Give marketing decisions a clear revenue starting point

A plumbing company might receive a large installation from one source and several repair jobs from another. The source with the larger invoice total is not automatically the better investment. Marketing cost, job cost and the time period all affect the comparison.

Keep three concepts separate. Revenue is the value of the work. Return on ad spend divides attributed revenue by advertising spend. A profit-based marketing ROI calculation considers the attributable contribution after job costs, then subtracts marketing cost and divides by marketing cost. State your method before comparing sources.

The marketing ROI guide provides a wider framework. On this page, the supported reporting starting point is revenue by lead source, with filters for investigating the associated jobs.

The Revenue page shows total and year-to-date revenue, a running-total line against the revenue goal, revenue by lead source, the job list and cancellations. Every report supports lead-source filtering, along with date, employee and tags. Those filters stay in place when you move between reports.

The Profit page lists completed jobs with cost, revenue, profit and profit percentage. Filtering by source can help you review completed work associated with that source. Check that the jobs and dates used in your calculation match the question you are asking.

Job and revenue figures refresh hourly at 20 minutes past the hour. Marketing spend, where connected, refreshes daily. Those different schedules matter when comparing recent activity. The documented capabilities do not establish an automatic ROI formula or specific supported advertising platforms.

Suppose a source brings in $4,000 of revenue, with $2,500 of job costs and $500 of marketing cost. These are illustrative numbers. The contribution before marketing is $1,500. Subtract $500 of marketing cost to leave $1,000, then divide by $500: the example’s marketing ROI is 200%.

Revenue divided by the same marketing spend would be 8, or an 8-to-1 return on ad spend. That is a different measure because it leaves job costs out. Neither calculation should be treated as an industry target or a promised result from using ServicePro IQ.

• Select a consistent period and source.
• Check how source labels were recorded.
• Review the relevant jobs and costs.
• Include the marketing costs required by your chosen definition.
• Write down limitations before changing a budget.

For individual job economics, use the profit calculator before combining the numbers into a marketing assessment.

This approach fits owners who want to connect marketing discussions to actual work. A landscaping company may want to distinguish one-time cleanup work from recurring customer relationships. A roofing business may need to allow for a longer gap between an inquiry and completed work. Choose the comparison period accordingly.

A lead-source label is useful evidence, but it is not a complete account of every interaction a customer had with the business. Check missing or inconsistent labels in your normal data process. Avoid assigning more certainty to a source comparison than the records justify.

Use booked jobs by lead source when the immediate question is which jobs are on the schedule. Use ROI analysis when the question includes spend and economic return. A booking is part of the journey, not the final result.

ServicePro IQ connects directly to Housecall Pro and requires its MAX plan, because that plan provides API keys. An admin creates the key in the Housecall Pro App Store by searching for API and choosing Generate API key. We send a one-time link where you paste it. The link works for seven days, and only the newest link for your business works.

The key is checked when you paste it and stored encrypted. ServicePro IQ reads your Housecall Pro data without changing your account. Your contact tells you when your reports are ready. Reports open on the current Sunday-to-Saturday week. Select an appropriate longer period when marketing activity and completed work fall in different weeks.

Read about ServicePro IQ for Housecall Pro before connecting. One flat subscription covers unlimited users and reports; see pricing for payment options. Start with a free 7-day trial, with no credit card required.