Plenty of your "leads" were never going to book a job. Which campaigns send the ones that do?
Spam forms, bots and out-of-area clicks all count as conversions in Google Analytics. FocalGraph Signal shows which visits come from real households, and which ZIP codes they're in, so you can put budget where the jobs are.
A form fill isn't a lead until a real household sent it
form_submit counts everything
Quote requests, newsletter sign-ups, careers, spam. If form_submit is your conversion, Google Ads is optimizing toward all of it.
Out-of-area clicks
Broad targeting brings visits from towns you don't serve. Verified households carry a ZIP code, so you can see how much of your traffic is inside your service area.
Bots look busy
Click fraud and crawlers inflate sessions. They don't match real households, so they never show up as verified.
Set up the lead events Google can actually use
Google recommends a lead lifecycle: generate_lead when someone asks for a quote, then qualify_lead and close_convert_lead as the job moves forward. Most home services sites only have form_submit.
The grade checks your GA4 against that list, shows which events are marked as conversions, and flags the ones inflating your numbers. It won't tell you to switch off a conversion your Ads account depends on.
form_startFiringform_submitKeyed: reviewgenerate_leadNot firingqualify_leadNot firingclose_convert_leadNot firing
See the households, by ZIP code
Signal adds one tag. When a visit matches a real household, it writes signal_verified_household into your GA4, with the household's ZIP code when the graph has it. No names, phones or addresses go to Google.
Then ask Claude: "Which ZIP codes sent verified households from Google Ads last month?" or "Which of our campaigns reach households outside the towns we serve?"
Illustrative example, not customer results.
Home services questions
Can I see which campaigns booked real jobs?
Yes, on the Sales plan. Export completed jobs from your field service software as a CSV (job number, completed date, customer address, and optionally job total and service). Signal matches each customer's address to a household, ties the job to the website visits before it, and writes it into your GA4 as signal_purchase. Names, emails and phones are ignored, and street addresses are deleted once matching ends.
Does it see calls?
Signal measures visits to your website. If your call tracking sends events to GA4, the grade checks them along with your forms.
We're franchised, with one site per location. How does that work?
Each location's site gets its own tag and plan, and every location lands on one monthly invoice.
Does it track people who opt out?
No. The tag sends nothing until a visitor's consent lets Google Analytics run, and nothing for a browser that blocks it.
Stop paying for leads that were never real
Grade your lead tracking free in about a minute.