--- title: "Dashboard business metrics" slug: "dashboard-business-metrics" tags: ["Area - Dashboards, Scorecards", "Focus - Construction", "Focus - Service Replacement", "Role - Admin", "Type - Commercial", "Type - Residential"] updated: 2026-10-16T00:16:07Z published: 2026-10-16T00:16:07Z canonical: "help.servicetitan.com/dashboard-business-metrics" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.servicetitan.com/llms.txt > Use this file to discover all available pages before exploring further. # Dashboard business metrics ## Overview When you open the Modular Dashboard, the top section shows a snapshot of the day’s business metrics including revenue trends, sales numbers, booking and conversion rates, and other key performance indicators (KPIs). [Dashboard business metrics Video](https://fast.wistia.net/embed/iframe/7mo71iw4ve?web_component=true&seo=true&videoFoam=false) > [!NOTE] > **Note:** Depending on your account's configuration, you might see one or more of the following: > > - *Items and Pricing* instead of *Pricebook*. > - *Customer* instead of *Homeowner*. > - *Procurement* instead of *Inventory*. > > The names are different, but everything works the same way. For more, see [Commercial Personalization Platform - FAQ](https://help.servicetitan.com/commercial/docs/commercial-personalization-platform-faq). --- ### #### Who uses this feature - Administrators and managers ## Things to know - By default, the Modular Dashboard shows metrics for the current day for all your business units (BUs) regardless of trade or division. You can [filter the dashboard](/v1/docs/filter-dashboards-1) for specific dates and BUs. ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-26utidek.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) - All basic KPIs (except Call Booking Rate) correspond to columns from the [Business Unit Performance report template](/commercial/docs/business-unit-performance-report-template). You can use this report template to build a report that always matches the metrics in the Company Metrics section. You can then drill down the metrics in the report so you never have to guess what makes up the reported numbers. - Click **Information** for a KPI to view a detailed description. ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-4bjyxykj.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) - Only Invoice items connected to an Income GL Account will show on the dashboard. - Most of the metrics related to revenue share the date filter of Job **Completion Date**. > **Note**: Non-Job Revenue and Adj Revenue use the date filter of Invoice Date. - The metrics related to sales all use the date filter of Estimate **Sold On Date**. ## Revenue The *Revenue* section displays a meter showing completed and missed job revenue. ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-4j23nhzf.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) The meter is based on two KPIs: - **Total Revenue**: Sum of income items on completed job invoices. Income items are Pricebook items linked to an income general ledger (GL) account. - **Missed**: Estimated missed revenue from unbooked calls, unconverted jobs, and canceled jobs. Missed revenue is calculated based on booking rates and job invoice averages from the last 30 days. ## Trends This section displays interactive revenue trends by month or by week. ### 18 Month Trend ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-menn4t2b.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) By default, the dashboard displays a bar graph of revenue for the last 18 months. > [!TIP] > **Tip:** Hover over a month to view the revenue totals for that month compared to the same month from the previous year. ### 26 Week Trend ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-0g1k78i1.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) Click **Week Trend** to view a graph of weekly revenues for the last 26 weeks. > [!TIP] > **Tip:** Hover over a report node to see revenue totals for that week. ## Company Metrics The *Company Metrics* section looks at sales and revenue numbers, booking and conversion rates, and additional metrics. ### Sales and revenue metrics ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-h7vhspql.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) This section shows sales and revenue metrics. The following metrics are measured: - **Total Sales**: Total of Sold estimate subtotals. Includes both job and non-job estimate sales. Date filters apply to estimate sold on date. - **Closed Avg. Sale**: Average sold estimate subtotal of sales jobs that meet the job type sales threshold - **Completed Revenue**: Sum of income items on completed job invoices. Income items are pricebook items linked to an income GL account. - **Opportunity Job Avg.**: Average revenue per Job opportunity. A job opportunity is a completed job not marked as *No Charge*, or is marked as *No Charge* with an invoice subtotal that meets the job type Sold threshold. - **Non-job Revenue**: Total revenue from invoices not tied to a job, including Membership billing, counter sales, and Progress Billing. Date filters apply to invoice date. - **Adj. Revenue**: Revenue from adjustment invoices added to jobs. Date filters apply to adjustment invoice date. ### Booking and conversion metrics ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-azod3i10.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) The following metrics are measured: - **Call Booking Rate**: Percent of call leads that are booked into jobs. A call lead is an incoming call that lasts at least 60 seconds or is marked *Is* Lead. Date filter applies to call date. - **Total Conversion Rate**: Percent of completed jobs with an invoice subtotal that meets the job type sold threshold ### Additional metrics ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-3ab57iwc.