Service
Revenue Attribution & Reporting
See which lead sources turn into appointments, estimates and signed contracts, not just clicks and form fills.
You know what you spend on leads. You are less sure what they turn into.
Ad platforms report clicks and form fills. Lead vendors report how many leads they sent. Your CRM knows which jobs were signed. Connecting those three, so you can say which source produced the work that actually paid, rarely happens on its own.
The gap usually comes down to data, not effort. Lead source is not captured consistently, calls are not tied back to campaigns, estimates are not linked to the original inquiry, and reports count things differently depending on who builds them.
Without that connection, budget decisions get made on gut feel or on whichever channel reports the most leads, which is not always the one producing signed contracts.
Deliverables
What is included
Tracking audit
We trace how lead source is captured today across forms, calls, ad platforms, referrals and the CRM, and find where the chain breaks.
Metric definitions
A short written glossary of stages and metrics agreed with your team, so a report means the same thing to the owner, the office and the sales team.
Source capture fixes
UTM parameters, call-tracking numbers, hidden form fields and required CRM fields set up so source is recorded at the point of entry, including for offline sources like referrals and canvassing.
Stage linkage
Configuration that connects each original inquiry to its appointment, estimate and contract records in your CRM.
Reporting dashboard
A dashboard or recurring report, built in your CRM, a spreadsheet or a reporting tool, showing volume and progression by source and period.
Offline conversion feedback (optional)
Where your ad accounts and CRM support it, sending booked-appointment or signed-job events back to platforms like Google Ads so campaigns can optimize on real outcomes.
Process
How the engagement runs
- 1
Audit
We review how each source is tracked today, from ad click or phone call through to the signed contract, and document the gaps.
- 2
Define
We agree on stage and metric definitions with you and write them down, so every report uses the same rules.
- 3
Fix capture
We correct forms, call tracking and CRM fields so source and stage data are recorded consistently from now on.
- 4
Build reports
We build the dashboard or recurring report and check its numbers against the underlying records.
- 5
Review together
We walk through the first reports with you, flag remaining data gaps and agree on how often the numbers get reviewed.
A good fit if…
- Contractors spending on several lead sources who cannot compare them by signed work
- Owners who get different numbers from marketing, sales and accounting
- Companies using a marketing agency or running their own ads who want independent visibility into outcomes
- Businesses planning to increase ad spend that want tracking in place first
What this is not
- Complete accuracy for history that was never captured. We fix tracking going forward and recover what we can from past records.
- Running your ad campaigns, which is a separate service.
- Accounting-grade job costing or profitability analysis.
Tools we commonly work with
Vendor-neutral — no reseller or partner arrangements. Integration depth depends on each vendor's API access and your plan.
- Google Ads
- Google Analytics
- Google Business Profile
- Looker Studio
- CallRail
- HubSpot
- HighLevel
- JobNimbus
- AccuLynx
- ServiceTitan
- Jobber
- QuickBooks
Example: tracing a Google Ads call to a signed roof replacement
- 01A homeowner clicks a Google Ads search ad and calls the tracking number shown on the landing page.
- 02The call-tracking system records the campaign and keyword and passes the caller's details to the CRM as a new lead with its source attached.
- 03The lead is booked for an inspection, and the appointment is linked to the original lead record.
- 04The estimate is issued and later marked signed, carrying the same source through each stage.
- 05The monthly report shows that campaign's leads, booked inspections, issued estimates and signed jobs side by side with other sources.
- 06Where configured, the signed job is uploaded to Google Ads as an offline conversion.
FAQ
Revenue Attribution questions
What is revenue attribution for a contractor?
It means connecting each signed job back to the lead source that produced it, so you can see which channels generate real work rather than just inquiries. For most contractors this is less about complex marketing models and more about capturing source consistently and linking the inquiry, appointment, estimate and contract records.
Can you show our cost per signed job by channel?
Going forward, yes, as long as spend data is available and lead source is captured reliably. For past jobs, it depends on how consistently source was recorded at the time. We are clear about which numbers are solid and which are estimates.
Do we need new software for attribution reporting?
Usually not. Most contractor CRMs can hold the fields and links needed, and reports can be built there or in a free tool such as Looker Studio. Call tracking is often the one addition worth considering if many of your leads come in by phone.
What about leads from canvassing, referrals or yard signs?
Those count too. We set up source options and simple capture steps for offline channels, such as a required source field when the office creates a lead, so referrals and door-knocking appear in the same reports as paid channels.
Will this show whether our marketing agency is performing?
It shows what happens to the leads each channel produces, from inquiry through signed contract, using your own CRM data. That gives you an independent basis for conversations with any agency. It does not replace the agency's own campaign reporting.
Related services
CRM Rescue & Implementation
Cleanup, configuration, pipeline stages and integrations for contractor CRMs, with migration only where it genuinely makes sense. The goal is a system your team trusts and uses.
Websites & Lead Generation
Koral started in contractor marketing. We still build websites and landing pages and manage Google Ads where it fits, always wired into your CRM and follow-up.
Managed Automation & Optimization
A monthly retainer covering monitoring, fixes, small changes and a regular optimization review of your lead response, follow-up and integration workflows.
Find out where your leads are slipping.
Book a free 30-minute consultation. We will walk through how an inquiry moves through your business today and point out the gaps worth fixing first — whether or not you hire us.