17 Website Tracking and Behavior Analytics Tools for Home Service Companies (Free to Paid)

The average home service website converts 3-4% of visitors into leads. That means for every 100 people who land on your site, 96 leave without calling, filling out a form, or doing anything you can track.

You already paid to get them there. Google Ads in home services averages $7.85 CPC according to LocaliQ’s 2025 data. If you’re spending $3,000 a month on ads and can’t see what visitors do on your site, you’re flying blind with real money.

These 17 tools help you figure out what’s happening on your website, why visitors leave, and who they are. They’re organized by what they actually do, with real prices.

Why tracking matters more than more traffic

A contractor on r/sweatystartup put it bluntly: “I generate 16,000+ calls/month with simple copy-paste websites. My elaborate, fancy site? Nobody converted.” His point was that design doesn’t matter if you’re not measuring what people actually do on the page.

LocaliQ analyzed 3,211 home service campaigns and found HVAC companies pay $5.31 per click with a $45.27 cost per lead. At those numbers, even small improvements in conversion rate save thousands per month. But you can’t improve what you can’t measure.

BuildOps found that contractors using heatmaps discovered over a third of visitors were clicking “See More Results” buttons at the bottom of the page - content they didn’t even know people wanted. Without behavior tracking, that insight stays invisible.

Free analytics platforms

1. Google Analytics 4 (GA4)

GA4 is free and tracks everything event-based - page views, button clicks, scroll depth, form submissions. It replaced Universal Analytics and has a steep learning curve, but it’s the baseline every contractor should have installed. You get traffic sources, user paths, and conversion tracking if you configure goals.

The problem is most contractors never set up goals, so they see traffic numbers without knowing what that traffic does. For a step-by-step walkthrough, see our GA4 setup guide for home services.

2. Microsoft Clarity

Clarity is free forever with unlimited heatmaps, session recordings, and rage click detection. No caps, no paid tier you’ll eventually hit. It shows you exactly where visitors click, how far they scroll, and where they get frustrated.

The AI-powered insights surface patterns automatically. While Hotjar charges $39/mo for 100 daily sessions on its Plus plan, Clarity gives you unlimited everything for $0.

3. Plausible Analytics

Plausible is a privacy-focused alternative that requires no cookies and shows a clean, simple dashboard. Starts at $9/mo with a free trial. It’s built for people who want straightforward traffic data without the complexity of GA4.

If you’re a contractor who just wants to know how many people visited and where they came from, Plausible does that without the learning curve.

Behavior analytics: heatmaps and session recording

These tools show you what visitors actually do on your pages. Where they click, how far they scroll, and where they rage-quit.

Over 80% of users who start filling out a form abandon it before completing, according to MightyForms data. Behavior analytics tools show you exactly where the drop-off happens.

4. Hotjar

Hotjar offers heatmaps, session recordings, and on-site surveys in one package. The free plan gives you 35 daily sessions. The Plus plan at $39/mo bumps that to 100 daily sessions.

It’s the most popular behavior tool for small businesses, but the free tier runs out fast if you get decent traffic.

5. Crazy Egg

Crazy Egg starts at $29/mo and includes confetti click reports that show individual clicks color-coded by source. You can see whether Google Ads visitors click different things than organic visitors. It also includes A/B testing, so you can test changes directly.

6. Lucky Orange

Lucky Orange runs $32/mo and gives you real-time visitor tracking with live chat built in. You can watch a visitor browse your site and start a chat with them while they’re still on the page. For a contractor with someone answering the phone, this is like having a live view of who’s on your site right now.

7. Mouseflow

Mouseflow costs $39/mo and offers 7 different heatmap types plus friction detection that automatically flags where visitors struggle. It identifies form fields that cause drop-offs and pages where users hesitate. Good for contractors who want to fix specific conversion problems.

8. FullStory

FullStory is enterprise-level digital experience analytics with rage click detection and detailed session replay. No public pricing - you’ll need to talk to sales. It’s built for companies with large development teams, making it overkill for most contractors but worth knowing about if you’re a multi-location operation.

9. Smartlook

Smartlook costs $55/mo and has strong mobile tracking with automatic event capture. It records sessions across web and mobile apps and auto-tags user actions without manual setup. Useful if you’re tracking a customer portal or booking app alongside your marketing site.

