Attribution & Tracking Stack Guide

Outdoor Vibes / AZ Palm Tree Lights

Date: 2026-05-04 Timeline: 2–3 weeks to full operation Scope: CallRail + GA4 + Meta Pixel + Google Ads tag + n8n automation + Google Sheets + Looker Studio

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Stack Overview

Traffic Sources (Meta, Google, Organic, GBP, Yard Signs)
        |
        v
Websites: azpalmtreelights.com + trimlightphoenix.com
        |
   +----+----+
   |         |
  Calls    Forms
   |         |
CallRail  Fillout
   |         |
   +----+----+
        |
       n8n (your n8n instance)
        |
   +----+----+
   |         |
Jobber   Google Sheets (Attribution Tracker)
                  |
            Looker Studio Dashboard

Monthly cost estimate: CallRail Essentials ~$45–75/mo + n8n (existing) + Looker Studio (free) = ~$45–75/mo incremental.

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Pre-Flight Checklist

Before starting any section, confirm access to:

• CallRail account (new, see Section 1)
• Google Analytics 4 property — or access to create one
• Google Tag Manager (GTM) — preferred for GA4 install
• Google Ads account — azpalmtreelights.com campaign
• Meta Business Manager — AZ Palm Tree Lights ad account
• Jobber — admin access (Jack's account)
• n8n — your n8n instance (Andrew has access)
• Google Drive / Sheets — shared drive for attribution data
• Looker Studio — looker.google.com (sign in with Google)
• Website admin access — azpalmtreelights.com (WordPress or Squarespace)

Meta Pixel: The pixel install for both sites is covered separately in marketing/meta-pixel-install-guide.md. Complete that guide first, then return here. Do not duplicate pixel setup in this guide.

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Section 1 — CallRail Setup

Purpose: Track which marketing channel is driving phone calls. Each channel gets its own tracking number. Dynamic Number Insertion (DNI) swaps the number on the website in real time based on traffic source.

Timeline: 1–2 hours once account is open.

1.1 — Create the Account

1. Go to callrail.com and sign up for a new account.
2. Select plan: Essentials (~$45–75/mo depending on call volume and numbers). Includes:
   • Up to 5 local numbers
   • Call recording
   • Dynamic Number Insertion
   • Basic call analytics
   • Keyword-level tracking (tied to Google Ads)
3. Company name: AZ Palm Tree Lights (keep separate from Trimlight; do not mix).
4. Time zone: US/Mountain (Arizona — no DST).
5. Billing: Jack's card — confirm with Jack.

1.2 — Provision Tracking Numbers

Provision one number per acquisition channel. Go to Numbers > Add Numbers > Local Number.

Steps for each number:

1. Numbers > Add Numbers > Local Numbers.
2. Choose 480 area code (Scottsdale/Phoenix local).
3. Forward to: (480) 631-7754 (the Quo/OpenPhone line).
4. Label the number using the slot name above.
5. Confirm ring time and voicemail settings — set to match main line behavior.

Note: All numbers forward to the same Quo/OpenPhone line. CallRail sits in front — it records attribution data, then rings through. Jack answers on OpenPhone as normal.

1.3 — Dynamic Number Insertion (DNI) Setup

DNI is a JavaScript snippet that automatically swaps the displayed phone number on the website based on the visitor's traffic source. This is the core attribution mechanism for calls.

How it works:

• Visitor clicks a Meta ad → lands on azpalmtreelights.com → CallRail JS reads the UTM params → swaps the visible phone number to AZPTL-Meta → Jack answers → CallRail logs "this call came from Meta"

Install the DNI Script

1. In CallRail: go to Numbers > your company > Swap Settings.
2. Click Enable Dynamic Number Insertion.
3. Copy the DNI script snippet — looks like:

   <script src="//cdn.callrail.com/companies/[COMPANY_ID]/[HASH]/cr.js"
           async="true"></script>
   

4. Install on azpalmtreelights.com:
   • WordPress: use Insert Headers and Footers plugin (same plugin from Meta Pixel guide) — paste into Header section.
   • Squarespace: Settings > Advanced > Code Injection > Header.
5. Install on trimlightphoenix.com (if tracking Trimlight calls too — confirm with Jack whether to add a separate Trimlight company in CallRail or skip for now).

Configure Number Pools

In CallRail, set up number swap rules for each tracking number:

1. Go to Numbers > [number name] > Swap Rules.
2. Set the following rules:

AZPTL-Meta — Swap Rules:

• Source contains: facebook.com OR instagram.com OR l.facebook.com
• OR: UTM Source = meta
• OR: Referrer contains fb

AZPTL-Google — Swap Rules:

• URL parameter contains gclid (Google Ads click ID — auto-present on all Google Ads traffic)
• OR: UTM Source = google AND UTM Medium = paid-search

AZPTL-GBP — Swap Rules:

• Source contains google.com/maps OR referrer = maps.google.com
• Note: Also hardcode this number in the GBP listing directly (not swapped — it's the printed number there).

