Overview
Track which lead sources generate customers, jobs, and revenue so you can make better decisions about your marketing budget.
To open the ROI Table, go to Marketing > Dashboard.
Configure your ROI Table
Before reviewing your results, choose what you want to attribute and how you want to measure earnings.
Show lead sources on
Show lead sources on
This setting determines which records and lead-source fields the table uses.
New customers
New customers
Use this view to answer:
Which marketing sources acquired new customers?
This is the default view.
Uses the lead source saved on the customer record.
Groups customers created during the selected date range by their customer lead source.
Includes the jobs, estimates, and revenue associated with those customers.
Best for measuring marketing attribution for customer acquisition.
If the customer lead-source field is blank, the customer’s results appear under No lead source.
New jobs, estimates, and leads
New jobs, estimates, and leads
Use this view to answer:
Which marketing sources generated each new opportunity?
Uses the lead source saved on each job, estimate, or lead.
Includes activity from new and existing customers.
Best for measuring marketing attribution on repeat customers through reactivation and win-back campaigns.
If a job, estimate, or lead does not have a lead source, its results appear under No lead source.
Changing this setting does not redistribute records from one lead source to another. It changes which record and lead-source field the table reads.
Show earnings as
Show earnings as
Choose which earnings metric the table uses:
Job revenue: Uses job revenue minus discount, taxes, and tips
Amount paid: Uses payments collected on the attributed jobs.
This selection also changes the earnings value used to calculate ROI and ROAS.
Which configuration should I use?
If you want to measure… | Select |
Marketing attribution for customer acquisition | New customers |
The source of every job, estimate, or lead | New jobs, estimates, and leads |
Invoiced revenue | Job revenue |
Cash collected | Amount paid |
If you frequently market to existing customers, use New jobs, estimates, and leads and consistently complete the lead-source field on each job and estimate.
Understanding the ROI Table
Each row represents a lead source, such as Google, Thumbtack, Angi, or referrals. The columns show the results attributed to that source.
The records included in each row depend on your Show lead sources on configuration.
Default Columns
Column | What it shows |
Lead Source | The lead sources for new customers or jobs, estimates, and leads based on your configuration. |
Marketing Spend | The spend entered for that lead source and date range. |
New Customers | New customers attributed to the lead source. |
New Estimates | New estimates attributed to the lead source. |
New Jobs | New jobs attributed to the lead source. |
Jobs Scheduled | Attributed jobs that have been scheduled. |
Average Job Size | Attributed job revenue divided by the number of new jobs. |
Job Revenue | Total invoiced amount from attributed jobs. |
Amount Paid | Payments collected on attributed jobs. |
ROI | Selected earnings minus marketing spend, divided by marketing spend. |
ROAS | Selected earnings divided by marketing spend. |
ROI and ROAS show “--” when no marketing spend has been entered for that lead source.
Additional columns
Select the column-settings icon to show or hide additional metrics, such as:
Estimates scheduled
Cost per estimate
Estimate scheduling rate
Estimates won or lost
Estimate close rate
Cost per job
Cost per scheduled job
Jobs completed
Estimates won amount
Understanding “No lead source”
The No lead source row contains records where the lead-source field used by the current configuration is blank.
For example:
In the New customers view, a customer with no customer lead source appears under No lead source, even if their jobs have job lead sources.
In the New jobs, estimates, and leads view, a job without a job lead source appears under No lead source, even if the customer has a customer lead source.
A large No lead source total usually means the applicable lead-source field was not completed.
For more complete reporting, make entering the appropriate lead source part of your customer, job, and estimate workflows.
Summary cards
The cards above the table summarize results for the selected date range:
Marketing Spend: Total spend entered across the displayed lead sources.
Earnings: Total job revenue or amount paid, depending on your Show earnings as selection.
ROI: Your selected earnings minus total marketing spend, divided by total marketing spend.
ROAS: Your selected earnings divided by total marketing spend.
Each card compares the selected period with the equivalent previous period.
Add marketing spend
ROI and ROAS can only be calculated after you enter your spending for each lead source.
To add spend manually:
Find the lead source in the ROI Table.