Call tracking

78% of customers hire the first contractor to respond. If phone calls drive your business and you’re running paid ads, you need to know which keywords and campaigns generate actual calls - not just clicks.

10. CallRail

CallRail starts at $50/mo and provides dynamic number insertion with keyword-level attribution. It swaps phone numbers on your website based on the traffic source, so you know which Google Ads keyword triggered each call. For contractors spending money on PPC, this is the single most important tracking tool you can add.

11. CallTrackingMetrics

CallTrackingMetrics starts at $65/mo and includes conversation analytics with multi-channel attribution. It transcribes calls, scores them, and maps them back to the ad, keyword, or page that drove the call. Stronger on the analytics side than CallRail, with more advanced routing options.

12. WhatConverts

WhatConverts starts at $30/mo and combines lead tracking with lead management in one platform. It tracks calls, forms, and chats, then lets you qualify and value each lead. Lower entry price than CallRail, with built-in lead scoring that helps you see which marketing channels produce jobs, not just leads.

Visitor identification (B2C)

Most visitor identification tools - Leadfeeder, Clearbit, 6sense - identify companies visiting your website. That works for B2B software sales. It’s useless for plumbers and roofers because homeowners browsing from residential IPs don’t show up as companies.

B2C visitor identification is different. It matches anonymous residential visitors against consumer databases to surface names, addresses, and contact information.

13. PipelineOn

PipelineOn is built specifically for home services and identifies homeowners visiting your website, not companies. It matches anonymous residential visitors against property databases, giving you names and addresses of people who browsed your site without converting. You can follow up with direct mail, phone calls, or automated campaigns while the intent is still fresh. See how it works.

14. Opensend

Opensend provides anonymous visitor identification with email capture and retargeting. It focuses on building email audiences from anonymous traffic and integrates with major email platforms. Geared toward e-commerce and DTC brands, but the email capture works for service businesses running email campaigns.

15. Retention.com (formerly Revenue Roll)

Retention.com offers cookie-less tracking with Klaviyo integration for email and SMS follow-up. It identifies anonymous visitors and pipes them into your existing marketing automation. Originally built for e-commerce, so the home service use case requires some setup.

Contractor platform analytics

If you already run ServiceTitan or Jobber, you have built-in tracking that ties marketing to revenue.

16. ServiceTitan Marketing Pro

Marketing Pro provides built-in attribution that tracks marketing spend all the way to revenue. Starting at $398+/mo (on top of your ServiceTitan subscription), it connects ad clicks to booked jobs and shows true ROI per channel. Expensive, but it closes the loop between marketing spend and actual revenue in a way standalone tools can’t.

17. Jobber

Jobber includes basic reporting with revenue trends at $39-149/mo depending on the plan. It tracks lead sources, quote-to-job conversion rates, and revenue by service type. The reporting isn’t as deep as ServiceTitan’s, but for smaller shops, it gives you enough data to see what’s working.

What to set up first

You don’t need all 17 of these. Start with three:

Step 1: Install Microsoft Clarity (free). You get heatmaps, session recordings, and rage click data with zero cost. Watch 10 recordings of visitors on your most important page. You’ll learn more in 30 minutes than a month of guessing.

Step 2: Add call tracking. If you run Google Ads, CallRail or WhatConverts tells you which keywords produce calls. Without this, you’re optimizing ads blindly.

Step 3: Consider visitor identification. If you’re getting 300+ monthly visitors and converting under 5%, B2C visitor identification can recover a chunk of that invisible demand. You can’t follow up with people you can’t see.

GA4 should already be installed. If it is, make sure you actually have conversion goals configured. Traffic numbers without goals tell you almost nothing.

The bottom line

Your website is the center of your marketing. Every ad, every Google Business Profile click, every referral sends people there. The question is whether you know what happens next - and if you don’t, you’re likely losing most of your traffic without realizing it.

Tracking tools answer three questions: what happened (GA4), why it happened (heatmaps), and who did it (visitor identification). You need at least one tool in each category to stop guessing and start measuring.

The good news is the most important tools are free. Microsoft Clarity plus GA4 gives you more insight than most contractors have ever had, and it costs nothing. Layer in call tracking and visitor identification when you’re ready, and you’ll know more about your website visitors than 95% of your competitors.