Stop Guessing: Start Using KPIs to Grow Your Home Service Business

Running a business without tracking results is like trying to fix a leak with your eyes closed. You’re doing the work, but you don’t know what’s helping or hurting. That’s where KPIs come in.

What Are KPIs—and Why Should You Care?

KPIs (Key Performance Indicators) are the numbers that tell you if your digital marketing is actually working. Instead of guessing where your leads are coming from or wondering why your phone went silent, KPIs give you clear answers.

Think of them as your business’s scorecard. Are people finding you online? Are they calling? Booking? Leaving reviews? The right KPIs help you stop guessing and start making decisions based on real data.

What to Track: KPIs for Every Stage of the Funnel

Home service businesses—whether you’re a plumber, roofer, electrician, or landscaper—need to think about KPIs in four parts of the customer journey:

1. Awareness KPIs – How many people are seeing your business?
   • Website traffic
   • Google Business Profile views
   • Paid ad impressions
2. Engagement KPIs – Are people interested once they find you?
   • Click-through rate on ads
   • Time spent on site
   • Social media engagement
3. Conversion KPIs – Are people taking action?
   • Calls and contact form submissions
   • Booking or estimate requests
   • Conversion rate from website traffic to leads
4. Retention & Reputation KPIs – Are customers coming back or sending others?
   • Repeat customer rate
   • Online reviews and average rating
   • Referral leads

Here’s Why KPIs Matters

• More than 1 in 3 marketing leaders say conversion rates are the top KPI they prioritize tracking (HubSpot State of Marketing Report, 2023)
• Lead generation is considered the most important metric for measuring the effectiveness of content strategies, according to 29% of B2B marketers. (HubSpot)
• 44% of marketers say their top priority is to better measure the ROI of demand generation initiatives (Demand Gen Report, 2021)

If you’re not tracking how often you’re showing up—and converting—on these platforms, you’re missing out.

How to Set Up a Simple KPI Tracker

You don’t need fancy software to track your KPIs. Start with a simple spreadsheet:

• List each funnel stage (Awareness, Engagement, Conversion, Retention)
• Pick 1–2 KPIs per stage
• Track weekly or monthly
• Look for trends (going up? down?)

Example:

Make It Actionable: Use the Data

KPIs aren’t just numbers—they’re clues. Ask yourself:

• What’s working better this month?
• What’s slowing down?
• What can I tweak (ads, website, follow-up) to improve?

For example, if you’re getting lots of Google views but few calls, maybe your website or business profile needs clearer calls to action.

Conclusion: KPIs = Clarity

Tracking KPIs helps you:

• Understand what’s actually driving leads
• Cut what’s not working
• Double down on what is

It’s not about becoming a data nerd. It’s about finally knowing where your best customers come from—and how to get more of them.

So if you’re tired of slow seasons, inconsistent leads, and wasted money, stop guessing.

Start tracking.

Need your KPIs analyzed to see what’s working for your digital marketing campaign? Let’s talk.