Lead Source ROI

Lead Source ROI tracking shows you which marketing channels bring in the best leads. Use this data to spend more on what works and cut what does not.

Lead Source Performance Table

The table shows one row per lead source with these columns:

Click any column header to sort. Sort by Revenue to see your highest-earning sources. Sort by Win Rate to see which sources produce the most receptive customers.

Reading the Data

Not all lead sources are equal. A source with many leads but a low win rate costs you time. A source with fewer leads but a high win rate and large average deal size may be your best investment.

Here is how to evaluate each source:

• High leads, high win rate, high revenue — Your best source. Invest more here.
• High leads, low win rate — You are getting volume but not quality. The leads may not be a good fit, or your follow-up for this source may need work.
• Low leads, high win rate — A quality source that you are underusing. Consider increasing your spend or visibility on this channel.
• Low leads, low win rate — A poor performer. Consider reducing or eliminating spend.

Optimizing Marketing Spend

Use the table to make concrete decisions:

1. Rank sources by revenue. Your top three sources should get the majority of your marketing budget.
2. Check win rates. If a high-spend source has a win rate below your average, investigate why. Are the leads outside your service area? Are they price-shopping?
3. Look at average deal size. Some sources produce smaller residential jobs. Others produce larger commercial contracts. Align your budget with the deal sizes you want.
4. Track trends over time. A source that performed well last year may be declining. Check the data quarterly.

Setting Up Lead Sources

For this data to be accurate, every lead needs a source. When creating a lead, select the source from the dropdown. See Managing Leads for details on creating leads.

If leads come in through integrations (Angi, website forms, or Workiz), the source is tagged automatically.

Tips

• Referrals almost always win. Referral leads typically have the highest win rate and lowest cost. Build a referral program and track it here.
• Do not judge a source on one month. Use at least three months of data before making budget decisions.
• Pair with campaign data. If you run marketing campaigns through a specific channel, cross-reference campaign performance with lead source ROI. See Marketing Campaigns.