AZPTL-YardSign — Swap Rules:

• UTM Source = yard-sign
• This number will not be DNI-swapped (yard signs have a static printed number). Provision it as a static number and print it on signage. Log calls manually or via CallRail if the number is dialed directly.

AZPTL-Organic — Swap Rules:

• Default / fallback — shown when no other rule matches.
• Set as the default pool number in CallRail.

Verify DNI is Working

1. Open azpalmtreelights.com in Chrome.
2. Open DevTools > Network > filter for callrail.
3. The cr.js script should load.
4. Add ?utm_source=meta to the URL — the phone number displayed on the page should change to the AZPTL-Meta number.
5. Remove the param — should revert to AZPTL-Organic (default).

1.4 — Call Recording Configuration

1. In CallRail: Settings > Call Recording.
2. Enable recording for all tracking numbers.
3. Whisper message: set a short whisper for Jack so he knows the source before answering — e.g., "Call from Meta ads" (optional but useful).
4. Recording announcement: Arizona is a one-party consent state — a recording disclaimer at call start ("This call may be recorded") is good practice and required for TCPA compliance. Enable it.
5. Voicemail: configure if call is not answered — transcription on if available in plan.

1.5 — CallRail → Email/Slack Notifications (Optional)

Set up instant call notifications so no lead goes cold:

1. Notifications > Add Notification > Email.
2. Send to: Jack's email + Andrew's email.
3. Trigger: Missed call (priority — these are lost leads).
4. Include: caller ID, tracking number, recording link.

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Section 2 — GA4 Setup

Purpose: Track all web behavior — page views, form submissions, phone click events — and link to Google Ads for conversion tracking.

Timeline: 2–3 hours.

2.1 — Create the GA4 Property

1. Go to analytics.google.com.
2. Sign in with the Google account that owns the Google Ads account (important for linking).
3. Admin > Create Property.
4. Property name: AZ Palm Tree Lights
5. Reporting time zone: United States — Arizona (MST, no DST)
6. Currency: USD
7. Click Next — fill in business details (Home services / Small business).
8. Click Create.
9. When prompted, choose Web as the data stream.
10. Enter https://azpalmtreelights.com.
11. Stream name: AZ Palm Tree Lights - Web
12. Copy the Measurement ID (format: G-XXXXXXXXXX) — you will need it for GTM.

2.2 — Install via Google Tag Manager (Recommended)

Using GTM keeps all tracking tags in one place and avoids code changes for every new tag.

Create GTM Container (if not already exists)

1. Go to tagmanager.google.com.
2. Create Account > Account Name: AZ Palm Tree Lights > Container Name: azpalmtreelights.com > Target: Web.
3. Copy the GTM snippet — two parts: one for <head>, one for <body>.

Install GTM on the Website

WordPress:

1. Install the "GTM4WP" plugin (Google Tag Manager for WordPress).
2. In plugin settings, paste the Container ID (format: GTM-XXXXXXX).
3. Enable placement in <head> and <body>.

Squarespace:

1. Settings > Advanced > Code Injection.
2. Header: paste the <head> GTM snippet.
3. Footer: paste the <body> GTM snippet.

Add GA4 Tag in GTM

1. In GTM: Tags > New.
2. Tag type: Google Analytics: GA4 Configuration.
3. Measurement ID: paste G-XXXXXXXXXX.
4. Trigger: All Pages.
5. Tag name: GA4 - Configuration.
6. Save.

2.3 — Configure GA4 Events

Event 1: page_view (Auto)

GA4 fires page_view automatically via the Configuration tag. No additional setup needed. Verify in GA4 Realtime after publishing GTM.

Event 2: generate_lead (Form Submission)

This fires when a visitor submits the quote request form.

In GTM — create a trigger:

1. Triggers > New > Form Submission.
2. Fire on: Some Forms.
3. Condition: Form URL contains /quote OR Form classes contain [your form's class].
   • If using Fillout embedded forms: use a custom event trigger instead (see below).
4. Name: Trigger - Form Submit - Quote.

For Fillout embedded forms: Fillout fires a postMessage when a form is submitted. In GTM:

1. Create a Custom Event trigger.
2. Event name: fillout_form_submitted (or check Fillout's GTM docs for exact event name).
3. Create a tag: GA4 Event, event name: generate_lead.
4. Parameters to include:
   • form_id — dynamic variable from Fillout's data layer push
   • lead_source — pull from UTM (see below)

Alternative — simpler approach: If Fillout redirects to a thank-you page on submit, use a Page View trigger on that URL:

1. Trigger: Page URL contains /thank-you or equals /quote-submitted.
2. Tag: GA4 Event, name: generate_lead.
3. This is the most reliable method. Configure Fillout to redirect on submission.

