What is an electrical marketing ROI dashboard?

An electrical marketing ROI dashboard is a real-time reporting view that joins campaign spend data from your ad platforms (Google Ads, LSA, and similar) with booked job and revenue data from your CRM to show return on marketing investment by channel. Unlike a spend report, which only shows what you spent, an ROI dashboard shows what each dollar of spend produced in booked revenue, at what cost per job, and how that compares across channels. It is designed to support weekly marketing review decisions, not just monthly reconciliations.

How is an electrical marketing ROI dashboard different from what ServiceTitan or Housecall Pro already shows?

CRM platforms like ServiceTitan record booked jobs and can attribute them to a lead source, but they do not hold your ad spend data. Ad platforms like Google Ads hold your spend but have no visibility into which calls became booked electrical jobs. An ROI dashboard joins those two systems so you can calculate ROAS and cost per acquired job per channel in one view. The CRM and ad platform each show half the picture; an ROI dashboard shows the whole equation.

What data sources does an electrical marketing ROI dashboard need?

At minimum you need your ad platform (Google Ads, LSA, Yelp, or whichever channels you run) for spend data, your CRM for booked job and revenue data with lead source attribution, and a call tracking platform (CallRail or similar) if you want to see booked vs. unbooked call ratios by source. Together those three sources produce the metrics that matter: cost per job, ROAS, and booked revenue by campaign. The challenge is that each lives in a separate tool; the dashboard is the layer that joins them.

What is a good ROAS for an electrical marketing campaign?

ROAS targets for electrical marketing campaigns vary by job type, market, and season, so there is no universal benchmark that applies across the trade. An electrical campaign targeting panel upgrades will look very different from one targeting service calls, because average ticket size changes the equation. The more useful approach is to establish your own baseline by channel and job type, then use ROAS as a relative comparison across your active campaigns to decide where to shift budget, rather than chasing an industry-average figure that may not reflect your job mix.

How often should an electrical company review marketing ROI data?

Weekly is the right cadence for a marketing ROI review if you are running active campaigns. Monthly reviews typically surface problems after the budget is already spent and the campaign cannot be adjusted. A live marketing dashboard lets you check spend pacing, ROAS, and cost per job mid-month so you can pause a failing campaign or shift budget to a better-performing channel while there is still time to act. Monthly is fine for trend analysis; weekly is necessary for budget decisions.

What is cost per acquired job and why does it matter for electrical companies?

Cost per acquired job is the amount of marketing spend required to produce one booked job from a given channel, calculated by dividing campaign spend by the number of booked jobs attributed to that campaign. For electrical companies it matters because job types have very different average ticket values. Spending $200 to acquire a $250 diagnostic is a very different outcome than spending $200 to acquire a $3,500 panel upgrade, even though the acquisition cost is identical. Tracking cost per job alongside average ticket by source gives you the full ROI picture.

Can an electrical marketing ROI dashboard show booked vs. unbooked call ratios?

Yes, when call tracking data is connected alongside your CRM. A marketing ROI dashboard can show, for each lead source, how many inbound calls were generated and how many resulted in a booked job. That ratio, sometimes called marketing booking rate or campaign conversion rate, tells you whether a campaign is generating quality calls or calls that are not converting. If one channel has a high call volume but a low booked ratio, the fix might be a better CSR script for that job type or a campaign targeting adjustment.

Marketing & lead ROI

Inside a great electrical marketing ROI dashboard

Electrical contractors routinely spend on Google Ads, LSA, and seasonal campaigns without a clean line back to which spend produced booked revenue, at what cost per job, and which channels are worth renewing. Here is what a marketing ROI dashboard built for an electrical company looks like, and which metrics make the difference between a spend report and an ROI view.

By Datacube content engineAutogenerated

Here is what most electrical companies see at the end of a marketing month: a spend summary by channel. Google Ads: $4,800. LSA: $2,100. Yelp: $900. Total: $7,800. What is missing from that report: how many electrical jobs each channel booked, what those jobs were worth, what it cost to acquire each one, and whether the campaign mix is better or worse than last month's.

A marketing ROI dashboard for an electrical company answers the next three questions the spend report cannot: Which channel produced the most booked revenue? Which had the lowest cost per acquired job? And where should this month's budget go? That is the difference between a spend log and an ROI view, and it is the gap most electrical marketing dashboards leave open.

