Free marketing measurement tool
Can you prove which marketing channels produce booked jobs?
Calculate cost per inquiry, qualified lead, and booked job by channel. Then measure whether your account access, attribution, and reporting provide enough evidence to trust the result.
Part 1: Results by channel
What did each channel produce?
Use one consistent date range. Include ad spend and the channel-specific fees you want evaluated. Do not assign the same agency fee to more than one row.
Part 2: Evidence coverage
How much of the result can you verify?
This is an evidence coverage check, not an agency grade. Choose Yes only when the access or record can be checked directly. Metrics remain hidden until their required evidence is confirmed.
Every row uses the same completed date range, and enough time has passed for delayed bookings to be recorded.
Your business has full administrator access to its domain, website, ad accounts, analytics, and Google Business Profile.
Media spend, agency fees, software, and other marketing costs are separated in your reporting.
Calls and forms retain their original marketing source instead of being grouped together as website leads.
Your team uses a written definition to mark inquiries as qualified or unqualified.
A booked job can be connected back to the inquiry and its original source.
Spam, duplicates, wrong-service requests, and existing customers are separated from new qualified demand.
Your monthly report includes spend, inquiries, qualified leads, jobs booked, and cost per booked job by channel.
Your forms, booking path, and call tracking have been tested from end to end in the last 90 days.
Your business can export its marketing and lead records without depending on the agency.
Your marketing evidence scorecard
Inputs need verification
0 of 10 evidence checks confirmed, 0 reviewed. This describes measurement coverage. It does not determine whether an agency or channel performed well.
0/10
checks confirmed
Cost per inquiry
Needs verification
Cost per qualified lead
Needs verification
Cost per booked job
Needs verification
Lead qualification rate
Needs verification
Qualified lead booking rate
Needs verification
Channel comparison
The same math, separated by source
| Channel | Cost per inquiry | Cost per qualified lead | Cost per booked job | Qualification rate | Booking rate |
|---|---|---|---|---|---|
| Google Ads | Needs verification | Needs verification | Needs verification | Needs verification | Needs verification |
| Local Services Ads | Needs verification | Needs verification | Needs verification | Needs verification | Needs verification |
| Organic search and GBP | Needs verification | Needs verification | Needs verification | Needs verification | Needs verification |
| Other channel | Needs verification | Needs verification | Needs verification | Needs verification | Needs verification |
Next verification steps
What to do before changing spend or agencies
- 1Enter at least one month of inquiry data. Without inquiry counts, channel performance cannot be compared.
- 2Verify ownership and export access for every account before changing agencies or platforms.
- 3Test one call and one form from source through booking, then preserve the source on the contact record.
How to use the result
A scorecard starts the investigation. It does not finish it.
A channel can look efficient because the source was assigned incorrectly. It can look expensive because valid bookings never made it back into the report. Before moving budget, reconcile the same period against the ad account, call records, forms, CRM, and dispatch board.
Use one date range
Do not compare last month's spend with this month's jobs booked.
Define a qualified lead
Write the rule before reviewing channels so the definition does not move.
Preserve original source
A contact can return several times. Keep the first known source and the submission evidence.
Separate measurement from judgment
Verify the record first. Decide what to change only after the numbers reconcile.
Related decision guides
Use the scorecard before choosing or leaving an agency
Questions about measuring home service marketing
How do I know if my home service marketing is working?
Use one date range and connect channel cost to inquiries, qualified leads, and jobs booked. Then verify that each stage can be traced to a source. Clicks and raw leads can describe activity, but they do not show how much qualified demand reached the schedule.
What should a marketing agency report each month?
A useful report separates media spend and fees, shows inquiries and qualified leads by channel, connects those leads to jobs booked, states what changed, and names the next decision. The business should be able to verify the source records and retain access to the accounts.
Does the lowest cost per booked job identify the best marketing channel?
No. It is an important operating metric, but it must be reviewed with service mix, capacity, cancellations, job quality, ticket, and margin. This scorecard deliberately avoids declaring a universal winner from one number.
Is this an agency rating tool?
No. The evidence score describes whether the owner has access, attribution, qualification, booking, and reporting records that can be checked. It does not accuse or grade a marketing provider.
Should organic search and Google Business Profile have a cost?
Enter the fees and internal costs you want included in the decision. If no cost is assigned, the tool will not calculate a cost per result for that row. Use the same accounting rule across every channel and avoid counting one fee twice.
Want the records behind the scorecard verified?
Share the business context. Aaron will review what can be verified, what is missing, and which measurement problem should be addressed first.