How Campaign Conversion & Revenue Are Calculated
Your campaign metrics are designed to reflect the real revenue your marketing earned, not theoretical or potential revenue. This article explains how conversion, revenue, and the newer "upcoming" metrics are measured so you can trust the numbers you see on your campaigns.
🚀 What's new: We recently refined how attribution is calculated so your reported numbers line up with the revenue that actually lands in your business. You may notice your historical revenue and conversion figures look different than before — that's expected, and it means the numbers are now more accurate.
The Metrics You'll See
Delivery & engagement
Delivery rate: The percentage of messages successfully delivered.
Open rate (email only): The percentage of delivered emails that were opened.
Email spam rate (email only): The percentage of emails marked as spam.
Business impact
Conversion rate: The percentage of customers in this campaign who booked a completed job within 30 days of receiving the message, where this was their last campaign touchpoint.
Revenue generated: Total revenue from completed jobs booked within 30 days of send, attributed to this campaign.
Revenue per customer: Average revenue earned per customer from those completed jobs.
Upcoming jobs: The number of jobs scheduled for a future date that were booked within 30 days of send.
Upcoming job revenue: The expected revenue from those scheduled-but-not-yet-completed jobs.
How Attribution Works
We count completed jobs only
Revenue and conversion are based on jobs that were actually completed, not jobs that were booked and later cancelled or never finished. This keeps your reported revenue tied to money you truly earned. Jobs that are still scheduled for the future appear separately under Upcoming jobs and Upcoming job revenue.
Each job is credited to one campaign (last-touch)
If a customer received more than one campaign before booking, the resulting
job is credited to the most recent campaign that reached them within the 30-day window. This prevents the same revenue from being counted multiple times across different campaigns.
We use a 30-day window
A job counts toward a campaign only if it was created within 30 days after the customer received that campaign, and the job must be created after the send date.
Recurring revenue is handled fairly
Revenue from recurring services that were already on your books before the
campaign was sent is not attributed to the campaign — that revenue wasn't
driven by the campaign. However, the first job of a new recurring series
does count if it was booked within the 30-day window.
Imported and back-dated jobs are excluded
Jobs you import from another system and jobs whose scheduled or completed
date is before the job was created are not counted toward campaign
metrics. This keeps imported history from inflating your results.
Frequently Asked Questions
Why did my revenue numbers change?
We updated how attribution is calculated to count only completed jobs, credit each job to a single campaign, and exclude pre-existing recurring revenue and imported jobs. As a result, your numbers now reflect real earned revenue and may differ from what you saw previously.
What's the difference between "Revenue generated" and "Upcoming job revenue"?
Revenue generated is from jobs that have been completed. Upcoming job revenue is from jobs that are scheduled for a future date but not yet completed — think of it as your campaign's pipeline.
A customer booked after my campaign, but I don't see them counted. Why?
A few things can cause this: the job was booked more than 30 days after the message was received, the job hasn't been completed yet (it would show under
Upcoming jobs), the customer was more recently touched by another campaign
(last-touch attribution), or the revenue is from a recurring service that pre-dates the campaign.
Questions about your campaign reporting? Reach out to our support team — we're happy to help!
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.