Kate (Wertzberger) Fitzgerald, Senior Internet Marketing Manager at Scorpion, works primarily with the home services division to make sure that all of their campaigns are running smoothly. She is passionate about creating relationships with her clients and helping them reach their goals.

In marketing, attribution is all about looking at cause and effect. What drove a phone call? What drove a paid job? Kate says that identifying your Key Performance Indicators (KPIs) is the first step to identifying attribution and achieving your goals.

“KPIs are Key Performance Indicators and essentially… what that means for a business owner is they would set up an objective that they want to hit for the entire company and also for individuals and then they would plan out what exactly that would look like.”

For example, Kate outlines what identifying KPIs might look like for your home services business.

Setting these incremental goals will help you achieve your big goals.

Your goals and KPIs don’t always have to be about ROI. Sometimes your KPIs might be measuring frequency, reach, and traffic, or SEO, if your goals are branding or online presence focused.

“Honestly, anytime you’re building your brand or you’re improving your organic presence, you will see that positively reflect in the number of calls...and correlate with an increase in revenue.”

Kate shares that this is why it’s so important to have a well-rounded, holistic marketing plan because all of the pieces work together. This also ensures that your target audience is familiar with you before they need you.

“By the time they’re looking for the service that they need, they should already have been exposed to you in some way, shape, or form because that’s going to build a lot of credibility and value.”

While revenue is important, there are so many things that go into closing a sale. The beauty of digital marketing is that it is possible to go back and look at a campaign that is getting a lot of calls and interaction but isn’t getting the closing numbers desired, and see where improvement can happen.

Kate highlights that tools like Google Analytics and Scorpion’s Dashboard can help identify attribution of where your sales are coming from:

Kate says that if you really want to know where your revenue is coming from in terms of calls, ditch the vanity number for call tracking numbers.