KPIs every electrical marketing dashboard should track
Most electrical companies know roughly what they spend on Google Ads and LSA. Few can tell you which campaign produced which booked jobs, what the revenue-per-lead looks like by channel, or how this month compares to the same period last year. This page shows what a marketing dashboard built for an electrical company actually looks like, and which metrics change the decisions you make.
Before: it is the 14th and the marketing manager at a 15-tech electrical company is trying to answer a simple question from the owner: which campaigns are actually producing booked electrical jobs this month? She logs into Google Ads. Then LSA. Then the CRM to find the job source field. Then she exports to a spreadsheet and tries to reconcile why the totals do not match. Two hours later she has an answer that is already three days old.
After: the same manager opens one screen. It shows campaign spend by channel for the month, booked revenue attributed to each source, cost per booked job broken out by campaign type, and a year-over-year trend line. The owner's question takes 30 seconds.
The page below covers what electrical marketing dashboard examples look like in practice: the channels they track, the metrics that matter for the electrical trade specifically, and the data sources that feed the board. If you are working on the attribution side of this problem, connecting ad spend to booked revenue covers the attribution logic in depth.
What a strong electrical marketing dashboard shows at a glance
- Campaign spend by channel for the current month, updated frequently so you are not waiting for a monthly export to catch overspend.
- Booked revenue attributed by lead source, so Google Ads, LSA, direct mail, and referrals are compared on the same revenue denominator, not just on click or impression metrics.
- Cost per booked job by channel, which is more useful for an electrical operator than cost per click because it connects spend to the actual outcome: a job on the schedule.
- Return on ad spend (ROAS) by campaign or channel, so seasonal shifts in electrical demand (panel work peaks in spring, generator inquiries spike before storms) show up in channel performance.
- Year-over-year and month-to-date trends by channel, so a drop in LSA performance in June does not look like noise if the same thing happened in June last year.
Marketing channels, what they surface, and what platform-native reports hide
| Channel | What the channel's own report shows | What it hides | What to add to your electrical marketing board |
|---|---|---|---|
| Google Ads | Clicks, impressions, cost, conversions (website forms) | Whether those conversions became booked electrical jobs and what they were worth | Booked jobs sourced from Google Ads, booked revenue, cost per booked job |
| Local Services Ads (LSA) | Leads, lead cost, disputes | How many LSA leads actually booked, and what job types they produced | LSA booking rate, LSA revenue per lead, job type mix from LSA (service vs. panel upgrade vs. rewire) |
| Call tracking (CallRail or similar) | Call volume by source, call duration, call outcomes | How call volume ties to booked jobs and revenue; which sources drive long calls that convert vs. short calls that do not | Calls-to-booked-jobs ratio by source, revenue per inbound call by channel |
| CRM lead source field (ServiceTitan, Housecall Pro) | Job source label, booked job count, revenue by job | Whether the source data was entered correctly by CSRs, and how it compares to ad-platform spend | Lead source attribution consistency check; booked revenue by source cross-referenced to ad spend |
| Referral and repeat customers | Often not tracked at all in ad-platform reports | The portion of revenue that costs nothing to acquire, which shifts the real cost of paid channels when included | Revenue share by source (paid vs. organic vs. referral vs. repeat), average ticket by acquisition type |
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Dashboard idea: a single marketing board for your electrical company
Rather than logging into Google Ads, your LSA dashboard, and your CRM separately, a marketing board built for an electrical company consolidates the figures you actually make decisions from: spend by channel (updated throughout the month), booked jobs and revenue attributed to each source, cost per booked job, and ROAS by campaign. Add a year-over-year comparison row and a goal-pacing indicator, and the owner or marketing manager can answer budget questions in a single view. Datacube can be configured to pull from connected ad platforms, call tracking, and CRM sources to build that board for your setup.
What an electrical marketing dashboard looks like in practice
This is the kind of marketing board a marketing manager or owner at an electrical company might review on the web each morning. Figures are illustrative; a live board reflects your own connected ad platforms, call tracking, and CRM.
Figures are illustrative. Your live board reflects your own connected sources: ad platforms, call tracking, and CRM lead source attribution.
Why electrical marketing reporting is more complex than most trades
Electrical companies tend to carry a wider spread of job types than HVAC or plumbing, which means marketing channel performance is harder to read. A panel upgrade campaign might generate fewer inbound calls than a service call campaign but produce 3x the average ticket. If your marketing report only shows cost per click or leads by channel, you are optimizing for call volume rather than for the revenue those calls eventually produce.
