ACWORTH, Georgia — HVAC contractor websites show significant gaps in advertising measurement, according to a new analysis of 1,000 U.S. home services contractor websites from Superior Marketing.

The August 2026 scan included 250 websites each from HVAC, plumbing, electrical, and roofing contractors. It found that 29% of all contractor websites had no analytics installed.

Among HVAC contractors, 78% of websites had analytics, while 22% had no analytics at all. Only 35% had at least one advertising measurement signal, such as a Google Ads conversion tag, Meta pixel, or call-tracking technology.

Overall, 33% of HVAC websites were considered “measurement-ready.” Superior Marketing defined that group as websites with analytics plus at least one signal indicating that advertising results were being measured.

The study also identified a gap between digital advertising measurement and phone-based leads. Across all trades, 14% of websites had a Google Ads conversion tag and 14% had call tracking. Among websites with a Google Ads conversion tag, only 26% also had call tracking.

The study found that 10% of all contractor websites still carried the discontinued Universal Analytics tag. Universal Analytics stopped collecting data in July 2023. For 5% of all sites, that obsolete tag was the only analytics implementation detected.

Superior Marketing's findings broadly align with research commissioned by Scorpion in February 2026. That research found that 67% of home services leaders could not connect marketing spending directly to revenue.

The scan also found differences in measurement adoption across trades. Roofing had the highest percentage of websites with analytics at 77%, followed by HVAC at 78%, plumbing at 71% and electrical at 58%. HVAC ranked second in the percentage of websites with any advertising measurement, at 35%, behind roofing at 40%.

Field-management platforms also appeared on 13% of the contractor websites scanned. Those platforms included ServiceTitan, Housecall Pro, Jobber, JobNimbus, and AccuLynx.

Superior Marketing said the findings indicate that contractor businesses may have revenue data available through their field-management systems without connecting that information to advertising platforms.

The study was based on public homepages from U.S. home services contractor websites. Researchers collected 250 clean scans in each of four trades, for a total of 1,000 websites. Each website was evaluated for analytics installations, advertising platform tags, call-tracking vendors, consent tools, and platform signals visible in its public HTML.

Superior Marketing said the results represent conservative lower bounds because some tags installed after page load are not visible through this method. The company plans to refresh the study annually.