Event 3: phone_call_click

Fires when a visitor clicks a tel: link (tap-to-call).

In GTM:

1. Triggers > New > Click - Just Links.
2. Fire on: Some Link Clicks.
3. Condition: Click URL starts with tel:.
4. Name: Trigger - Phone Click.

Create the tag:

1. Tags > New > GA4 Event.
2. Event name: phone_call_click.
3. Parameters:
   • phone_number — set to Click URL variable.
4. Trigger: Trigger - Phone Click.
5. Name: GA4 - phone_call_click.

Capture UTM Parameters as User Properties

This lets you see source/medium/campaign in GA4 reports per user session.

1. In GTM, create Variables for each UTM param:
   • Variable type: URL > Query > utm_source → name: UTM Source
   • Repeat for utm_medium, utm_campaign, utm_content
2. In the GA4 Configuration tag, add User Properties:
   • source = {{UTM Source}}
   • medium = {{UTM Medium}}
   • campaign = {{UTM Campaign}}

2.4 — Configure Conversions in GA4

1. In GA4: Admin > Events.
2. Find generate_lead — toggle Mark as conversion: ON.
3. Find phone_call_click — toggle Mark as conversion: ON.
4. Wait 24–48 hours for these to appear in Conversions reporting.

Events only appear in the Events list after they fire at least once. Use GTM Preview mode to fire them in test, or wait for real traffic.

2.5 — Link GA4 to Google Ads

This is required for importing GA4 conversions into Google Ads for bidding.

1. In GA4: Admin > Google Ads Links.
2. Click Link.
3. Select the Google Ads account for AZ Palm Tree Lights.
4. Enable Personalized advertising (needed for remarketing).
5. Enable Auto-tagging in Google Ads if not already on — this adds gclid params automatically.
6. Click Submit.

After linking (allow 24–48 hours), in Google Ads:

1. Tools > Conversions > New conversion action > Import > Google Analytics 4.
2. Import generate_lead and phone_call_click.
3. Set conversion values if desired (e.g., generate_lead = $150 estimated value).
4. Set conversion window: 30 days for leads (longer sales cycle, especially seasonal).

2.6 — Publish GTM

1. In GTM: click Submit in the top right.
2. Publish version — add description: "Initial GA4 + conversion tracking".
3. After publishing, go to Preview mode and test on the live site.
4. Verify in GA4 Realtime report: visit the site, submit a form, click a phone number — all three events should appear.

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Section 3 — UTM Discipline

Purpose: Consistent UTM parameters are the foundation of the entire attribution stack. Inconsistent UTMs break every downstream report.

3.1 — Standard Naming Convention

All UTMs are lowercase, hyphen-separated. No spaces, no caps, no special characters.

utm_source (where traffic comes from)

utm_medium (channel type)

utm_campaign (campaign identifier)

Format: [brand]_[type]_[monthyear]

Update the month suffix when campaigns roll to a new month. Do not reuse old campaign names for new periods.

utm_content (ad creative identifier)

Format matches the naming used in Meta Ads Manager creative naming system.

utm_term (keyword — Google Ads only)

Google Ads auto-populates {keyword} via ValueTrack. Set in ad destination URL template:

{lpurl}?utm_source=google&utm_medium=paid-search&utm_campaign=azptl_leadgen_may26&utm_term={keyword}&utm_content={creative}

3.2 — UTM Builder Google Sheet

Create a shared Google Sheet named "Outdoor Vibes — UTM Builder" in the shared Drive.

Sheet 1: Builder

Sheet 2: URL Library

Pre-built and approved UTM URLs for all active campaigns. Columns: Date Created, Campaign, URL, Notes, Used In.

Add data validation (dropdown lists) in Sheet 1 columns B and C to enforce the approved values. Lock Sheet 2 so only Andrew can add rows.

Share: your team

3.3 — UTM Application Rules

• Meta Ads: Set destination URL in each ad (not at ad set level) using UTM Builder Sheet. Include utm_content with the creative name.
• Google Ads: Use ValueTrack in the Account-level Final URL suffix: utm_source=google&utm_medium=paid-search&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}. This auto-populates — do not set per-ad manually.
• GBP listing: Set the website URL in the GBP profile to include ?utm_source=gbp&utm_medium=organic.
• Email campaigns: Use UTM Builder for every link in every email.
• Yard signs: Print the yard-sign tracking number (Section 1.2). Optionally use a short vanity URL (e.g., azpalmtreelights.com/quote that redirects with UTM params appended server-side).
• Do not apply UTMs to internal links (links between pages on the same site) — this breaks session attribution.

