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 Taxis and Hackneys
Analytics for Taxis and Hackneys in the UK
A taxi firm sells a ride that is gone in minutes, so a missed call is a lost fare. Analytics shows which searches, ads and map listings bring phone calls, app bookings and pre-booked airport runs, and how many of those calls actually ended in a completed trip on your dispatch board.
For taxi and hackney firm owners and dispatch managers who want calls, bookings and account requests traced to their source, with results tied to completed rides.
What a taxi firm needs to count
Context from how your customers search, compare and book.
The valuable events in this trade are few and fast. A tap on the call button, a booking form with pickup and drop-off, a request for an airport transfer, a quote for a wedding car and an account request from a hotel or clinic. A tap is only the start, because the ride is the sale and it happens off the website.
That is why the dispatch record matters. We try to tie each call or booking to a completed job, by matching phone numbers or booking references in the report you already keep. A call that never reached a driver, or a booking with no car free, shows as lost demand, which is the number that most deserves attention.
Time of day changes the picture. Early airport runs, school and clinic trips mid-morning, the evening rush and late weekend nights each have their own buyers and sources. We split reports by hour and by job type so a busy Friday does not hide a weak weekday, and a campaign is judged against the hours it aimed at.
Some business is invisible to tracking. Street hails and rank pickups leave no trace, and a regular rider who has your number saved will never click anything. We report what can be counted, say plainly what cannot, and use before-and-after comparison where a promotion targets a quiet period.
Who this analytics work suits
groups Customer segments
- person Local taxi firms defending airport and station work
- person Hackney operators with a mix of rank, phone and app trade
- person Firms selling corporate accounts, school contracts and clinic transport
- person Dispatch managers who need to see where missed calls cost fares
psychology What drives their decision
- check_circle Calls and bookings linked to the search or ad that produced them
- check_circle Completed rides matched back to their source
- check_circle Missed and unanswered calls shown as lost demand
- check_circle Hour-by-hour results for peak and quiet times
How we deliver Analytics
A clear, repeatable process built around how taxis and hackneys customers search and decide.
1
Agree what a good job is
We list the actions worth recording: call, booking form, airport transfer request, wedding or event quote, account request and directions tap. You tell us roughly what a normal fare and a regular account are worth, so reports show value as well as volume.
2
Set up call tracking
A tracking number on your site, listing and ads shows which search or page led to each call, how long it lasted and whether it was answered. Your printed number on cabs and cards stays the same. Missed calls are reported as their own line.
3
Track bookings and transfers
We add tracking to online booking forms, the app download link and airport transfer pages, with fields for pickup area, time and passenger count. Each submission records the source, so we can compare pre-booked work with same-minute demand.
4
Match to completed rides
Where your dispatch system can export jobs, we match bookings and calls to completed trips by phone number or booking reference. This turns a count of calls into a count of paid rides, and shows which sources bring cancellations or no-shows.
5
Report by hour and job type
Each month you receive a written report: calls, bookings and completed rides by source, hour and job type, with spend and cost per completed ride. We mark which figures are firm, which are estimates and which one change should be tested next.
monitoring
What Taxis and Hackneys Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Valuable action list and tracking plan
- check_circle Call and booking tracking
- check_circle Dispatch export matching
- check_circle Hour and job-type reports
- check_circle Monthly written report
What you can expect
- verified You see which searches and ads bring calls and bookings
- verified Completed rides carry a source, not just calls
- verified Missed calls by hour are visible and costed
- verified Airport, account and night work are reported apart
- verified Cost per completed ride is clear and comparable
- verified Reports state what cannot be traced
Deliverables you receive
inventory_2 Call tracking with answered, missed and duration records for each source
inventory_2 Booking form, app link and airport transfer tracking with pickup area and time
inventory_2 Matching of calls and bookings to completed rides from your dispatch export
inventory_2 Hour-of-day and job-type reports for airport, account, clinic and night work
inventory_2 Monthly report with cost per completed ride and a missed-call tally
inventory_2 A plain note listing rank and street trade that cannot be traced
Technical approach
The mechanics behind Analytics for taxis and hackneys, explained plainly.
Missed calls and call-back
A missed call is the most expensive event a taxi firm has. We report calls by hour that went unanswered, so you can see whether a staffing gap or a busy spell is costing fares, and we check that the call-back routine is working.
Phone number matching
Calls and bookings are matched to jobs using the customer phone number, which is held securely and not shown in reports. Where matching is not possible, we use daily counts and say that figures are estimates.
Hour and season comparison
Rain, events, school terms and holidays change demand for taxis sharply. We keep a short calendar of these beside the numbers, so a wet Friday is compared with another wet Friday and not with a dry Tuesday.
What Taxis and Hackneys analytics setup costs
Taxis and Hackneys 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 can go live quickly. A clear view of completed rides depends on how soon your dispatch export can be matched.
Days 1 to 14
We agree the list of valuable actions, add call tracking and booking form tracking, and test each with a real call and a real booking. You see which parts of the phone path were previously unrecorded.
Weeks 3 to 8
Reports begin to settle and mean something. We compare sources by hour, match the first batches of calls to completed rides and show spend alongside missed calls and cancellations.
Months 3 to 6 and beyond
Enough rides pass through to separate habits from noise. We refine the report, bring account and airport work into their own views and help you set promotion against the hours that need cars filled.
Other Taxis and Hackneys 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 do analytics help taxis and hackneys? expand_more
They show which searches, ads and listings bring calls and bookings, and how many became completed rides. They also show missed calls and quiet hours, so you can fix problems and put spend where it brings fares.
Can you track phone calls for taxis? expand_more
Yes, and most taxis benefit from it. A tracking number records the source, time, length and whether the call was answered. Your printed number on cabs and cards is unchanged, so regular customers notice nothing.
Can you connect bookings to completed jobs? expand_more
Where your dispatch system exports jobs, we match them by phone number or booking reference. That tells you which sources brought paid rides, cancellations and no-shows, not just clicks.
What about street hails and rank trade for hackneys? expand_more
They cannot be traced and we do not pretend otherwise. We report them as a separate, untracked share and look at before-and-after changes when a promotion targets a quiet time.
Why are missed calls shown so prominently? expand_more
Because for taxis a missed call is a lost fare, often to the next firm called. A report by hour shows whether a staffing gap, a busy spell or a phone fault is the cause, which a manager can fix.
Is customer phone data kept safe for taxis? expand_more
Phone numbers are used only for matching, held securely and kept out of reports, and the firm stays in charge of how riders are told about it. We collect no more than needed, and your own privacy notice governs how riders are told about it.
What do you need from the firm to begin? expand_more
Access to your website, booking form and listing, plus a way to export completed jobs from dispatch, even a simple daily sheet. In taxis, a dispatcher who knows the busy hours is the best person to talk to.
Ready to get more from Taxis and Hackneys Analytics?
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