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I just re-read your post and this also caught my eye.

This is a big thing I've been considering - should I add a separate tracking code to the mobile sites?


The other issue therein is that most of our mobile sites have functional forms for inventory, but we don't have service forms.

Do you know if a high % of your mobile leads are service related? I guess that would make a bunch of sense if it was easy for customers to book their service from their phone.