Marketing Reporting Checklist for Home Services

What's Actually Working?

April 2025

Your marketing reports should be more than just pretty dashboards. They should enable you to make better decisions in your business.

Before you can build a meaningful marketing report it's important to ensure that you're capturing the right data. Here's a checklist to make sure your reporting is accurate, insightful, and actionable. Use this as a reference to ensure your current marketing team or agency is measuring and monitoring the right things.

decorative image decorative image

Your marketing reports should be more than just pretty dashboards. They should enable you to make better decisions in your business.

Before you can build a meaningful marketing report it's important to ensure that you're capturing the right data. Here's a checklist to make sure your reporting is accurate, insightful, and actionable. Use this as a reference to ensure your current marketing team or agency is measuring and monitoring the right things.

Use Unique Tracking for Each Channel

Before you can report on anything, first you have to break out your marketing data by source. Ensure all of your digital ads and assets are tracked using unique identifiers.

  • Dedicated phone numbers and tracking lines for each channel
  • Unique URLs or UTM codes on all inbound links
  • Tracking forms that feed into your CRM cleanly

Integrate Reporting with Your CRM or FSM System

You want reporting that follows the whole journey. Make sure your marketing data and your customer and job data are connected.

  • Does your CRM show job outcomes tied to the lead source?
  • Can you filter reports by source to see what’s driving real jobs?
  • Are your inbound calls attributed to a channel?
  • Are calls tagged or scored for quality?

Tack the Right Metrics

To build a meaningful marketing report for a residential home service company, first you have to make sure that you’re capturing and segmenting your data in the right way.

  • Leads by source: include both form fills and phone calls
  • Cost per lead (CPL)
  • Total Jobs Booked by Channel
  • Revenue by Channel (via CRM integration)
  • Conversion Rate – Click to Lead
  • Conversion Rate – Lead to Job

If you’re not able to capture, segment, and build meaningful reports from your marketing data, Gemini can help. Get in touch to learn more!
Back to insights