Select Add spend or the pencil icon on the Marketing Spend card.
Select the lead source and month.
Enter the amount.
Select Save.
You can edit or delete previously entered spend, including spend from past months.
Marketing spend is recorded by month. You can also use the in-product bulk import to add spending across multiple lead sources and months.
How ROI and ROAS are calculated
ROI measures your profit relative to your marketing investment.
ROI = (Selected earnings − Marketing spend) ÷ Marketing spend
ROAS measures the earnings generated for each dollar of marketing spend.
ROAS = Selected earnings ÷ Marketing spend
Selected earnings means Job revenue or Amount paid, depending on your Show earnings as configuration.
For example, if a source produced $3,500 in selected earnings from $500 in marketing spend:
ROI = ($3,500 − $500) ÷ $500 = 6, or 600%
ROAS = $3,500 ÷ $500 = 7x
Attribution and timing
Marketing results often take time to appear. A customer may become a lead in one month, schedule an estimate later, and pay for the completed job several months after that.
When | What happens |
Month 1 | You enter marketing spend. ROI and ROAS may show no return yet. |
Months 1–2 | Leads arrive, and estimates are created. |
Months 2–3 | Some estimates convert to jobs and revenue begins to appear. |
Months 3–4 | Customers pay invoices, and Amount paid becomes more complete. |
The New customers view follows customers acquired during the selected period and includes the outcomes associated with that customer cohort.
This answers:
Did the marketing that acquired these customers eventually generate revenue?
Longer date ranges can provide a more complete view for marketing sources with longer sales or payment cycles.
The New jobs, estimates, and leads view answers a different question. It attributes each opportunity using the lead source saved on that job, estimate, or lead, including work from existing customers.
Why totals may differ from other reports
The ROI Table may not exactly match another Housecall Pro report when the two reports use different:
Lead-source fields
Customer or job cohorts
Date definitions
Job statuses
Revenue or payment metrics
Filters
Before comparing reports, confirm that they use the same date range, attribution configuration, earnings selection, and job statuses.
Why the ROI Table may differ from the Job Revenue Earned report
The reports answer different questions and use different date logic. Even with the same date range and lead source, they may include different jobs
Comparison | Marketing ROI Table | Job Revenue Earned Report |
Jobs included | Jobs created during the selected date range that are marked complete. | Jobs completed during the selected date range. |
Date question | Which jobs originated in this period and reached completion? | Which jobs were completed in this period? |
Best used for | Full-funnel marketing outcomes from jobs originating in the period. | Revenue and completed work recorded during the period. |
Because each report can include a different set of jobs, their Jobs Completed counts and Job Revenue totals may differ.
Example: An ROI Table count of 9 for July means 9 jobs created in July that are now completed. A Job Revenue count of 10 means 10 jobs were completed in July, regardless of when they were created.
Use the Marketing ROI Table to understand full-funnel marketing outcomes from jobs originating in a period. Use the Job Revenue Earned report to understand work completed during a period.
Frequently asked questions
Why do ROI or ROAS show “--”?
No marketing spend has been entered for that lead source and period. Add spending to calculate ROI and ROAS
Why is so much revenue under “No lead source”?
The lead-source field used by your current configuration is blank on those records.
Switching configurations may change the value because the customer and job or estimate views read different lead-source fields.
Which lead-source field should I prioritize?
It depends on what you want to measure:
Complete the customer lead source to measure marketing attribution for customer acquisition.
Complete the job and estimate lead sources to measure the source of every opportunity, including repeat-customer work.
Businesses that actively market to existing customers should prioritize completing job and estimate lead sources.
Can I add marketing spend for past months?
Yes. Select the appropriate month when adding or editing spend.
Can I import marketing spend?
Yes. Use the bulk-import option to add spend across multiple lead sources and months.
Can I export the ROI Table?
Yes. Use the export option in the ROI Table to download the data.
What lead sources appear in the table?
Active lead sources appear in the table. Records without the applicable lead source are grouped under No lead source.
Need help or have questions?
We're here for you! Chat with Support using the Blue Chat Bubble in your Housecall Pro account, or give us a call at (858) 842-5746.