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Section 4 — n8n Workflows

Instance: your n8n instance

Setup prerequisite — Jobber: Jobber does not have native outbound webhooks. Use n8n's polling (scheduled trigger checking Jobber API for changes) or use Jobber's Zapier integration as a bridge into n8n via webhook. The recommended approach:

• Use Jobber's GraphQL API with an n8n HTTP Request node + schedule trigger polling every 15 minutes.
• Alternatively, use Zapier as a thin bridge: Zapier catches the Jobber event, calls an n8n webhook URL. This is simpler to set up and does not require Zapier for logic — just event delivery.

Jobber API credentials: Get OAuth token from Jobber Developer portal. Store as n8n credential: Jobber OAuth.

Google Sheets credential: Connect n8n to Google Sheets via OAuth. Create a dedicated service account or use Andrew's Google account.

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WF1 — Form Submission → Jobber Lead + Google Sheet

Trigger: Fillout webhook (fires on form submit) Actions: Create Jobber lead with source fields, log row to Attribution Google Sheet

Steps:

1. In Fillout: Go to the quote form settings > Integrations > Webhooks.
2. Add webhook URL: https://your-n8n-instance/webhook/azptl-form-submit (create this endpoint in n8n).
3. Fillout will POST form data as JSON on each submission.

n8n Workflow:

[Webhook: POST /azptl-form-submit]
    |
[Set node: Map fields]
    - lead_date = {{$now.toISO()}}
    - name = {{$json.body.name}}
    - email = {{$json.body.email}}
    - phone = {{$json.body.phone}}
    - source = {{$json.body.utm_source || 'direct'}}
    - medium = {{$json.body.utm_medium || 'direct'}}
    - campaign = {{$json.body.utm_campaign || ''}}
    - content = {{$json.body.utm_content || ''}}
    - notes = {{$json.body.message || ''}}
    |
[HTTP Request: Jobber GraphQL API]
    - Method: POST
    - URL: https://api.getjobber.com/api/graphql
    - Header: Authorization: Bearer {{credentials.jobber_token}}
    - Body: GraphQL mutation to create a Client + Request (lead)
      - Custom fields: source, medium, campaign, content
    - Save returned jobber_id
    |
[Google Sheets: Append Row]
    - Sheet: Attribution Tracker
    - Tab: Leads
    - Columns: lead_date, source, medium, campaign, content, name, phone, email,
               jobber_id, lead_status (set to 'new'), quote_amount (''),
               won_amount (''), won_date (''), notes

Jobber GraphQL — Create Request mutation (simplified):

mutation CreateRequest($input: RequestCreateInput!) {
  requestCreate(input: $input) {
    request {
      id
      client {
        id
        name
      }
    }
    userErrors {
      message
      path
    }
  }
}

Input includes client name/email/phone and request title (e.g., "Website Lead — Meta Ads"). Map custom fields for source attribution if Jobber custom fields are configured (see Section 7).

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WF2 — CallRail Call Completed → Jobber Lead + Google Sheet

Trigger: CallRail webhook (fires when a call ends) Actions: Create/update Jobber lead, log to Attribution Google Sheet

Steps:

1. In CallRail: Settings > Notifications > Webhooks.
2. Add webhook: https://your-n8n-instance/webhook/azptl-callrail.
3. Trigger: Post-call (fires after call ends, includes duration, recording URL, tracking number matched).

n8n Workflow:

[Webhook: POST /azptl-callrail]
    |
[IF node: Call duration > 30 seconds]
    - Yes → continue (real calls only; skip hang-ups and spam)
    - No → stop
    |
[Set node: Map source from tracking number]
    - IF tracking_number == AZPTL-Meta → source = 'meta', medium = 'paid-social'
    - IF tracking_number == AZPTL-Google → source = 'google', medium = 'paid-search'
    - IF tracking_number == AZPTL-GBP → source = 'gbp', medium = 'organic'
    - IF tracking_number == AZPTL-YardSign → source = 'yard-sign', medium = 'offline'
    - ELSE → source = 'organic', medium = 'direct'
    |
[HTTP Request: Search Jobber for existing client by phone]
    - GraphQL query: clients(filter: {phone: $phone})
    - If found: update existing client / create new request linked to them
    - If not found: create new client + request
    |
[HTTP Request: Jobber — Create Request]
    - Title: "Phone Lead — [source]"
    - Custom fields: source, medium, callrail_recording_url
    - Save returned jobber_id
    |
[Google Sheets: Append Row]
    - Same schema as WF1
    - lead_status = 'new'
    - notes = "Call: " + call_duration + "s | Recording: " + recording_url

