Data-driven marketing decisions require tracking the right metrics. Here are the key performance indicators every roofing company should monitor.
Lead Volume: How many new leads does each channel generate monthly? Track by source (organic, PPC, referral, social, direct mail) to understand channel performance.
Cost Per Lead: How much does it cost to generate a lead from each channel? This is your primary efficiency metric. Divide channel spend by leads generated.
Lead-to-Close Rate: What percentage of leads become paying customers? Track by channel to identify which sources produce the highest-quality leads.
Cost Per Acquisition: The total marketing cost to acquire a new customer. Divide total marketing spend by new customers acquired. This is your true ROI metric.
Customer Lifetime Value: The total revenue a typical customer generates over their relationship with your company. Include repeat business and referrals.
Website Traffic: Total visitors, by source, device, and page. Track trends over time to measure the impact of SEO and content marketing.
Conversion Rate: Percentage of website visitors who take a desired action — call, form submission, chat. Benchmark and optimize continuously.
Google Business Profile Insights: Profile views, direction requests, phone calls, and photo views. These metrics measure your local search visibility.
Review Volume and Rating: Track total reviews, average rating, and review velocity on Google and other platforms.
Return on Ad Spend: Revenue generated divided by ad spend for paid channels. A minimum 5:1 ROAS is a good target for roofing companies.
Set up monthly reporting dashboards in Google Analytics, your CRM, or a dedicated reporting tool. Review metrics monthly and adjust strategy based on data.