For example, the HVAC School website analytics consistently show that A2L training is among our most highly sought-after content. At least one A2L-related tech tip consistently ranks in our site’s top 10 most-visited pages on any given week.

If web traffic was the most important thing to us, we may as well go all in and change our name to A2L School. But getting clicks by itself is not what we set out to do.

We aim to share field-applicable training about several aspects of the HVACR trade. That is our “what.” The results of that goal aren’t tangible since HVAC School is a free source, but we still focus on making our content have the highest reach possible.

However, we’ve put that into practice on our YouTube channel with successful results. When explaining scientific concepts and detailed service procedures, we’ve noticed that our 3D videos outperform our other content regarding views and likes.

Those analytics tell us that people love these videos (or maybe they’re more likely to share them with apprentices), and more people find them helpful.

After we saw that this new video format made a positive difference for our audience and our overall reach, we started creating more 3D videos to show detailed installation and service procedures.

What About Me, a High-Performance HVAC Contractor?

Just as zeroing in on A2L training isn’t HVAC School’s “what,” the $59 duct cleaning special isn’t your company’s “what.” Will an email advertisement for that $59 duct cleaning get more clicks? Probably, but clicks aren’t the most important thing.

You’re offering advanced diagnostics—and possibly some radical design solutions—to help homeowners. Your work helps them address why their HVAC equipment is reaching only about half its potential. Focus on that messaging, but pay attention to the content delivery to attract customers willing to pay for your services.

Do your customers click on links to your company’s request for service form through Facebook posts with before-and-after photos?
Do you have videos of technicians performing tests in the field or of senior techs explaining the science behind the service? That’s the information you can get from analytics, and you can embrace it to drive your online messaging.

If the analytics show that customers in your market like time-lapse videos of jobs well done more than other content, and leads to an uptick in request forms being filled out, then you’ll know to share more of those time-lapses on your social media!

However, if your newsletter subscribers aren’t opening emails with a lot of text, you know to change to something more digestible or visual.

If You Don’t Measure …

Just as it can be a bit overwhelming to think about all the readings you need to take as an HVAC technician, all the numbers involved in marketing analytics can be daunting at first. Clicks, views, visitors—it really can be overwhelming. You may collect data analytics from several sources simultaneously: your website, mailing list, and social media.

But just like when you start testing for static pressure more often, looking at your marketing analytics will help you start seeing trends. By the way, just as Bluetooth-compatible HVAC measurement apps hint at whether your readings are high or low, many analytics platforms will show you increases and decreases in the strength of your marketing efforts over time.

Once you get familiar with your numbers and understand what they’re trying to tell you, you can see them as valuable indicators for your marketing strategy.

As with anything we measure in the field, the idea is to convert numbers into insights that help determine the next step.
You can get them from various sources, each with different pricing and options, but they can help you pin down what’s grabbing your audience’s attention so you can generate more leads and share your solutions with more customers.

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Emily Gutowski is the technical writer and content editor for HVAC School (founded by Bryan Orr), in Clermont, FL. She has occupied this role since 2020, the same year she graduated from the University of Florida with her Bachelor of Arts in English, and a minor in mass communication. Emily can be reached at ncilink.com/ContactMe.