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WF3 — Jobber Job Won → Revenue Row in Attribution Sheet

Trigger: Scheduled poll every 15 minutes — check Jobber for jobs that changed to "won" / "active" status since last poll Actions: Look up original lead source from Attribution Sheet, write revenue row

Steps:

[Schedule Trigger: every 15 minutes]
    |
[HTTP Request: Jobber GraphQL]
    - Query jobs where status changed to ACTIVE (won) since last_checked timestamp
    - Pull: job id, client id, quote total, job title, created_at
    |
[IF node: any new won jobs?]
    - No → stop
    - Yes → continue
    |
[Google Sheets: Lookup]
    - Search Attribution Tracker for matching jobber_id
    - If found: get original source, medium, campaign, content
    |
[Google Sheets: Update Row]
    - Set lead_status = 'won'
    - Set won_amount = job total from Jobber
    - Set won_date = today
    |
[Google Sheets: Append Row — Revenue tab]
    - won_date, source, medium, campaign, jobber_id, won_amount
    - (This tab drives the revenue chart in Looker Studio)

State management: Store last_checked timestamp in n8n static data or a dedicated "Config" tab in the Google Sheet. Update it on every successful poll run.

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WF4 — Weekly Attribution Digest Email

Trigger: Schedule — every Monday at 8:00 AM MST Actions: Query Google Sheet, calculate KPIs, send email to Andrew

Steps:

[Schedule Trigger: Monday 8:00 AM MST]
    |
[Google Sheets: Read All Rows — Leads tab]
    - Filter: lead_date in last 7 days
    |
[Code Node: Calculate KPIs]
    JavaScript:
    - Total leads by source
    - Won count and revenue by source
    - CPL by source (if ad spend data available — see note below)
    - Close rate by source (won / total leads)
    - Average deal size by source
    |
[Gmail / Send Email node]
    To: jack@outdoorvibes.com
    Subject: "Outdoor Vibes Attribution Digest — Week of [date]"
    Body (HTML table):

    | Source     | Leads | Won | Close Rate | Revenue | CPL*  |
    | meta       | 12    | 3   | 25%        | $4,200  | $28   |
    | google     | 8     | 2   | 25%        | $2,800  | $31   |
    | gbp        | 4     | 2   | 50%        | $2,600  | —     |
    | organic    | 3     | 1   | 33%        | $1,400  | —     |
    | yard-sign  | 1     | 0   | 0%         | $0      | —     |
    | TOTAL      | 28    | 8   | 29%        | $11,000 | —     |

    *CPL = ad spend / leads. Requires manual spend input (see below).

Ad spend input: Until a Google Ads / Meta API pull is set up, maintain a "Weekly Spend" tab in the Google Sheet. Andrew manually enters spend each Monday before the digest runs. The workflow reads from that tab.

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WF5 — Monthly Baseline Comparison

Trigger: Schedule — 1st of every month at 9:00 AM MST Actions: Compare current 30-day period to locked May 2026 baseline, send comparison email

Steps:

[Schedule Trigger: 1st of month 9:00 AM MST]
    |
[Google Sheets: Read — Baseline tab]
    - Pull locked May 2026 baseline values (see Section 7)
    |
[Google Sheets: Read — Leads tab]
    - Filter: lead_date in last 30 days
    |
[Code Node: Calculate deltas]
    - Current leads vs baseline leads: +X% / -X%
    - Current close rate vs baseline: +X pts / -X pts
    - Current revenue vs baseline: +$X / -$X
    - Current avg deal size vs baseline
    |
[Gmail: Send Email]
    Subject: "Outdoor Vibes — Monthly Attribution vs Baseline — [month]"
    Body: side-by-side table — Baseline | Current | Delta

Critical: The baseline values are read-only. The workflow reads them but never writes to the Baseline tab. Lock the sheet tab (right-click tab > Protect range > your team).

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Section 5 — Google Sheets Attribution Tracker

File name: Outdoor Vibes — Attribution Tracker Location: Shared Google Drive folder: Outdoor Vibes / Data Share: your team

Tab 1: Leads

This is the primary data table. n8n writes every lead here.

Validation rules:

• Column K (lead_status): dropdown — new, quoted, won, lost
• Column B (source): dropdown — meta, google, gbp, organic, yard-sign, partner, direct
• Column J (lead_type): dropdown — form, phone

Tab 2: Revenue

Append-only revenue log. Written by WF3 when job is won.

Tab 3: Baseline

Locked. Written once during Section 7 (Baseline Capture). Contains one row per metric.

