Referral tracking is a consistent record of where each enquiry came from, which partner sent it, whether you won the job and what it was worth. Without it you are guessing, and owners nearly always guess in favour of the partner they like best.
We set up the fields, the questions your team asks on every call and a quarterly scorecard that turns the record into decisions.
What we track, and why each field matters
Every referred enquiry gets six fields. Fewer and you can't make decisions; more and nobody fills them in.
| Field | Example entry | Why it matters |
|---|---|---|
| Date received | 2026-10-14 | Shows seasonality and response speed |
| Source type | Partner, past customer, staff, other | Separates partner work from general word of mouth |
| Partner code | [PARTNER-CODE] | Ties the enquiry to one relationship |
| Contacted within agreed time | Yes or no | Checks your side of the agreement |
| Outcome | Won, lost, pending | The conversion rate per partner |
| Job value | $2,850 | The money each relationship brings in |
If you already keep customer records in a system, we add these as fields there. If you need help choosing or setting up that system, our sister site Burnaby.Digital focuses on exactly that.
The quarterly partner scorecard
Each quarter we turn the record into one table per partner:
- enquiries received
- jobs won and win rate
- total and average job value
- average time to first contact
- referrals you sent them in return
- any fee or thank-you paid
A worked example. Partner A sent 9 enquiries in a quarter, you won 6, and the average job was $2,400, so $14,400 in revenue. Partner B sent 14 enquiries, you won 3, average $1,100, so $3,300. Partner B feels busier, but Partner A is worth more than four times as much. The scorecard makes that obvious, and it often changes where owners spend their goodwill.
The two-line script for whoever answers the phone
Tracking fails most often at the first moment of contact. Whoever answers calls, texts or emails needs the same two questions, asked the same way:
- "Did someone recommend us, or did you find us another way?"
- If recommended: "Who should we thank?"
The second question matters. It feels warm to the customer, and it gives you the partner's name in the customer's own words, which you then match to a partner code.
Who this is for
Tracking suits any business with more than one referral source. It is most valuable when you pay a fee or thank-you, because then you need to know what each referred job costs you. It also helps when you are thinking about selling the business one day, since a buyer will want to see where the work comes from.
What is included and the timeline
- Week one: a review of how enquiries arrive now (calls, texts, emails, walk-ins) and who answers them.
- Week two: fields added to your system or spreadsheet, partner codes issued, and a two-line script for staff.
- Weeks three to twelve: we check the record monthly and fix gaps, such as a team member who skips the source question.
- End of quarter one: the first scorecard and a review call.
How results are measured
The first measure is completeness: what share of enquiries have a recorded source. Aim for at least eight in ten within two months. After that, the scorecard itself is the measure, together with the trend in referred job share from your partner mapping baseline.
Mistakes to avoid
- Asking the question differently each time. "How did you hear about us?" invites "Google" even when a partner sent them there. Ask "Did someone recommend us?" first.
- Tracking enquiries but not outcomes. Volume without win rate and job value is misleading.
- Paying fees from memory. If a thank-you is owed, pay it from the record, so both sides trust the numbers.
- Never acting on the scorecard. If a partner has sent nothing in two quarters, have a friendly conversation or end the arrangement as your written terms allow.
Plan costs are on the pricing page.
Frequently asked questions
Do I need new software?
Usually not. A spreadsheet works for a small business, and most job management or customer record systems already have a field you can use for source. We set up what fits your current tools.
What if customers forget who referred them?
Many do, which is why we give each partner a short code or name to mention, and ask the question the same way on every call. Some sources will still go unrecorded; the goal is most, not all.
Should partners see their scorecard?
Sharing a simple version, such as enquiries received and jobs won, often strengthens the relationship. Keep job values and margins private unless both sides agree.
How soon will the numbers mean anything?
Give it at least one full quarter. Referral volume is lumpy, and a single month tells you very little.