Google Business Profile tells you how people interacted with your listing. It does not tell you whether every caller booked, whether the team completed the work or how much that job brought in. Google's Calls metric counts taps on the call button, and Website clicks counts clicks on the website link. A tap is not necessarily a connected call or a new customer. See Google's metric definitions.
For a cleaning, HVAC or plumbing business, the useful chain is: profile interaction → recorded enquiry → qualified enquiry → booked job → completed job → collected revenue. You need your own job records to connect the later steps.
Start with one row per enquiry
Use a CRM or a shared sheet. Record the facts your team can maintain, not every field a software vendor offers:
| Field | What to enter |
|---|---|
| Enquiry ID and time | A unique ID and first contact timestamp |
| Source | Google Business Profile, Google Ads, referral, unknown or another recorded source |
| Evidence | Call number, tagged link, form source or the customer's answer |
| Service and area | What they need and where |
| Status and owner | New, contacted, quoted, booked, lost; person responsible |
| Job ID | Add only when a booking exists |
| Completed date and revenue | Add when work is finished and the amount is known |
Make unknown an honest source option. A customer may see the profile and call later from a saved number. Do not force that job into a Google category without evidence.
Connect the profile to your records
Give the profile's website link a consistent campaign tag if your website accepts analytics parameters. Track forms on that landing page and preserve the tag when an enquiry enters the CRM. For calls, use an agreed call-tracking process or ask the customer how they found you; check local rules before recording calls. Keep paid clicks separate. Google notes that Business Profile performance can include interactions from both organic results and Google Ads, so profile totals alone cannot separate the two.
At booking, attach the job ID to the enquiry instead of creating an unrelated order. At completion, add the final amount and, if useful, direct job costs. Then you can count completed jobs by recorded source without treating a quote as revenue.
Review a small set of numbers monthly
Compare recorded enquiries, booked jobs, completed jobs and completed-job revenue by source. Investigate missing sources and abandoned quotes before drawing channel conclusions. Keep the same date rule each month: enquiry date for lead volume, completion date for completed-job revenue.
Our Budapest cleaning case shows why this distinction matters: the operational report recorded completed-job results, while the earlier months did not have an organic source category. That prevents a clean claim that SEO caused the revenue change.
If you want to see the fields in context, open the fictional dashboard demo. Its sample numbers are invented; the workflow is the useful part.