Rows: total_leads_90d, avg_monthly_leads, total_revenue_90d, avg_deal_size, close_rate, avg_monthly_calls, avg_monthly_forms

Tab 4: Weekly Spend

Manual entry by Andrew each Monday.

Tab 5: UTM Library

Copy of the approved UTM URLs from Section 3.2. Read-only reference.

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Section 6 — Looker Studio Dashboard

URL: looker.google.com (sign in with Google) Report name: Outdoor Vibes — Attribution Dashboard Data source: Google Sheets — Attribution Tracker (both Leads and Revenue tabs) Share read-only with Jack: once built, use "Share > Manage Access" to add Jack's email as Viewer.

Setup: Connect Data Source

1. In Looker Studio: Create > Report.
2. Add data: Google Sheets > select the Attribution Tracker file.
3. Add the Leads tab as one data source.
4. Add the Revenue tab as a second data source.
5. For date fields, confirm Looker Studio recognizes lead_date and won_date as Date type.

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Page 1 — Executive Summary

Purpose: Weekly/monthly health check for Andrew and Jack. Answers: "Is the attribution stack working and is marketing ROI positive?"

Layout (top to bottom):

Row 1 — Scorecards (6 total)

• Total Leads (period)
• Total Won Jobs (period)
• Overall Close Rate (won / leads, formatted as %)
• Total Revenue Won ($)
• Estimated ROAS (revenue / total spend — requires Weekly Spend tab)
• Average Deal Size ($)

Row 2 — Bar chart: Leads by Source

• Dimension: source
• Metric: count of rows
• Sort: descending by count
• Colors: one color per source (Meta = blue, Google = green, GBP = teal, Organic = gray, Yard-sign = orange)

Row 3 — Two charts side by side:

• Left: Bar chart — Close Rate by Source (%)
  • Calculated field: COUNT_IF(lead_status = 'won') / COUNT(lead_date)
• Right: Bar chart — Revenue by Source ($)
  • Data source: Revenue tab, SUM of won_amount, dimension: source

Row 4 — Date filter control

• Date range picker — default: last 30 days
• Filter: applies to all charts on page

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Page 2 — Channel Deep Dive

Purpose: Compare channel efficiency — which source produces the best ROI?

Table: Channel Performance Summary

Dimensions: source, medium Metrics:

• Leads (count)
• Quotes Sent (COUNT_IF lead_status IN ('quoted', 'won', 'lost'))
• Won (COUNT_IF lead_status = 'won')
• Close Rate (calculated %)
• Total Revenue (SUM won_amount from Revenue tab)
• Avg Deal Size (AVG won_amount)

Time Series Chart: Leads Over Time by Source

• Dimension: lead_date (by week)
• Breakdown dimension: source
• Metric: count
• Shows seasonality and channel trends

Scatter Chart: Close Rate vs Lead Volume by Source

• X axis: count of leads
• Y axis: close rate %
• Bubble size: revenue
• Label: source
• This shows which channels are high-volume vs. high-quality

Filter controls on this page:

• Date range picker
• Source multi-select
• Medium multi-select

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Page 3 — Pipeline

Purpose: See what's in the funnel right now — are there stale leads that need follow-up?

Funnel Chart: Lead Status Steps: new → quoted → won / lost Values: count of leads in each status

• Built as a calculated funnel or as a bar chart with lead_status as dimension

Table: Open Leads (not won or lost)

• Filter: lead_status IN ('new', 'quoted')
• Columns: lead_date, name, phone, source, lead_status, quote_amount, notes
• Sort: lead_date ascending (oldest first — these need attention)
• Conditional formatting: lead_date > 14 days old → highlight row in red

Stale Lead Count Scorecard

• Calculated field: COUNT_IF(lead_status = 'new' AND lead_date < TODAY() - 7)
• Label: "Leads Uncontacted 7+ Days"
• Style: large number, red if > 0

Won Jobs — Revenue Timeline

• Line chart: won_date (by week) vs SUM won_amount
• Data source: Revenue tab
• Shows revenue recognition trend over time

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Looker Studio Configuration Notes

• Filters: Add a Report-level date range filter and source filter so they apply to all pages by default. Add page-level overrides where needed.
• Theme: Use a clean template — white background, the 6-color source palette defined above.
• Auto-refresh: Looker Studio refreshes on page load. For near-real-time data, set data source cache to 1 hour (default is 12 hours). Go to Data Source > Edit > Cache > 1 hour.
• Sharing: Share with Jack as Viewer only. Do not give Jack Editor access — he should view, not modify structure.
• Mobile: Looker Studio reports are readable on mobile but not fully optimized. If Jack checks on phone, Page 1 scorecards will be the most useful.

