Dashboards & analytics
ServiceTitan Lead-to-Booked-Job Analytics
Every lead that doesn't book was paid for and lost. A funnel dashboard follows each one from first call or form to booked, completed and invoiced, and shows where they fall out and why.
Lead to booked job
Leads
1,920
Calls + forms, sample
Booked
1,148
60% of leads, sample
Completed
1,031
Sample data
Not booked
772
Reasons tracked, sample
Funnel stages (sample)
| Source | Leads | Booked |
|---|---|---|
| Website form | 412 | 61% |
| Phone | 1,288 | 62% |
| Booking request | 220 | 48% |
Forty calls the morning after a storm. How many became jobs?
The phones light up after the first hard freeze or the first monsoon storm. Some callers book, some hang up on hold, some want a price the CSR can't give, some are three miles outside the service area. A web form comes in at 9 p.m. and gets a callback the next afternoon, after the customer has already booked someone else. None of that is visible in a revenue report. It shows up only as revenue that never happened.
A lead-to-booked-job dashboard follows each lead through the stages ServiceTitan records and shows where they leak: by source, by hour, by CSR, by reason. It's the operational half of marketing measurement. Spend and return per channel belong on the marketing ROI dashboard; this page is about what happens after the phone rings.
It's one view within our custom ServiceTitan dashboards work and reads data your admin approves; it doesn't change bookings or call records.
Defining the stages
The funnel is only as good as its stage definitions. These are agreed in writing before anything is counted.
- 1
Lead
An inbound call, web form, booking request or chat that could become work. Calls are leads only if they reach a person or a voicemail; repeat calls from the same number within a short window count once.
- 2
Qualified lead
A lead asking for work you do, in your area. Wrong numbers, vendors, job-status follow-ups and spam are excluded using the outcomes CSRs already record.
- 3
Booked
A job created from the lead, or a web booking converted to a job, within a window such as seven days. A form that leads to a call that books is one booked lead, not two.
- 4
Completed
The booked job was completed. Cancellations before arrival are counted here with their cancel reason.
- 5
Invoiced
The job has an invoice above $0. Diagnostic-only and warranty visits are shown separately so they don't look like losses.
Funnel metrics, defined
- Booking rate
Booked leads divided by qualified leads in the period, by lead date. Shown overall, by source (calls, forms, booking requests) and by hour of day.
Data needed: Calls (Telecom), leads and bookings (CRM), jobs. Depends on calls running through ServiceTitan and on CSRs recording outcomes.
- Unbooked leads and reasons
Qualified leads that didn't book, grouped by the reason recorded: price, no availability, out of area, just shopping, no reason given. 'No reason given' is reported as its own bar, because a large one is a training issue.
Data needed: Call and lead records. Depends entirely on whether your CSRs record reasons, and how consistently.
- CSR booking rate
Each CSR's booked calls divided by the qualified calls they answered. Shown with call volume and source mix, since a CSR taking mostly after-hours overflow faces harder calls.
Data needed: Calls (Telecom) with the agent who handled them, plus jobs booked from those calls.
- Speed to first contact
For web leads: minutes from submission to the first outbound call or reply, inside business hours and outside them. Median, not average, so one weekend lead doesn't swamp the figure.
Data needed: Lead or booking creation time (CRM) and outbound calls (Telecom). Only measurable if follow-up calls are placed through ServiceTitan's phone system.
- Cancellation rate
Booked jobs canceled before completion divided by booked jobs, grouped by cancel reason.
Data needed: Jobs and cancel reasons (Job Planning & Management).
- Lead-to-invoice value
Invoiced revenue from jobs booked in the period divided by qualified leads. A single figure for what a lead is worth, by source.
Data needed: Jobs and their invoices (Accounting), joined back to the originating lead.
Where funnels usually leak
After hours
Calls that hit voicemail and forms submitted at night. Booking rate by hour shows how much of this there is and what a faster callback or an after-hours answering setup might recover.
No availability
In peak season the honest reason is capacity. Seeing how many qualified leads were lost to it is a staffing argument, not a CSR problem.
Price questions
Callers who want a number before booking. A pattern here may point to a website price range or a diagnostic-fee script.
Duplicates
The same customer filling out a form and calling ten minutes later. Matching by phone number keeps the funnel from double-counting and making booking rate look worse than it is.
ServiceTitan call and booking reports vs a custom funnel
| Need | In ServiceTitan | Custom-built |
|---|---|---|
| Calls and bookings | ServiceTitan's call and booking reports, depending on whether your phones run through it. | Calls, web forms and booking requests in one funnel, with duplicates matched by phone number. |
| Stages | Report-by-report views of calls, jobs and invoices. | One lead followed from first contact to invoice, with your stage definitions. |
| CSR view | Agent-level call reporting where your telephony setup supports it. | Booking rate beside call mix and hour of day, so CSRs are compared fairly. |
Trade examples
HVAC
The first 110-degree week tests every call center. Booking rate by hour and the no-availability count show whether the problem was answering calls or having trucks.
Plumbing
Emergency calls book fast or go elsewhere. Speed to first contact on web leads matters more than almost any other figure.
Roofing
A booked inspection isn't a sale. Adding an inspection-to-estimate stage keeps storm surges from flattering the funnel.
What to have ready before we talk
None of this is required for a first call, but each answer makes the scope and the quote sharper.
- Whether your phones run through ServiceTitan or a connected call tracker
- How CSRs record call outcomes and unbooked reasons today
- Which web forms and booking requests reach ServiceTitan, and with what source
- Your service area rules for out-of-area leads
- Who will see CSR-level figures
Related ServiceTitan development
Mesa Web Designers is an independent developer. We are not affiliated with, endorsed by, or a partner of ServiceTitan. ServiceTitan is a trademark of its owner. What an integration can do depends on your ServiceTitan products, the permissions your admin grants, and the APIs available to your account.
Start the conversation
Find out where leads fall out.
Tell us how calls and web leads reach ServiceTitan today. We'll define the funnel stages with you and show what can be measured now.
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Lead-to-booked-job analytics: questions we hear a lot.
How is booking rate calculated?
Booked leads divided by qualified leads for the period. Qualified excludes wrong numbers, vendors, spam and follow-ups on existing jobs, using the outcomes your CSRs record. It's shown overall, by source and by hour of day.
Can it include web forms as well as calls?
Yes, if the forms reach ServiceTitan as leads or bookings. A customer who fills out a form and then calls is matched by phone number and counted once.
What if our CSRs don't record why a call didn't book?
Then the unbooked reasons chart will show a large no-reason-given bar, which is itself useful. The dashboard can't invent reasons, so recording them consistently is usually a small process change made alongside the build.
Does this show which ads produced the leads?
It shows source where ServiceTitan has it. Spend, cost per booked job and return by campaign are on the marketing ROI dashboard, which uses the same lead data.
Find out where leads fall out.
Tell us how calls and web leads reach ServiceTitan today. We'll define the funnel stages with you and show what can be measured now.