This page walks through what an electrical marketing ROI dashboard looks like in practice: which metrics belong on it, which data sources feed it, and how to read it in a weekly marketing review. If you are earlier in the process and want to understand how contractors should track campaign spend by month before building toward ROI, the campaign spend tracking guide covers that foundation.

What an electrical marketing ROI dashboard should show at a glance

Booked revenue by lead source, not just spend by channel, so you can see which campaign paid for itself and which is burning budget on unbooked inquiries.
Cost per acquired job by channel, separated by electrical service type (service call, panel upgrade, whole-home rewire, EV charger install) because the job value and acquisition cost differ significantly.
Return on ad spend (ROAS) per campaign, updated frequently enough to catch a failing campaign before the month closes.
Booked vs. unbooked lead-source inquiries, which shows whether a channel is generating calls your CSR team is converting or calls that are slipping through.
Month-to-date spend pace vs. budget, so a marketing leader or owner can see whether the campaign is running ahead or behind plan before the bill arrives.

Where each electrical marketing ROI metric lives and what feeds it

Metric	Data source	What it measures	Why it matters for electrical companies
Campaign spend by channel	Google Ads, LSA, Yelp, or other ad platforms	Dollars spent per lead source, by day and MTD	Electrical campaigns often have seasonal spikes (storm season, summer cooling); daily pacing catches overspend before month-end
Booked revenue by lead source	CRM (ServiceTitan, Housecall Pro, or similar)	Revenue from booked jobs attributed to the originating campaign	Panel upgrades and whole-home rewires have high average tickets; seeing revenue by source shows which campaigns bring the high-value jobs
Cost per acquired job	Ad platform spend divided by CRM booked jobs (joined)	Average spend to produce one booked job, per channel	A $180 Google Ads cost-per-job on a $650 service call is very different from a $180 cost-per-job on a $200 diagnostic; the ticket context changes the ROI story
Return on ad spend (ROAS)	Calculated: booked revenue / campaign spend	Dollars of booked revenue per dollar of ad spend	Quick scan to compare channel efficiency; an LSA campaign returning 6x ROAS and a Yelp campaign at 1.8x tell you where to reallocate
Lead-source call volume	Call tracking (CallRail or similar)	Inbound call count by originating ad source	Tells you whether a campaign is generating calls or just clicks; an electrical campaign with high click volume and low call volume may be attracting the wrong service type
Booked vs. unbooked inquiries by source	CRM + call tracking (joined)	Ratio of calls that converted to booked jobs vs. calls that did not	A channel that generates 80 calls but only 22 booked jobs is losing 58 opportunities; the fix could be a better CSR script or a campaign targeting a different job type

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Owner takeaway: the cost-per-job gap that changes the budget decision

Consider a hypothetical electrical company running three channels. Google Ads produces booked jobs at a cost of $160 each on average tickets of $580. LSA produces them at $95 each on tickets of $490. Yelp produces them at $310 each on tickets of $220. On a spend report those three channels look comparable. On a cost-per-job board, Yelp is consuming roughly twice as much budget to produce a job worth a third of the revenue. That one comparison, applied to a $10,000 monthly marketing budget, could free up thousands of dollars for channels with better return. These are illustrative figures; your numbers will vary by market, season, and campaign mix.

Electrical marketing ROI health check: what good looks like

Use this scorecard to evaluate whether your marketing reporting currently gives you the visibility to make budget decisions or just to track spending.

Booked revenue is attributed to the originating lead sourceCRM and ad platform data are joined
Good
Current
By channel
Target
By channel
ROAS is calculated per campaign, not just total spendenables channel comparison
Good
Current
Per campaign
Target
Per campaign
Cost per acquired job is visible by channelcommon gap: spend is logged but jobs are not attributed back
Poor
Current
Not tracked
Target
Tracked per channel
Booked vs. unbooked call ratio tracked by sourcecall tracking installed but not joined to CRM data
Watch
Current
Partial
Target
By source
Marketing data is reviewed more than once a monthmonthly reviews miss mid-month campaign failures
Watch
Current
Monthly
Target
Weekly
Marketing spend pacing is visible before month-endoverspend is discovered after the bill, not before
Poor
Current
Not visible
Target
Daily MTD view