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Section 7 — Baseline Capture Protocol

Purpose: Lock a pre-attribution baseline so future results can be compared against a known starting point. This is the "before" snapshot. Do it once, never change it.

Timing: Complete this before any n8n workflows go live and before any tracked campaigns run. Do it now, in the first week.

Document to create: Outdoor Vibes — Attribution Baseline — May 2026 (Google Doc in shared Drive)

7.1 — Data to Pull from Jobber

Log in to Jobber with Jack present (or have Jack export). Pull the following for the period February 1 – April 30, 2026 (last 90 days as of May 1):

1. Total leads received — count of new requests/leads in Jobber
2. Total quotes sent — count of quotes/estimates sent to clients
3. Total jobs booked (won) — count of jobs that moved to active/completed
4. Total revenue booked — sum of won job values
5. Average deal size — total revenue / won jobs
6. Quote-to-win conversion rate — won jobs / quotes sent
7. Lead-to-win conversion rate — won jobs / total leads (if tracked)
8. Monthly average for each above — divide 90-day totals by 3

Also capture:

• Average monthly inbound calls — from Quo/OpenPhone call log if available (export CSV)
• Average monthly web form submissions — from Fillout or wherever forms were going
• Website traffic (if GA was installed) — sessions, users, avg session duration

7.2 — Baseline Document Structure

Create the Google Doc with this structure:

Outdoor Vibes — Attribution Baseline — May 2026
Locked: [date]. Do not modify.

Period: February 1 – April 30, 2026 (90 days)
Data source: Jobber export + manual count

== Lead Volume ==
Total leads (90d): [X]
Avg leads/month: [X]
Monthly breakdown: Feb [X] / Mar [X] / Apr [X]

== Conversion ==
Total quotes sent (90d): [X]
Total jobs won (90d): [X]
Quote-to-win rate: [X]%
Lead-to-win rate (if available): [X]%

== Revenue ==
Total revenue booked (90d): $[X]
Avg monthly revenue: $[X]
Avg deal size: $[X]

== Channel Attribution (Pre-Stack) ==
Primary inbound channels (estimated, not tracked): word of mouth, referral, GBP
Google Ads: not running (as of baseline date)
Meta Ads: limited / just starting
Tracking: none — all attribution manual/estimated

== Phone ==
Avg monthly calls: [X] (from Quo log if available)
Business number: (480) 631-7754

== Notes ==
[Any context — seasonal adjustments, notable events, one-time big jobs to exclude]

7.3 — Lock the Baseline

1. In the Google Doc: File > Document Details — note the creation date.
2. Move to a locked folder in Drive: Outdoor Vibes / Baseline — LOCKED.
3. In the Attribution Google Sheet, populate the Baseline tab (Tab 3) with the key metrics.
4. Right-click the Baseline tab > Protect Sheet > Your team can edit.
5. Add a note in the doc header: "This document is final. It represents pre-attribution performance. Do not edit."

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Section 8 — Testing Checklist

Run this end-to-end test for each channel before declaring the attribution stack live. For each test, start from scratch (incognito window) to simulate a real visitor.

Test 0 — Baseline Verification (Before Going Live)

• GA4 Realtime shows page views on azpalmtreelights.com
• GTM Preview mode shows GA4 Configuration tag firing on all pages
• Meta Pixel Helper shows PageView on both sites (see meta-pixel-install-guide.md)
• CallRail DNI script loads (check Network tab for cr.js)
• n8n webhooks are active (WF1 and WF2 webhook nodes are in "Listening" state)

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Test 1 — Meta Ads Channel

Simulate: Visitor clicks Meta ad → lands on site → submits form.

1. Open incognito window.
2. Navigate to: https://azpalmtreelights.com/get-a-quote?utm_source=meta&utm_medium=paid-social&utm_campaign=azptl_leadgen_may26&utm_content=c1r_day_night
3. Check: Phone number displayed on page = AZPTL-Meta tracking number (not the main 480 number).
4. Check: GA4 Realtime shows session with source = meta.
5. Submit the quote form with test data (use a real phone number you can verify).
6. Check: GA4 Realtime shows generate_lead event.
7. Check: n8n WF1 execution log shows success.
8. Check: Jobber has a new client/request titled "Website Lead — Meta Ads" with source custom field = "meta".
9. Check: Google Sheet (Leads tab) has a new row with source = "meta".
10. Click the displayed phone number (on mobile or simulate a click on desktop).
11. Check: GA4 Realtime shows phone_call_click event.

