The problem
Lead counts are not results. Without tracking from click to booked job, every vendor can claim the same customer.
What we do
We instrument the whole path and report in the only language that matters: jobs, revenue, and cost per customer.
How it runs
- 01
Tracking and call attribution setup
- 02
CRM and pipeline alignment
- 03
Channel-level cost per job
- 04
Owner dashboard, one screen
- 05
Monthly read-out in plain language
Tracked
Click → call → estimate → job
Reporting
One owner dashboard
Primary metric
Revenue per marketing dollar
Lead counts are not results. Until a click is connected to a booked job, every vendor in your stack can claim the same customer, and all of them will.
Analytics for a home improvement company is not a dashboard project. It is a definitions project: what counts as an inquiry, when an opportunity is qualified, when an estimate is delivered, and which job in the CRM closes the loop.
Once the definitions hold, the reporting collapses to one screen an owner can read in ninety seconds — and every marketing argument gets shorter.
You probably need this if…
- Platform-reported leads are triple the CRM's count
- Phone calls are untracked or tracked with one number
- Nobody agrees on what 'qualified' means
- Reporting arrives as a PDF nobody opens
- Revenue cannot be traced back to a channel
- Decisions get made on the loudest anecdote from last week
Measurement plan
Written definitions for every stage from click to cash, agreed by marketing, sales and operations before anything is built.
Tracking implementation
Analytics, server-side events where it matters, dynamic call tracking by source, form and chat events, and UTM discipline across every vendor.
CRM alignment
Pipeline stages that mirror reality, source fields that survive contact with the sales team, and job value written back to the record.
Owner dashboard
One screen: inquiries, qualified opportunities, estimates, jobs, average job value, spend, and cost per booked job — with trend, not just this month.
Channel contribution view
Cost per booked job by channel with an honest treatment of assisted conversions, so retargeting and organic are neither over- nor under-credited.
Monthly read-out
A plain-language review of what changed, what it cost, what we are doing about it, and what we need from your team.
- DefinitionsWeek 1
Stage definitions agreed and documented across departments.
- ImplementWeeks 2–3
Tracking, call attribution and CRM fields deployed and QA'd against test jobs.
- DashboardWeek 4
Owner dashboard live with historical backfill where data allows.
- OperateMonthly
Read-out, data hygiene check, and decisions logged against numbers.
Instead of
Trusting platform-reported conversions
Do this
Reconciling to CRM jobs every month
Instead of
Last-click attribution as the only view
Do this
Last click plus assisted plus common-sense holdouts
Instead of
Thirty-metric dashboards
Do this
Seven numbers on one screen, with drill-downs behind them
Instead of
Tracking installed after launch
Do this
Tracking specified before the first page is designed
How we judge it
- Reconciliation gap between platform and CRM
- Percentage of jobs with a known source
- Cost per booked job by channel and service line
- Revenue per marketing dollar, trailing 90 days
- Time from month end to read-out
- Which CRM do you work with?
- Whichever one your team already uses. The value is in stage definitions and source integrity, and those transfer across every major contractor CRM.
- Is call tracking going to hurt our local search?
- Not when it is implemented correctly with dynamic number insertion and a consistent primary number on the Business Profile and directories.
- How much of this can our team run?
- Most of it, after setup. The dashboard and definitions are yours; we keep the monthly reconciliation honest and flag the drift.