Seven in ten home services contractor websites cannot connect an ad click to anything. That is the central finding of our August 2026 scan of 1,000 contractor websites across HVAC, plumbing, electrical, and roofing: 29 percent have no analytics installed at all, and only 29 percent carry both an analytics install and at least one signal that ad results are being measured (a Google Ads conversion tag, a Meta pixel, or call tracking). Everyone else is spending on marketing with the receipts turned off.
Nobody has published tracking-adoption data for the trades before. So we built the dataset: 1,000 clean scans, 250 per trade, graded on what their own pages publicly show. Every number below is a conservative lower bound, and the full methodology is at the end.
How many contractors are flying blind?
29 percent of contractor websites have no analytics of any kind. No Google Analytics, no Tag Manager, no session tool, not even an abandoned tag. Nearly a third of the industry has no way to know how many people visit their site, where they come from, or what they do there.
The industry splits into almost perfect thirds:
| Group | Share | What it means |
|---|---|---|
| No analytics at all | 29% | Nothing measures the website, period |
| Analytics, but no ad measurement | 42% | Visits get counted; outcomes do not |
| Measurement-ready | 29% | Analytics plus at least one ads-side signal |
And inside the “has analytics” group hides the quietest problem in the dataset: 10 percent of contractor websites still carry the dead Universal Analytics tag, which stopped collecting data in July 2023. For half of them (5 percent of all sites), that dead tag is the only analytics they have. Their tracking has been silently off for three years, and the website gives no sign anyone noticed.
Can contractor websites connect ads to revenue?
Mostly, no. The ads-side numbers, from most to least common:
- Google Ads conversion tag: 14 percent of sites
- Call tracking (CallRail, WhatConverts, and peers): 14 percent
- Meta pixel: 13 percent
And the one that should worry anyone spending real money: of the sites that DO have a Google Ads conversion tag, only 26 percent pair it with call tracking. Home services is a phone-first industry; for most contractors, the majority of booked jobs start as calls, not form fills. Three quarters of even the measurement-minded contractors are tracking the half of their leads that matters less, which is exactly the failure mode our guide to the five tracking gaps walks through.
Our finding lines up with what contractors themselves report. Research commissioned by Scorpion, the industry’s largest agency, found in February 2026 that 67 percent of home services leaders cannot connect marketing spend directly to revenue. They asked the owners; we scanned the websites. Two different methods, one year apart, landing within a few points of each other: roughly seven in ten contractors cannot see what their marketing produces.
Which trade measures best?
| Trade | Has analytics | Any ad measurement | Measurement-ready | No analytics at all |
|---|---|---|---|---|
| Roofing | 77% | 40% | 38% | 23% |
| HVAC | 78% | 35% | 33% | 22% |
| Plumbing | 71% | 30% | 28% | 29% |
| Electrical | 58% | 19% | 17% | 42% |
Roofing and HVAC, the trades with the biggest job tickets, measure best. Electrical is the least-measured trade by a wide margin: 42 percent of electrician websites have no analytics at all, and only 17 percent are wired to measure ads. If you run an electrical company and you measure anything, you are ahead of five in six competitors.
Want to know which side of these numbers your company is on? The free audit reads your actual Google Ads, Meta Ads, and conversion tracking, then puts a dollar figure on what is being missed. Request a Free Audit. Five business days. No cost. No commitment.
What else did the scan find?
- WordPress runs 63 percent of contractor websites; site builders (Wix, Squarespace, Webflow, GoDaddy) hold about 9 percent combined.
- 38 percent carry a Search Console verification tag, so a healthy minority does care what Google sees.
- 16 percent show any cookie-consent setup, vendor-built or custom.
- Microsoft Advertising is nearly absent: 2 percent of sites carry its tag.
- A field-management platform (ServiceTitan, Housecall Pro, Jobber, JobNimbus, AccuLynx, and peers) is visible on 13 percent of sites, and those back offices know the revenue of every closed job. The data to measure ads against real dollars usually exists; it just never gets connected to the ad platforms.
What does this mean if you run ads?
Ad platforms optimize toward whatever signal they receive. No signal, and Google and Meta bid blind on your budget; a forms-only signal, and they optimize toward the minority of your leads. The fix is not more spend. It is measurement first: conversion tracking that reports real jobs and real revenue, call tracking that captures the phone half, and a clear view of what a lead is actually worth so you know what you can afford to pay. The published cost-per-lead benchmarks only mean something once your own numbers are real.
There is also a competitive read on this data. Measurement is rare, which makes it an edge: a contractor who can see cost per booked job competes against a market where seven in ten cannot.
Cite this study
Every statistic on this page may be quoted with attribution. Suggested citation:
29 percent of home services contractor websites have no analytics installed at all, and roughly seven in ten cannot connect an ad click to any outcome. Source: Superior Marketing, The State of Conversion Tracking in Home Services 2026 (getsuperiormarketing.com/guides/state-of-conversion-tracking-home-services/).
Want a per-trade number, a custom cut of the data, or a comment for a story? Email team@getsuperiormarketing.com and we will get you what you need.
Methodology
In August 2026 we scanned the public homepages of US home services contractor websites drawn nationwide from OpenStreetMap business listings (© OpenStreetMap contributors), sampling until the dataset held 250 clean scans in each of four trades (HVAC, plumbing, electrical, roofing): 1,000 graded websites in all. Reaching that quota took 1,402 attempts; the difference was dead domains, timeouts, bot-protection pages (excluded rather than counted as “no tracking”), sites whose robots.txt asked not to be crawled, which we honored, and a small surplus of clean scans arriving after a trade’s quota was already full (25, excluded in scan order). Franchise networks were capped at one site per brand so corporate templates could not distort independent-contractor findings. Each page was graded on what its public HTML shows: analytics installs, ad-platform tags, call-tracking vendors, consent tooling, and platform signals. Because tags injected only after page load are not visible this way, every adoption figure here is a conservative lower bound; the true gaps are unlikely to be smaller. We report aggregate statistics only and do not name or grade individual companies. We plan to refresh this study annually.
Frequently asked questions
What does “measurement-ready” mean?
The site has at least one analytics install (Google Analytics 4, Tag Manager, or a session tool) AND at least one ads-side measurement signal (a Google Ads conversion tag, a Meta pixel, or a call-tracking vendor). It is a low bar on purpose: it asks whether measuring ad outcomes is even possible, not whether it is done well.
Is my company in the dataset?
The dataset stays internal and no individual site is named, graded, or shared. If you want to know what your own site and ad accounts show, the free audit answers that directly, for your company specifically.
Why scan only homepages?
Because it keeps the method honest and repeatable across 1,000 sites, and because analytics and ad tags overwhelmingly load sitewide from the homepage when they exist at all. The trade-off is stated plainly: our numbers are floors, not ceilings.
Will these numbers change?
We refresh the study annually and expect slow improvement. The Universal Analytics finding suggests the real driver of change is not adoption but attrition: tags outlive the people who installed them.
The fastest way to beat a market that cannot measure is to be the company that can. The free Superior Audit reads your Google Ads, Meta Ads, and conversion tracking, then reports what a lead and a booked job actually cost you, with the waste quantified. Request a Free Audit. Written report, video walkthrough, five business days.