from a rebate article. Forms pass their source in hidden fields.
Bringing offline results back
Installs happen weeks after the click, so results need a way back. Your team marks each lead as assessed, quoted, won or lost in a sheet or in your job system, and we match those marks to the original source on a schedule you can keep up.
Consent and privacy
Call recording notices, cookie choices and form consent follow local rules, and your team confirms the wording. Customer names and addresses stay in your systems, and reports show counts and sources rather than personal details. Tracking is tested after each site change so nothing quietly breaks.
What Heat Pumps and Hot Water analytics setup costs
Heat Pumps and Hot Water 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
Tracking comes first and useful comparisons follow once enough jobs have passed through it. Heat pump sales are slow and seasonal, so patience matters.
Days 1 to 14
We audit what is tracked today, set up numbers and events, and test every form and call path on a phone. You agree which sales stages your team will record and where.
Weeks 3 to 8
Data starts to flow and the first reports show where calls come from and how many go unanswered. Early patterns are noted but treated as thin, because few assessments have reached a quote.
Months 3 to 6 and beyond
Cost per kept assessment and per install becomes meaningful, and seasonal swings can be compared. We use it to shift budget between hot water and heating campaigns. Results vary and nothing is promised.
Other Heat Pumps and Hot Water marketing services
search SEO for Heat Pumps and Hot Water in the UK arrow_forward query_stats SEM for Heat Pumps and Hot Water in the UK arrow_forward ads_click Meta Ads for Heat Pumps and Hot Water in the UK arrow_forward web Web Design for Heat Pumps and Hot Water in the UK arrow_forward handshake CRM Integration for Heat Pumps and Hot Water in the UK arrow_forward psychology AI Optimisation for Heat Pumps and Hot Water in the UK arrow_forward
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
What should a heat pump installer actually track? expand_more
Calls, forms and assessment bookings, each with its source, then quotes and installs where your team records them. For hot water, add after-hours calls, since a failed tank rarely waits. Page views and clicks alone say little about sales.
Can you tell which calls came from my hot water ads? expand_more
Yes, when those ads use their own tracking number. The number shows in the call log with its source and length. Calls to the number printed on a van or a quote cannot be traced the same way, and we mark them as direct or unknown.
How do you measure cost per install when heat pump sales take weeks? expand_more
We match your sold jobs back to the source of the first lead. Cost per install is only as reliable as the notes your team keeps, so we make that step as light as possible. Early months show a partial picture and we say so.
Does tracking work for people who read the rebate guide first? expand_more
It follows them across visits if they accept cookies, so a reader of the rebate guide who later books an assessment can be linked to it. Some will clear cookies or switch devices and drop out of the trail. We never state rebate amounts, and your team approves all rebate wording.
Will analytics change our phone number? expand_more
Not on printed material. Tracking numbers appear only on the website and in ads, while vans, quotes and invoices keep your main line. Calls reach the same people who answer today.
What if we already quote in a job system? expand_more
Then we connect to it where possible, or match a regular export. Your job or quote system stays the record of truth for money, and the heat pump report uses its stages as the sales stages.
What will the monthly report look like? expand_more
One short document in plain words: leads and calls by source, assessments kept, quotes and installs you recorded, spend and cost per result for hot water and heating, and what we will test next. If the data is thin, it says so. Nothing is promised about future sales.
Ready to get more from Heat Pumps and Hot Water Analytics?
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