01Goals and events: what counts as a conversionWhich actions to track on a site, how a goal differs from an event, which goals every business needs, and how not to count one enquiry twice.10 min02UTM tags: working out which channel deliveredWhat UTM tags are, which parts they consist of, how to name them properly, and which mistakes wreck your channel statistics.9 min03End-to-end analytics: seeing where the money comes fromWhat end-to-end analytics is in plain terms, why you need it, what it is assembled from, and how to start without expensive systems.12 min04CRM and request handling: where clients get lostWhy requests do not turn into sales, what a late reply costs, how to organise handling, and when you genuinely need a CRM.11 min05Marketing payback: how to calculate the return on spendHow to calculate the return on marketing spend, how it differs from profit, what to include in costs, and which mistakes make the figure pretty and us10 min06Reporting: which numbers an owner should look at each monthWhich metrics genuinely matter, what an honest contractor report looks like, which figures are useless, and how to make decisions from the data.11 min07Bringing clients back: selling to people who already boughtWhy a repeat client is cheaper than a new one, how to measure your repeat rate, which reasons for getting back in touch work, and what to do with the 9 min