Expect Best
Expect Best free toolsEB Analytics
See which marketing actually brings you enquiries, not just clicks. Free, and it takes one line of code.
EB Analytics
Google Analytics tells you how many people visited. It does not tell you which of them picked up the phone, and it very rarely tells you what actually made them get in touch. EB Analytics answers the only question most business owners really care about: where do my enquiries come from?
It is a free, privacy-conscious analytics tool we built for our own clients. You add one line of code to your website, and from then on every enquiry gets traced back to the thing that brought that person to you in the first place, whether that was a Google search, a paid ad, a Facebook post or an AI assistant like ChatGPT.
The one line you addGoes in the header, the same place as any analytics tag. We will send you your own site ID, and we can install it for you.
What it does, and when to use it.
What it does
Traces every enquiry back to the marketing that brought that person to you, so you can see which channels produce work rather than just traffic.
When to use it
Use it when you are spending on SEO, ads, content or social and want to know which of them is genuinely generating enquiries.
Why it is useful
Most analytics counts visits. Knowing which channel produced the phone call is what tells you where the next pound should go.
Why not just use Google Analytics?
Use both. They answer different questions. GA4 is built to measure traffic and it is very good at it. It is not built to tell a plumber, a solicitor or a mortgage broker which marketing produced this week’s enquiries, and out of the box it usually will not.
| The question you actually ask | What EB Analytics shows you |
|---|---|
| “Is the SEO working?” | How many enquiries organic search brought this month, and how that compares to last month. |
| “They said they just found us on Google, is that true?” | The channel that first discovered each enquirer, not just the last click before they filled the form. |
| “Are the ads paying for themselves?” | Enquiries split by paid ads versus everything else, with the campaign name. |
| “Is anyone finding us through ChatGPT?” | Visits and enquiries from AI assistants, listed by name. |
| “Which pages are actually worth having?” | The pages that bring people in, and the pages they were on when they got in touch. |
The numbers that answer a business question.
Enquiries, not just clicks
Form submissions, click to call, email clicks and WhatsApp taps are counted separately, so you can see how people prefer to reach you.
First touch and last touch
Someone finds you on Google, comes back a week later by typing your name, then enquires. Last click says “direct”. We show you it was search.
AI assistants
Visits from ChatGPT, Perplexity, Gemini, Copilot and Claude, broken down by name. Most analytics tools file these under “direct” or “referral”.
Pages that pull people in
The page each visitor landed on first, and the page they were on when they enquired. Useful for deciding what to write next.
Phones versus computers
Whether mobile visitors enquire at the same rate as desktop ones. On a lot of sites they do not, and that is usually fixable.
Where people are
The town and region enquiries come from, so a local business can see whether it is reaching its actual catchment area.
Set up once, then leave it alone.
Tell us your website
We set up your dashboard and give you a single line of tracking code.
Paste one line into your site
It goes in the header, the same place as any analytics tag. If we built or maintain your site, we will do this for you.
Carry on as normal
Nothing changes for your visitors. The script is small, loads asynchronously and does not slow the page down.
Check your dashboard
Enquiries start appearing straight away. Trends and month-on-month comparisons need a few weeks of data before they mean anything, and we will say so on screen rather than showing you a meaningless arrow.
If we built or maintain your website, we will handle the install for you.
What we do not do.
We never store anyone’s IP address
It is converted into a one-way scrambled value the moment it arrives, and the original is discarded.
We do not follow anyone around the internet
The tracking only ever works on your own website. There is no advertising network behind it and no profile being built.
We do not sell or share your data
Your figures are yours. We do not pool them, resell them or hand them to anyone else.
We do not pretend a small number is a big one
Where there is not enough data yet to draw a conclusion, the dashboard says so.
EB Analytics FAQs
Common questions about cost, page speed, cookie consent, how it sits alongside Google Analytics and how long before the numbers mean anything.
Yes, for the tracking and the dashboard. We built it for our own clients and it costs us very little to run, so we would rather more businesses had access to honest numbers. If you later want us to act on what it shows, that is where we would quote you for work, and you are under no obligation.
No. The script loads asynchronously, which means the page finishes rendering without waiting for it. It is a fraction of the size of most marketing tags already on a typical business website.
EB Analytics stores one first-party identifier on the visitor’s device so it can tell a returning visitor from a new one. Under UK rules that generally means analytics like this should sit behind consent, the same as Google Analytics. If you already have a cookie banner or consent tool, we will show you how to connect it so tracking only runs once a visitor agrees. If you do not have one, we will talk you through the options.
It does not have to. Most of our clients run both: GA4 for traffic and audience detail, EB Analytics for the enquiry question. They can sit side by side without interfering with each other.
Any website you can add a line of code to. WordPress, Shopify, Wix, Squarespace, a custom build, it makes no difference. Contact forms from the common form plugins are picked up automatically, and we can add anything unusual by hand.
Individual enquiries show up immediately. Anything that compares one period to another needs roughly a month of data before the comparison is worth reading, and the dashboard will tell you when it is not there yet.
Only if you would like us to install it for you. Otherwise we send you the line of code and you or your developer add it. It takes a couple of minutes.
Find out what is actually working.
We are a Poole-based team that has been helping businesses win online since 2010, honest advice and a clear quote, no pressure.
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