Measurement and attribution connect a home services business’s marketing to the calls, booked jobs and revenue it produces, so the budget goes to what’s actually working.
Booked-Job Attribution for Home Services Businesses
Booked-job attribution credits each booked job to the marketing that produced it. Here's what counts as a booked job, how credit is assigned when more than one channel helped, and how owners use the results.
Read more →Call Tracking for Home Services Businesses
Call tracking shows which marketing makes the phone ring. Here's how it works, what it can and can't attribute, and how we separate qualified calls from everything else.
Read more →Cost per Booked Job for Home Services Businesses
Cost per booked job shows what it costs to put work on the schedule, by channel. It comes down to two levers: what each lead costs and how many of those leads book.
Read more →Cost per Lead for Home Services Businesses
Cost per lead shows what a channel pays, on average, for each call or contact form. We treat it as an early signal and read it alongside the work those leads produce.
Read more →CRM Attribution for Home Services Businesses
CRM attribution keeps each lead's marketing source attached from the first call to the booked job and every job after it. Here's where the source gets lost, how to keep it, and when integration is worth paying for.
Read more →Customer Acquisition Cost for Home Services Businesses
Customer acquisition cost is what it really costs to win a new customer, counting every marketing and sales expense. We explain what belongs in it and the marketing side we report.
Read more →Form Tracking for Home Services Businesses
Form tracking connects each contact form to the marketing that produced it and checks that it reaches the business. Here's how it works, where leads go missing, and how we separate real inquiries from spam.
Read more →Lead Tracking for Home Services Businesses
Lead tracking records every call, form and chat, where it came from and what happened to it. Here's what a complete setup captures, where leads go missing, and how we connect them to booked jobs.
Read more →Marketing Return on Investment for Home Services Businesses
Marketing return on investment shows whether marketing made the business money, after job costs and every marketing cost. It's the most complete measure, and the one that depends most on the business's own figures.
Read more →Return on Ad Spend for Home Services Businesses
Return on ad spend shows how much revenue each advertising dollar brings in. It's one way to evaluate advertising, and it's most useful when it's verified and read alongside the cost of doing the work.
Read more →Revenue Attribution for Home Services Businesses
Revenue attribution connects the money each job brings in to the marketing source that produced it. We take it a step further, to what the business keeps after costs, so channels are evaluated on value, not volume.
Read more →How we measure marketing
We measure marketing by booked jobs and what each one costs, not by clicks or lead counts. Where a client’s systems allow, we record where each customer first found the business and keep that record, so we can see which channels bring in the most work over time.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.