Marketing & Lead Tracking

Marketing Effectiveness

Navigate to Company Insights > Marketing Effectiveness to find out which channels actually bring in the work, and what each lead costs you. It ties together three things you already capture: your lead sources, the lead source set on each estimate, and the marketing dollars you spend.

The full loop:

1. Add your channels under Lead Sources (Google Ads, Referral, Yard Sign, etc.).
2. Set a Lead Source on every estimate, so each job is attributed to where it came from.
3. On this page, log your monthly marketing spend per source (period, amount, and an optional note). This is the number behind the Monthly Marketing figure on the CFO Dashboard and Cash Flow Forecast, without it, those pages assume your marketing costs nothing.
4. Review the results below.

What the dashboard shows:

• Cost per lead & ROI by source: Estimates, conversions, revenue, and cost per lead for each channel, so you can see which sources bring your best jobs, not just the most leads.
• Conversion tracking: How many estimates from each source convert to accepted projects, and their total value.
• Spend history: Add or remove marketing expense records to compare spend against the revenue it generated.
• Business Unit tagging: When Business Units are enabled, tag each spend entry to a unit so it rolls up into the right segment on the Segment Performance page.
• Export to Excel: Downloads a workbook with ROI by source and the full spend-history detail.

Note: marketing spend is entered by hand per source, there is no automatic ad-spend import from Google, Facebook, or other ad platforms.

Lead Sources

Navigate to Setup Items > Lead Sources to track where your business comes from.

• Lead sources are tags you can assign to estimates to track which marketing channels generate your work (e.g., "Google Ads", "Referral", "Door Knock", "Yard Sign").
• Add Lead Source: Enter a name and sort order.
• Edit: Click Edit to update the name or sort order inline.
• Activate / Deactivate: Deactivated sources are hidden from dropdowns.
• Marketing Effectiveness: Lead source data feeds into the Marketing Effectiveness dashboard to track ROI by channel.
• Bookkeeping tip: Mirror each channel in your bookkeeping software as a sub-account under your Advertising expense account (for example, Advertising: Google Ads, Advertising: Yard Signs). Code your ad spend to the matching sub-account as you go, and when it is time to update Marketing Effectiveness you can pull the exact spend per channel straight from your books instead of hunting through receipts.