How do I see which marketing actually produces jobs?
Short answer
Report booked jobs and revenue by source rather than leads by source, and put spend next to it. The channel with the most inquiries is often not the one paying the bills, and you cannot tell them apart until revenue is in the same table.
Before you start
- Source captured on every contact.
- Job values recorded on wins.
- Monthly spend per channel.
- A consistent source naming list.
Step by step
- 1
Report jobs, not leads
Booked jobs and revenue by source, side by side with lead counts.
Lead volume and revenue often rank sources in opposite orders.
- 2
Add close rate per source
Some channels send tire-kickers and some send buyers.
Close rate explains why a cheap source can be expensive.
- 3
Put spend in the same view
Cost per booked job per channel, updated monthly.
Revenue without cost is only half the decision.
- 4
Separate paid from earned
Referrals and repeat work should be reported apart from advertising.
Mixing them makes your paid channels look better than they are.
- 5
Judge over a full cycle
Use a window long enough for your sales cycle before drawing conclusions.
Long-cycle work looks like a failure at two weeks.
- 6
Reallocate quarterly
Move budget toward what produces profitable jobs and stop the rest.
Reporting that never changes the budget is a hobby.
What good looks like
- You know which channels pay for themselves.
- Referral revenue is visible and credited.
- Spend follows profitable work.
- Weak channels get cut with evidence.
Common mistakes
The ways this goes wrong in insights, and what to do instead.
Counting leads as results›
The noisiest channel wins the credit and the budget.
Do this instead: Report booked jobs and revenue per source alongside spend.
Unknown sources everywhere›
A third of your revenue is unattributed and decisions become guesses.
Do this instead: Capture source on every intake path and audit unknowns monthly.
Judging too early›
A channel gets cut before its sales cycle has finished.
Do this instead: Evaluate over a window that matches how long your jobs take to close.
Frequently asked
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