Seasonality compounds this. Generator and panel inquiry volume spikes ahead of storm season. EV charger installs are growing year over year. A marketing dashboard that includes a month-over-month and year-over-year trend view lets you tell whether a slow week in May is normal seasonal variation or a sign that a campaign needs adjustment.
The attribution challenge in electrical marketing
The common attribution problem in electrical is that ad platforms report conversions (form fills, call clicks) while the CRM tracks the source as whatever the CSR typed at intake. These two data sets often disagree, particularly when a customer saw a Google Ad, called from a number tracked by CallRail, and the CSR manually selected a different source. A marketing dashboard that pulls from both systems and surfaces those discrepancies makes the reconciliation visible instead of invisible. The page on campaign spend tracking for contractors covers how to build the process around that reconciliation.
What data sources feed an electrical marketing dashboard
The core inputs for an electrical marketing board are: Google Ads for campaign spend and conversion data; LSA for lead volume and cost; a call tracking platform (such as CallRail) for call counts and source attribution; and the CRM (ServiceTitan, Housecall Pro, or similar) for booked jobs, job type, and revenue by lead source. If you track financials in QuickBooks, you can add a COGS or gross-margin-by-channel layer that shows which campaigns produce the most profitable work, not just the most work.
The challenge is that each source reports in its own format, on its own schedule, and uses different field names for the same concept. A dashboard that consolidates these sources into one marketing board removes the reconciliation work from your marketing manager's plate and replaces the weekly spreadsheet with a live view that is already updated when she opens it.
The decisions an electrical marketing dashboard actually changes
When campaign spend and booked revenue live in the same view, a marketing manager can see mid-month whether a campaign is pacing toward a positive ROAS or heading for a loss. That is a decision window that a monthly export never provides. She can pause an underperforming LSA campaign on day 12 instead of writing a post-mortem on day 31. The same logic applies to upsell tracking: if the board shows that panel upgrade jobs from Google Ads have a higher average ticket than service calls from LSA, that is a budget reallocation signal. The page on spotting missed upsell opportunities in your sales reports covers how to read those signals at the job level.
Key marketing KPIs for an electrical company: what good looks like
Ranges vary by market, trade mix, and season. Use these as a starting point for your own targets, not as universal benchmarks.
- ROAS (blended, paid channels)Higher for panel and rewire campaigns; lower for emergency response where ticket is smallerGood
- Current
- 4x – 6x
- Target
- Positive and improving month-over-month
- Cost per booked jobA generator inquiry campaign can sustain a higher CPJ than a panel inspection campaignWatch
- Current
- Varies widely by job type
- Target
- Below average ticket for the campaign's job type
- LSA booking rateBelow 50% usually indicates lead quality or CSR script issues, not channel volumeWatch
- Current
- 55% – 75%
- Target
- Above 60%
- Revenue from referral and repeatA high referral share reduces sensitivity to paid channel cost increasesGood
- Current
- 25% – 40% of total
- Target
- Stable or growing
- Marketing spend as % of revenueHigher percentages are normal in growth or new-market entry; track alongside ROAS not in isolationWatch
- Current
- 8% – 15%
- Target
- Depends on growth stage
| Metric | Current | Target | Status |
|---|---|---|---|
| ROAS (blended, paid channels)Higher for panel and rewire campaigns; lower for emergency response where ticket is smaller | 4x – 6x | Positive and improving month-over-month | Good |
| Cost per booked jobA generator inquiry campaign can sustain a higher CPJ than a panel inspection campaign | Varies widely by job type | Below average ticket for the campaign's job type | Watch |
| LSA booking rateBelow 50% usually indicates lead quality or CSR script issues, not channel volume | 55% – 75% | Above 60% | Watch |
| Revenue from referral and repeatA high referral share reduces sensitivity to paid channel cost increases | 25% – 40% of total | Stable or growing | Good |
| Marketing spend as % of revenueHigher percentages are normal in growth or new-market entry; track alongside ROAS not in isolation | 8% – 15% | Depends on growth stage | Watch |
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Owner takeaway: the cost of reading marketing data one week late
Consider an electrical company spending 20,000 dollars a month across Google Ads and LSA. If one campaign is producing booked jobs at 280 dollars each while another produces them at 95 dollars each, and that data only surfaces in a monthly export, the owner runs 30 days of the expensive campaign before anyone can act. Mid-month visibility on cost per booked job by channel makes that a 10-day problem instead of a 30-day one. The math is hypothetical and varies by market and trade mix, but the direction is consistent: slower data costs money.
Electrical marketing dashboard FAQs
See how your marketing channels look in one board
Datacube can be configured to consolidate your Google Ads, LSA, call tracking, and CRM lead source data into a single marketing dashboard built for your electrical company. Book a live demo to see an example built around electrical marketing reporting.