Analytics and reporting for a plumbing company
Every platform reports on itself generously. Google Ads counts a conversion when someone taps a call button, Meta counts a lead when a form submits, and both will happily claim the same booked job. Neither knows whether a truck ever rolled. So the reporting that matters starts at the other end, at the job, and works backward.
One number runs a plumbing company's marketing: cost per booked job by source. Getting it takes a tracking number per channel, call recording, and someone tagging outcomes in dispatch. That is twenty minutes of admin a week, and it ends the arguments about which channel carries the shop.
The mistake is a monthly report full of impressions and reach. Those move for reasons nobody controls. At two weeks, working means tracking numbers live, a dashboard showing calls, booked jobs, revenue and cost per booked job, and a weekly review. Set your results beside the benchmark report to see where you sit.