Template · Free Resource
Marketing ROI Scorecard
Measure every channel on cost per booked job, not cost per click: the formulas, the weekly layout, and how to decide where the next dollar goes.
The Scorecard
Judge Every Channel on Booked Jobs
Clicks and leads are inputs. The number that decides where the next dollar goes is what a booked job costs you, and what that job is worth once it is done. Track these per channel, every week.
| Measure | How to calculate it | Why it matters |
|---|---|---|
| Spend | Everything paid to the channel: media, fees, and agency | The true cost, not just the ad bill |
| Leads | Calls and forms attributed to the channel | Volume in the top of the funnel |
| Cost per lead | Spend ÷ leads | Cheap leads that never book are not cheap |
| Booked-call rate | Booked jobs ÷ leads | Whether the channel sends buyers, and whether the office books them |
| Cost per booked job | Spend ÷ booked jobs | The number to compare channels on |
| Revenue per booked job | Revenue from those jobs ÷ booked jobs | Whether the channel brings the work you want |
| Return on spend | Gross profit from those jobs ÷ spend | Uses gross profit, not revenue, so it reflects money you keep |
What It Looks Like
Spend, Booked Jobs, and Cost per Booked Job by Channel
Decide
How to Move the Budget
- Review weekly, reallocate monthly. One bad week is noise; a month is a trend.
- Rank channels by cost per booked job, then check revenue per booked job before moving money.
- Low booked-call rate across every channel usually points to the office, not the ads.
- Keep spend in the channel that feeds maintenance agreements even when its cost per job looks high.
Keep Going
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