Overview
The ROI Table in your Marketing Dashboard connects your marketing spend to real business outcomes — new customers, jobs, and revenue — broken down by customer lead source. This gives you a clear picture of which channels are actually paying off.
To get there: Marketing > Dashboard.
Understanding the ROI Table
Each row in the table represents one of your lead sources (Google, Thumbtack, Angi, referrals, etc.). The columns show what that channel produced during the selected time period.
Default Columns
Column | What it shows |
Lead Source | The lead sources for new customers created. Includes a "No lead source" row for unattributed jobs. |
Marketing Spend | The spend amount you entered for this lead source in the date range. |
New Customers | New customers created in the date range attributed to this lead source. |
New Estimates | Count of estimates from new customers created in the date range. |
New Jobs | Count of jobs from new customers created in the date range. |
Jobs Scheduled | Count of jobs from new customers that have been scheduled. |
Average Job Size | Job revenue divided by the number of new jobs. |
Job Revenue | Total invoiced amount for jobs in the date range. |
Amount Paid | Payments collected on those jobs. |
ROI | Job Revenue divided by Marketing Spend, shown as a multiplier (e.g., "7x"). Shows "--" if no spend has been entered. |
📌 Note: ROI shows as "--" until you add marketing spend for that lead source.
Additional columns (optional)
You can add more columns by clicking the column settings icon. These are hidden by default but available to turn on:
New Estimates, Estimates Scheduled, Cost per Estimate, % Estimates Scheduled
Estimates Won / Lost, % Estimates Won / Lost, Estimate Close Rate
Cost per Job, Cost per Scheduled Job, % Jobs Scheduled
Jobs Completed, Estimates Won Amount
Summary cards
At the top of the table, three cards give you a quick snapshot for the selected date range:
Marketing Spend: total spend entered across all lead sources
Revenue: total job revenue across all lead sources
ROI: overall return on your marketing investment (shown as a multiplier)
Each card shows a trend percentage comparing your current period to the same prior period — for example, last month vs. the month before. Trend arrows won't show for incomplete periods like month-to-date.
Adding marketing spend
Your ROI can only be calculated once you enter what you're spending on each lead source. You can add spending manually for any lead source, by month.
To add spend:
Find the lead source row in the table.
Click Add spend to unlock ROI in the Return on Investment or the pencil icon on the Marketing spend summary cards.
In the modal, find the Lead Source, select the Month, and enter the Amount.
Click Save. The ROI column will recalculate.
You can go back and edit or delete previously entered spend at any time, including historical months.
📌 Note: Spend is entered at monthly granularity. Bulk import for spend across multiple lead sources and months is coming in a future update.
Customizing your columns
To show or hide columns, click the column settings icon on the right side of the table header. Check or uncheck the columns you want. Your preferences are saved for your account.
Drilling into a lead source
Click any row in the table to see the customers attributed to that lead source for the selected period. From there, you can inspect the underlying data or make corrections if something looks off.
How ROI is calculated
Attribution model
The dashboard attributes each job or estimate to a lead source based on the lead source field for the customer, not on the job or estimate level.
Why ROI takes time to show up
There's a natural lag between when you spend money on marketing and when that revenue comes in. Here's a typical flow:
When | What Happens |
Month 1 | You spend $500 on Google Ads. Spend shows, but no jobs yet. ROI shows "--". |
Months 1-2 | Leads come in, and estimates are created. Estimate count goes up. |
Months 2-3 | Some estimates convert to jobs. Job count and revenue start appearing. |
Months 3-4 | The customer pays the invoice. Amount Paid and ROI become meaningful. |
This is why longer date ranges tend to show more accurate ROI. A "Year to date" or "Last 6 months" view captures most of the marketing spend-to-payment cycle. A single-month view will often look incomplete for slower channels.
Cohort-based ROI (not cash basis)
The dashboard uses cohort-based attribution — it follows a specific time window of spend forward to see what revenue that cohort eventually produces. This is different from a cash basis view (comparing spend and revenue in the same month).
Think of it like this: cohort-based attribution asks "did my January marketing dollars pay off?" rather than "how much did I spend and earn in January?" It's more accurate but takes more time to show the full picture. If you want cash-in / cash-out reporting, your accounting software is the right tool.
FAQs
Why does my ROI show "--"?
You haven't entered marketing spend for that lead source yet. Click the pencil icon to add it.
What if a lead source has no jobs or revenue?
It will still appear in the table with zeros. You can still add spend — the ROI column will show "--" until revenue comes in.
Can I add marketing spend for past months?
Yes. You can enter or edit marketing spend for past months by changing the date range.
What counts as a "new customer"?
New customers are counted by their creation date within the selected date range, grouped by their lead source.
Can I export this data?
Export is not available in this version. It's on the roadmap for a future release.
What lead sources appear in the table?
Only active lead sources are shown. If you've removed a lead source, it won't appear. Customers with no lead source are grouped in the "No lead source" row.
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.