Focus on outcomes, not vanity metrics. The goal: more booked jobs at lower cost.
Same arithmetic Work with Nef uses for Full Acquisition Machine booked-job reporting — calendar-confirmed jobs with address + source tag, not leads or quotes sent.
At a Glance
- Primary KPI: Cost per booked job (spend ÷ booked jobs) — not CPL alone
- Review cadence: Monday Lead-to-Close huddle + Sunday metrics pass
- Minimum stack: Leads by source, CPL, close rate, response time, review velocity
- Tools on this site: Simulator below · ROI calculators · Leak score
- Red flag: Any paid source with CPL up 20%+ week-over-week without more bookings
Lead-to-Close KPIs (Monday Huddle)
These four numbers come from the Lead-to-Close hub — log weekly, compare to prior week:
| KPI | Formula / target | Ties to |
|---|---|---|
| Median response time | Lead received → first human contact; <5 min on LSA/paid | System 05 · Speed-to-lead · Scripts |
| Quote-to-book rate | Booked jobs ÷ quotes sent; improve 5–15 pts in 30 days | Follow-Up |
| Written-quote % | In-person estimates with written/email quote same day; 100% | On-Site Close |
| Review velocity | New Google reviews this week; 3–5 once system runs | Reviews |
One KPI red → fix the matching playbook that week before raising ad budget.
Core Metrics to Track Weekly
| Metric | Why It Matters | Target (Typical) | How to Measure |
|---|---|---|---|
| Leads by Source | See what channels actually deliver | — | CRM or spreadsheet by source |
| Cost Per Lead (CPL) | Basic efficiency | $15–$80 (varies by trade) | Spend ÷ Leads |
| Cost Per Booked Job | The only metric that matters | <$100–$250 by trade | Spend ÷ Booked Jobs |
| Lead Response Time | <5 min = 3–10x higher close rate | <5 minutes on paid | Timestamps in CRM |
| Close Rate by Source | Quality vs quantity | 20–40%+ | Booked ÷ Leads per source |
| Review Velocity | Fuels GBP + SEO + trust | 3–5 per week | New reviews / week |
| Revenue Per Lead | True value of a lead | $200–$500+ | Total revenue ÷ Leads |
Pro tip: Use a simple Google Sheet or Jobber/ServiceTitan export. Review every Sunday.
Trade-Specific Baselines
Use these as starting targets — your market and ticket size will shift them. Deep dives in each playbook.
| Trade | Typical LSA CPL | Cost per booked (paid) | Close rate note | Playbook |
|---|---|---|---|---|
| Plumber | $25–$55 | $80–$140 residential | Emergency leads close faster | Plumbers |
| HVAC | $30–$65 | $72–$150 blended | Tune-ups need nurture vs no-heat emergency | HVAC |
Case study proof: Plumber ~$45 · HVAC ~$72
Red Flags (Fix This Week)
- CPL up 20%+ week-over-week on any paid channel without more bookings — check landing page, response time, or lead quality disputes (LSA)
- Median response time over 5 minutes on LSA or Google Ads leads
- Close rate under 15% on a source for two consecutive weeks — qualify harder or pause spend
- Zero new Google reviews for two weeks — restart post-job SMS from Templates
- “New lead” CRM rows older than 24 hours — see System 05 · Speed-to-lead
Simple Dashboard Simulator
Enter your numbers below to see your current metrics and opportunities.
Your Snapshot
Weekly Review Ritual (15 minutes)
Monday (Lead-to-Close huddle): Read four KPIs vs last week — printable checklist.
Sunday (acquisition):
- Pull last 7 days numbers by source.
- Calculate CPL and cost per booked for each paid channel.
- Ask: “What worked? What to double? What to kill?”
- Pick one fix for the week (script, follow-up, on-site, reviews).
Tools that make this easy:
- CallRail or Google Voice for tracking
- Jobber / ServiceTitan / HouseCall Pro (built-in reporting)
- Printable weekly metrics checklist
- Tracking setup — seven CRM stages + source on every lead
See the ROI & Dashboards page for advanced simulators, the Leak score to diagnose your current gaps, and the Ultimate Guide for the full measurement + channel roadmap.