Metric	Current	Target	Status
Booked revenue is attributed to the originating lead sourceCRM and ad platform data are joined	By channel	By channel	Good
ROAS is calculated per campaign, not just total spendenables channel comparison	Per campaign	Per campaign	Good
Cost per acquired job is visible by channelcommon gap: spend is logged but jobs are not attributed back	Not tracked	Tracked per channel	Poor
Booked vs. unbooked call ratio tracked by sourcecall tracking installed but not joined to CRM data	Partial	By source	Watch
Marketing data is reviewed more than once a monthmonthly reviews miss mid-month campaign failures	Monthly	Weekly	Watch
Marketing spend pacing is visible before month-endoverspend is discovered after the bill, not before	Not visible	Daily MTD view	Poor

What an electrical marketing ROI board looks like in a weekly review

This is the kind of marketing view an electrical company owner or marketing lead might open on a web browser for a Wednesday mid-month review. The goal is to catch a failing campaign or a budget overpace while there is still time to adjust. Figures are illustrative; a live board reflects your own connected ad platforms, CRM, and call tracking.

Dashboard preview

Figures are illustrative. Your live board reflects your own connected sources and KPI definitions.

Why standard CRM reports fall short for electrical marketing ROI

CRM platforms like ServiceTitan and Housecall Pro record booked jobs and attribute them to a lead source. That is useful, but it only covers half the ROI equation. To get from lead source to ROI, you also need the ad spend on the other side, which lives in Google Ads, LSA, or whatever platform you are running. Most electrical companies treat those two systems as separate: the CRM gives them the booked jobs, the ad platform gives them the spend, and someone in a spreadsheet tries to join them at the end of the month.

By the time that spreadsheet is assembled, the campaign is over. A marketing ROI dashboard that pulls both sides into one view changes the cadence: instead of a month-end reconciliation, you get a live mid-month read. If Google Ads spend is pacing 30 percent ahead of budget and ROAS is falling, you can cut that budget while you still have two weeks of campaign remaining.

Why ROI reporting is especially important for electrical companies

Electrical companies run a wide range of job types with very different ticket values. A diagnostic service call might run $150. A panel upgrade might run $3,500. A whole-home rewire can exceed $10,000. When a campaign is attracting mostly diagnostic calls and your cost per job is $200, the ROI picture looks completely different than a campaign attracting panel upgrades at the same acquisition cost.

Splitting cost per job and ROAS by job type, not just by channel, is what separates a meaningful marketing ROI view from a summary table. For more on how to build the technical connection between ad spend and booked revenue in your reporting setup, the guide on how to connect ad spend to booked revenue covers the attribution methodology in depth.

How to run a weekly electrical marketing review off a ROI dashboard

A weekly marketing review for an electrical company should take about 15 minutes and answer four questions: Is total spend pacing to budget? Which channel has the best cost per job this week? Are any channels showing declining booked revenue despite stable spend? And is the unbooked call count rising in a way that points to a CSR or campaign problem?

The last question is worth underscoring. A rising unbooked-call count from a campaign could mean the campaign is attracting the wrong job type, but it could also mean the CSR team is not converting the calls it is getting. A marketing ROI board that shows booked vs. unbooked by source helps you separate those two explanations quickly. If the conversion rate on a specific source drops, check the electrical CSR dashboard to see whether one CSR is consistently losing that call type.

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Dashboard idea: a weekly marketing ROI tile for each active electrical campaign

Configure your marketing board to display one card per active campaign: the campaign name, MTD spend, booked revenue attributed, ROAS, and cost per job. Sorting those cards by ROAS descending in a weekly review makes the channel priority decision visual rather than tabular. An electrical company running four channels can see in under a minute which two to protect, which one to reduce, and which to pause. If your current marketing reporting requires pulling a spreadsheet to build that comparison, a datacube Marketing board can be configured to surface it from your connected ad platforms and CRM.

Electrical marketing ROI dashboard FAQs

See what your electrical marketing ROI reporting is missing

Datacube builds custom marketing dashboards for electrical companies, connecting your ad platforms, CRM, and call tracking into one view you can use in a weekly review. Book a live demo to see a marketing ROI board configured for an electrical service business.

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