Part of our guide: How much time can a small business save with automation?
Written by Dan Sagar, FoundationsAI. Updated October 2026.
To track your marketing return (ROI) in GoHighLevel, record where every enquiry comes from, add the value of the job when you win it, and compare what each source brought in with what it cost. GoHighLevel records the source of website and booking enquiries for you when your links are tagged. Phone enquiries need tracking numbers or a "how did you hear about us?" question.
How to work out your return
Return = (money won from a source minus what you spent on it) divided by what you spent.
For example, if you spent £500 on Google Ads in a month and won three jobs worth £2,600 from it, your return is (£2,600 minus £500) divided by £500, which is 4.2. That's £4.20 back for every £1. Use profit instead of sales if you can, because it's a truer picture.
How to track each source
| Where enquiries come from | How to track them |
|---|---|
| Google and Facebook ads | Tagged links, and connect your ad accounts |
| Your website | Recorded automatically with each form and booking |
| Phone calls | A different tracking number for each source |
| Word of mouth | A "how did you hear about us?" question |
| Vans, leaflets and signs | Their own phone number or web address |
How to set it up
- Tag your links. Add tracking tags (called UTM tags) to every link in your ads, emails and social posts, so GoHighLevel knows where each visitor came from.
- Use tracking numbers for ads, your website and printed material.
- Ask "how did you hear about us?" on forms and calls.
- Put every enquiry in your pipeline and add the job value when you win it.
- Check the reports monthly to see enquiries, jobs won and money by source.
Common gaps
- Jobs won over the phone never get recorded, so a source looks worse than it is.
- Job values aren't added, so you can see enquiries but not money.
- Judging a source on cost per enquiry instead of cost per job won.
Common questions
What is marketing ROI?
The money a piece of marketing brings back compared with what it cost.
How do I track phone enquiries?
Use a different tracking number for each source, and ask callers how they heard about you.
Can GoHighLevel track Google and Facebook ads?
Yes. Tag your ad links and connect your ad accounts, and enquiries are recorded against the ad they came from.
How long should I give a marketing channel before judging it?
At least two or three months, because jobs often take weeks to win.
Which FoundationsAI plan includes pipelines and reporting?
Pipelines and automations are included on Pro and Managed.
Want to know which marketing pays?
Book a 45-minute demo and we'll show you source tracking on a real account.