Find out which advertising actually works

Most businesses can tell you what they spend on advertising and not what it produced. The source is captured automatically on each contact, so the answer is already in the system.

On a single person

Open Contacts, open the contact record, and look at the attribution detail on the activity tab. It shows where they came from, and for a search it can show the terms they used.

Across everybody

The useful version is a saved list filtered by source. Build one per source you care about, such as website, referral and each advert, and the counts tell you volume at a glance. Pair that with pipeline value and you have cost per booked job rather than cost per click.

Give each advert its own phone number. This is the one change that settles arguments permanently. A number on the yard sign, a different one in the Facebook advert, a third on the truck. Calls are attributed with no guessing, and within a month you know which one to stop paying for.

The three numbers worth looking at monthly

Leads by source. Volume, and where it came from.
What converted. Volume means nothing if none of it books. A source producing six leads and three jobs beats one producing forty and two.
What is sitting stalled. Open opportunities that have not moved. That number is work you have already paid to generate and have not finished chasing.

Why your numbers may look wrong at first

Attribution is only as good as what gets recorded. Contacts added by hand with no source, jobs raised with no value, and opportunities left open after completion all distort the picture. Fixing those three habits does more for your reporting than any dashboard.

Next: Add a contact

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