• DNI swapped correctly to Meta tracking number
• GA4 session attributed to meta / paid-social
• form submission → generate_lead event in GA4
• WF1 triggered and created Jobber lead with source = meta
• Attribution Sheet row written correctly
• phone_call_click event fires in GA4

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Test 2 — Google Ads Channel

1. Open incognito window.
2. Navigate to: https://azpalmtreelights.com?gclid=test123&utm_source=google&utm_medium=paid-search&utm_campaign=azptl_leadgen_may26
3. Check: Phone number = AZPTL-Google tracking number.
4. Submit form.
5. Check: All same as Test 1 but source = google.

• DNI swapped to Google tracking number (gclid present)
• Jobber lead created with source = google
• Attribution Sheet row: source = google, medium = paid-search

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Test 3 — Phone Call (CallRail)

Simulate: Real inbound call to a tracking number.

1. Call the AZPTL-Meta tracking number from a mobile phone.
2. Let it ring through to the Quo/OpenPhone line.
3. Answer and have a 30+ second conversation (or use a test script — "Hi, this is a test call").
4. Hang up.
5. Wait 2–5 minutes for CallRail webhook to fire.
6. Check: n8n WF2 execution log shows success.
7. Check: Jobber has a new client/request titled "Phone Lead — meta".
8. Check: Google Sheet row written with source = meta, lead_type = phone, notes = recording URL.

• CallRail webhook fired to n8n within 5 minutes of call end
• WF2 correctly mapped tracking number to source = meta
• Jobber lead created
• Attribution Sheet row written with call duration and recording URL

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Test 4 — GBP Channel

1. Open incognito window.
2. Navigate to: https://azpalmtreelights.com?utm_source=gbp&utm_medium=organic
3. Check: Phone number = AZPTL-GBP tracking number.
4. Submit form.
5. Check: Attribution Sheet source = gbp.

• DNI swapped to GBP tracking number
• Jobber lead created with source = gbp

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Test 5 — Organic / Direct Channel

1. Open incognito window.
2. Navigate to https://azpalmtreelights.com with no UTM params.
3. Check: Phone number = AZPTL-Organic (default number).
4. Submit form.
5. Check: Attribution Sheet source = organic (or direct).

• DNI default number shows when no UTM present
• Form submission logs with source = organic

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Test 6 — End-to-End Looker Studio

After running Tests 1–5:

1. Open the Attribution Google Sheet — Leads tab should have 5+ rows from tests.
2. Open Looker Studio report.
3. Check: All 5 test leads appear in the data.
4. Check: Bar chart shows leads by source (meta, google, gbp, organic).
5. Check: Page 3 Pipeline shows test leads in "new" status.
6. Simulate a lead moving to "won": manually change one row in Sheet to lead_status = won, add won_amount.
7. Check: Looker Studio reflects the change within 1 hour (cache).

• All test leads visible in Looker Studio
• Charts render correctly
• Won lead appears in revenue charts
• Report shared read-only with Jack — verify Jack can view but not edit

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Test 7 — Weekly Digest Email

1. In n8n WF4, set the schedule to 2 minutes from now (temporary).
2. Make sure there is test data in the Sheet.
3. Run the workflow.
4. Check: Email arrives with correct table of leads/revenue by source.
5. Reset the schedule to Monday 8:00 AM MST.

• Digest email received
• Data in email matches Sheet data
• Schedule reset to production timing

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Go-Live Sequence

Execute in this order to avoid data gaps:

Week 1 (Days 1–3):

1. Complete Baseline Capture (Section 7) — lock it before anything else
2. Create CallRail account + provision all 5 tracking numbers
3. Install DNI script on azpalmtreelights.com
4. Configure DNI swap rules for all channels
5. Verify DNI with browser test (Section 8, Test 0)

Week 1 (Days 4–5): 6. Create GA4 property 7. Create/configure GTM container 8. Install GTM on site, add GA4 Configuration tag 9. Configure form + phone_call_click events in GTM 10. Publish GTM, verify in Realtime 11. Link GA4 to Google Ads

Week 2 (Days 1–3): 12. Create Attribution Google Sheet with all tabs 13. Build n8n WF1 (form → Jobber + Sheet) 14. Build n8n WF2 (CallRail → Jobber + Sheet) 15. Run Tests 1–5 (channel tests) 16. Fix any mapping issues

Week 2 (Days 4–5): 17. Build n8n WF3 (Jobber won → revenue row) 18. Build n8n WF4 (weekly digest) 19. Build n8n WF5 (monthly comparison) 20. Run Test 7 (digest email test)

Week 3: 21. Build Looker Studio dashboard (Pages 1–3) 22. Run Test 6 (Looker Studio end-to-end) 23. Share with Jack 24. Brief Jack: "Here's what you can see, here's what it means" 25. Apply UTM params to all active Meta ads 26. Update GBP listing URL with UTM params 27. Attribution stack is live — monitor daily for first 2 weeks

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Quick Reference