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 Damp Proofing
Analytics for Damp Proofing in the UK
A damp customer often searches for weeks before calling. They type a symptom, read about rising damp and condensation, then ring a firm to ask what is wrong. Analytics follows that long path. It shows which symptom pages, searches and referrers led to a survey, and which surveys became a signed treatment.
For damp proofing firms that want to know which sources bring paid surveys and signed treatments, with call and form tracking and a plain monthly report.
What a damp proofing sale looks like in the numbers
Context from how your customers search, compare and book.
Few damp customers start by asking for a treatment. They start with a patch of flaking plaster, tide marks or a musty bedroom and want to know the cause. That first call is a question, not a purchase, so a report that counts calls as sales will overstate how well marketing is working.
The honest outcome of many surveys is that the problem is condensation, a leaking gutter or a faulty render, and no injection or tanking is needed. Your numbers should record that outcome. Cost per survey, cost per treatment quote and cost per signed treatment are three different figures, and each tells you something.
The decision cycle is long. A homeowner may wait weeks after the survey before signing, compare a second firm and ask a relative. Tracking must keep the link between the first search and the eventual contract, which means tying records together over weeks and not just within one visit.
Referrers matter too. Surveyors, estate agents, mortgage-related reports and landlords' managing agents all send work, and some leads arrive with a report in hand and a deadline attached. Separate counting for those sources shows which relationships pay and which only create calls that never become surveys.
Who this tracking is for
groups Customer segments
- person Rising damp specialists selling surveys and chemical damp-proof course work
- person Firms handling penetrating damp from walls, roofs and gutters
- person Cellar and basement tanking contractors quoting larger projects
- person Surveyors and contractors working on period and solid-wall homes
psychology What drives their decision
- check_circle Paid surveys counted apart from quotes and signed jobs
- check_circle Symptom pages linked to the calls they produce
- check_circle Advice-only outcomes recorded honestly
- check_circle Referrers compared on signed treatment, not calls
How we deliver Analytics
A clear, repeatable process built around how damp proofing customers search and decide.
1
Define the steps you count
We agree what matters: survey booked, survey done, quote sent, treatment signed, advice only. Each step gets a name and value band in your records so that reports reflect how your business actually works, with its long gaps between steps.
2
Install call and form tracking
Tracking numbers and form events go on the site, listing and ads. Forms record symptom, room, property age and photos if the person can send them. Each contact is logged with its source, so the page a person read first is not forgotten by the time they call.
3
Link surveys to quotes and contracts
Your office marks each survey with its outcome and each quote with a decision. Those marks are matched back to the first source, even weeks earlier, so the report can show cost per paid survey and cost per signed treatment by channel.
4
Track referrers and report-driven leads
Surveyors, agents and landlords can be given a code, number or page address. Leads arriving with a report are tagged as such. We show which referrers produce paid surveys and which produce short advice calls, so you can focus effort where it pays.
5
Report monthly with long-cycle notes
Each month you read calls, surveys, quotes, signed jobs, spend and cost for each, split by source. Because decisions take weeks, we show cohorts by the month the lead arrived, and mark seasonal peaks such as the first cold, wet weeks of autumn.
monitoring
What Damp Proofing Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Call and form tracking
- check_circle Survey and treatment tagging
- check_circle Referrer codes and numbers
- check_circle Monthly cohort report
- check_circle Monthly plain report
What you can expect
- verified You see which sources bring paid damp surveys and signed treatments
- verified Advice-only calls are counted honestly instead of inflating results
- verified Symptom pages are linked to the surveys they produce
- verified Referrers are compared on signed damp work, not calls
- verified Long decision times are handled with cohort reporting
- verified Cost per survey, quote and signed job is shown by channel
Deliverables you receive
inventory_2 Call tracking for the site, listing, ads and referrer material
inventory_2 Form events recording symptom, room, property age and photo uploads
inventory_2 Survey, quote, signed and advice-only tagging with value bands
inventory_2 Cost per paid survey and per signed treatment by source
inventory_2 Referrer codes and a leaderboard based on signed work
inventory_2 Monthly cohort report that lists untraceable leads openly
Technical approach
The mechanics behind Analytics for damp proofing, explained plainly.
Symptom page tracking
People search by symptom: tide marks, flaking plaster, a musty smell. We track which symptom pages produce survey requests, so you can see whether cellar, wall or condensation content brings the customers who actually book and sign.
Cohort reporting for long decisions
A lead who arrives in October may sign in December. We report by arrival month and follow each cohort until it closes, so a quiet month is not blamed for sales that simply have not happened yet.
Photo and note handling
Customers upload photos with their request, and your surveyor adds readings later. We keep only what the job needs, restrict who can open them and keep photos out of ad platforms. They stay attached to the record for the later quote.
What Damp Proofing analytics setup costs
Damp Proofing 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 is built in the first weeks, but conclusions about signed treatments take longer because damp decisions are slow. We say so plainly in every report.
Days 1 to 14
We list the steps in your sales path, install tracking and referrer codes and test forms on a phone. You receive a short note on what is counted, what cannot be traced and who marks outcomes in your office.
Weeks 3 to 8
The first surveys and quotes arrive. We compare the numbers against your diary, close gaps and show cost per survey with care. Cost per signed treatment is held back until enough quotes have reached a decision.
Months 3 to 6 and beyond
Cohorts close and patterns appear: which symptom pages and referrers lead to signed work, and which only bring advice calls. We move effort accordingly. Analytics measures and cannot promise more treatments.
Other Damp Proofing 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
Can you tell which damp proofing leads came from a symptom page? expand_more
Yes, when the call or form came through tracking. We log the page a visitor read before contacting you. If they read a page, then phoned weeks later from memory, the lead may be logged as direct or word of mouth.
How do you count a survey that finds condensation only? expand_more
As an advice-only outcome, recorded separately. It still cost money to win, so cost per survey includes it, but cost per signed treatment does not rely on it. Honest records stop damp proofing marketing looking better than it is.
Why is cost per signed damp treatment slow to appear? expand_more
Many owners wait weeks after a survey before deciding. We report cohorts by arrival month and hold back that figure until a fair share of quotes has closed. Early numbers are labelled as provisional.
Can the report separate cellar tanking from wall treatment? expand_more
Yes, if each has its own page or form option, which we help set up. You then see survey requests, quotes and signed jobs for cellar tanking, rising damp and penetrating damp separately, with the spend behind each.
Do you need to see my damp survey findings? expand_more
No. We only need outcomes, such as survey done, quote sent, signed or advice only. Findings and readings stay with your surveyors, and we keep personal details out of ad platforms.
Will analytics bring more damp proofing work by itself? expand_more
No. It reports what your marketing produced and shows where spend is wasted. We do not guarantee more work, though you will see more clearly which channels bring serious customers.
What will I read each month on damp proofing leads? expand_more
A short written report with calls, forms, surveys, quotes, signed treatments, spend and cost for each, plus cohort notes. We add a few plain lines on what will change next, subject to your approval.
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