Dashboards & analytics
ServiceTitan Marketing ROI Dashboards
Your ad platforms count clicks and conversions. ServiceTitan counts booked jobs and invoices. A marketing ROI dashboard puts the two side by side so spend can be judged by the jobs and revenue it produced.
Marketing ROI by channel
Ad spend
$84K
From ad platforms, sample
Booked jobs
1,236
Sample data
Cost per booked job
$68
Sample data
Revenue per $1 spent
$7.10
Sample, see definition
Revenue by marketing channel (sample)
| Campaign | Spend | Booked jobs |
|---|---|---|
| Search — AC repair | $22K | 318 |
| Search — Water heater | $9K | 141 |
| LSA | $14K | 207 |
Google says 212 conversions. The office booked 140 jobs.
Both numbers can be true. The ad platform counts form submissions and calls longer than some threshold. Some of those were price shoppers, existing customers or a caller asking whether you sell filters. ServiceTitan counts what the CSR booked and what the tech invoiced. The owner deciding whether to raise the search budget in May needs the second set of numbers, measured against the cost in the first.
A marketing ROI dashboard does that join. It reads spend from each ad platform's own reporting, reads campaigns, bookings, jobs and invoices from ServiceTitan, and shows cost per booked job and revenue per dollar by channel and campaign. It doesn't change bids or send anything back to the platforms. It's one view within our custom ServiceTitan dashboards work; what happens between the first call and the booking is covered by lead-to-booked-job analytics.
This page is about reporting. Getting good source data into ServiceTitan in the first place, from UTMs and click IDs to call tracking numbers, is website lead source attribution, and it's usually the bigger half of the work. Without it, this dashboard has little to show. The spend side is easier to map when the ad accounts are in order too: Google Ads campaigns named and structured to match ServiceTitan campaigns, and conversion tracking that counts the same events everywhere.
Where each number comes from
Each source is read from the system that owns it. The dashboard combines them; it doesn't copy one into another.
Ad spend
From each platform's own reporting: Google Ads, Microsoft Advertising, Local Services Ads, Meta. Platforms that offer an API are read on a schedule; others are imported from their standard export.
ServiceTitan campaigns and costs
ServiceTitan's Marketing resources hold campaigns, categories and campaign costs. Offline spend like direct mail, radio or a truck wrap is often entered there.
Marketing Ads attribution
ServiceTitan's Marketing Ads resources cover attribution for web bookings, lead forms, calls and jobs, plus attributed leads and performance. Useful where your account uses them.
Bookings and jobs
Jobs and bookings carry a campaign. That campaign is the link between spend and work, so its accuracy decides the dashboard's accuracy.
Revenue
Invoices on the attributed jobs, plus, if you choose, follow-on sales from the same customer within a window, such as a replacement sold three weeks after a repair.
ROI metrics, defined
- Ad spend
Cost reported by each platform for the period, by campaign, mapped to a ServiceTitan campaign or channel. Offline spend uses the campaign costs recorded in ServiceTitan. Spend not mapped to any campaign is shown as unmapped, not dropped.
Data needed: Ad platform reporting or exports; ServiceTitan campaigns and campaign costs (Marketing).
- Leads
Qualifying calls and web leads attributed to the campaign, excluding spam, vendors and existing-job follow-ups. Deduplicated when the same customer submits a form and then calls.
Data needed: Calls (Telecom), leads and bookings (CRM), Marketing Ads attributed leads where used. Depends on tracking numbers and form attribution being set up.
- Booked jobs
Jobs booked in the period whose campaign maps to the channel. Canceled-before-arrival jobs are shown separately.
Data needed: Jobs and their campaign (Job Planning & Management). Depends on CSRs and integrations setting the campaign correctly.
- Cost per booked job
Ad spend divided by booked jobs for the same channel and period. The headline efficiency figure for service work.
Data needed: Spend as above; booked jobs as above.
- Attributed revenue
Invoiced revenue on attributed jobs, plus optional follow-on revenue from the same customer within a window you set. Shown with and without the window so the effect is visible.
Data needed: Invoices (Accounting) linked to attributed jobs and customers.
- Revenue per $1 spent (ROAS)
Attributed revenue divided by ad spend. Revenue, not profit: a dollar of install revenue and a dollar of tune-up revenue carry different margins.
Data needed: The two figures above. For margin instead, see job profitability.
ServiceTitan marketing reporting vs a custom ROI dashboard
| Need | In ServiceTitan | Custom-built |
|---|---|---|
| Campaign results | ServiceTitan's marketing reports on campaigns, calls, bookings and revenue, depending on your products. | The same, with your attribution window and dedupe rules applied consistently. |
| Ad spend | Campaign costs entered in ServiceTitan, and ad attribution where your account uses ServiceTitan's marketing products. | Spend read from each platform's reporting and mapped to campaigns, so cost per booked job doesn't depend on someone typing costs in. |
| Channel view | Grouped by ServiceTitan campaign and category. | Grouped however you plan budgets: search, LSA, social, mail, referral, organic. |
Trade examples
HVAC
AC repair search in July and tune-up promotions in the fall have opposite economics. Follow-on revenue matters most here, since many replacements start as repair calls.
Roofing
After a monsoon or hail storm, lead volume spikes and cost per lead drops while close rates fall. Cost per booked inspection and per sold roof tell the real story.
Plumbing
Emergency calls convert quickly and invoice the same day, so short attribution windows work. Water heater campaigns benefit from separate tracking.
Garage doors
Local Services Ads often carry much of the volume. Matching LSA leads to booked jobs is where the attribution setup earns its keep.
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.
- Which ad platforms you spend on, and who has admin access to each
- How campaigns and tracking numbers are set up in ServiceTitan today
- Whether your account uses ServiceTitan's marketing attribution products
- Offline spend such as mail or radio, and where it's recorded
- The attribution window you trust for follow-on install sales
- How you group spend when you plan budgets
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
Judge ad spend by the jobs it books.
Tell us where you advertise and how campaigns are set up in ServiceTitan. We'll show you what an ROI view can measure today and what attribution it needs first.
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Marketing ROI dashboard: questions we hear a lot.
Where does the ad spend come from?
From each ad platform's own reporting, read through its API where one is available or imported from its standard export. Offline spend comes from the campaign costs recorded in ServiceTitan.
Why doesn't the dashboard match Google Ads conversions?
Because it counts different things. Google counts conversions by its rules; the dashboard counts booked jobs and invoices in ServiceTitan. The gap is often the most useful figure on the screen, because it shows how many ad conversions never became work.
Does this set up tracking on our website?
No. This dashboard reports on attribution data that's already captured. Capturing UTMs, click IDs and call tracking into ServiceTitan is the lead source attribution project, which usually comes first.
Is revenue per dollar the same as profit?
No. It's attributed revenue divided by spend. Install and service revenue carry different margins, so a channel that looks weaker on revenue can be stronger on profit. The job profitability dashboard covers margin.
Judge ad spend by the jobs it books.
Tell us where you advertise and how campaigns are set up in ServiceTitan. We'll show you what an ROI view can measure today and what attribution it needs first.