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) The following miscellaneous metrics are measured: - **Customer Satisfaction**: Average score of ServiceTitan survey responses measured on a five point scale. Date filters apply to survey completion date. - **Total Cancellations**: Total number of canceled jobs. Date filter applies to cancellation date. - **Memberships Converted**: Total number of membership opportunities that resulted in a membership sale or renewal. A Membership opportunity is a completed job with a *Potential Member* or *Potential Membership Renewal* tag, or a completed job without a membership tag where a membership is sold or renewed. ## Tips for maximizing the use of company metrics Unsure how to get the most out of the data? This section provides some helpful tips to maximize the use of your reporting. ### Revenue vs Sales metrics ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-u9e62xzi.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) **Revenue**: Metrics highlighted in green in the image relate to revenue. These include: *Total Revenue, Missed Revenue, Completed Revenue, Opportunity Job Avg, Non-Job Revenue, Adj Revenue,* and *Total Conversion Rate* **Sales**: Metrics highlighted in orange in the image relate to sales. These include: *Total Sales* and *Closed Avg Sales*. ### Revenue calculations Wondering what makes up the different revenue metrics? ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-niit6uke.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) - **Total Revenue**: Completed Revenue + Non-Job Revenue + Adj Revenue - **Completed Revenue**: Income items from invoices tied to a job (these are most ServiceTitan invoices). - **Non-Job Revenue**: Income items from invoices that are not tied to a job, such as membership sales/renewals from the office, membership billing, progress billing, or counter sales. - **Adj Revenue**: Income items from adjustment invoices. ### Sales calculations Wondering what makes up the different sales metrics? ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboard-business-metrics-image-zg98zxc5.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) - **Total Sales**: Subtotal of all sold estimates with a sold on date within the selected date range. - **Closed Avg Sale**: Average estimate subtotal of closed opportunities > **Note**: This metric takes the total of all sold estimates and divides it by the number of closed opportunities, not the number of estimates. ### Why Total Sales does not match Completed Revenue Often the difference between the date filter for sales metrics vs revenue metrics is the key to understanding why these are different. Consider the following scenarios: - Within the selected dashboard date range an estimate has been sold but the corresponding install job has not been completed. - Within the selected dashboard date range an estimate has been sold but the corresponding install job has a completion date outside the date range. - A job with revenue that did not come from a sold estimate was completed within the date range. - Items on a sold estimate are not connected to an income GL account on the invoice when installed. - Invoice items booked from a sold estimate are updated or removed. The Total Sales will not always match Completed Revenue, but these metrics will still be correct. You can always [build a report](/commercial/docs/create-custom-reports) to see more detail. ### Opportunity vs No Charge Opportunity metrics give you the ability to shape how you want built-in ServiceTitan KPIs to calculate. Jobs in ServiceTitan at the highest level will fall into one of two classifications: - **Opportunity**: Job can increase or decrease the technician's close rate (estimates) or conversion rate (invoices) depending on if the sold threshold is met or breached. - **No Charge**: Job cannot decrease the technician's close rate (estimates) or conversion rate (invoices) but can increase either rate if the sold threshold is met or breached. ### Opportunity metrics A crucial aspect of opportunity metrics is that within a job that is an opportunity (not a No charge job), there are two sets of opportunity metrics: one set for sales and one set for revenue. #### Sales (Estimates) - Sales opportunity: A job that has the potential to become a close opportunity. - **Closed opportunity**: A completed job where the total of sold estimates meets the sold threshold. - **Close rate**: Number of closed opportunities compared to the number of sales opportunities. #### Revenue (Invoices) - **Job opportunity**: A job that has the potential to be converted. - **Converted opportunity**: A completed job where the invoice subtotal meets the sold threshold. This is also known as a demand money call. - **Conversion rate**: Number of converted opportunities compared to the number of job opportunities. > [!TIP] > **Tip**: See [What's a sold threshold?](/commercial/docs/what-s-a-sold-threshold) for more information. ## Different types of average metrics ### Revenue averages - **Opportunity job average**: Average revenue from only opportunity jobs. This is the metric on the dashboard and the ServiceTitan primary metric for *average ticket*. - **Total job average**: Average revenue from all jobs including no charge. - Converted job **average**: Average revenue from only opportunity jobs where the sold threshold has been breached (converted jobs). ### Sales averages - **Closed average sale**: Average of total sales from closed opportunities. This is the metric on the dashboard. - **Average sale from opportunity**: Average of total sales from all opportunities, including both closed opportunities and open opportunities. ## --- ### FAQ #### **Why don’t I see any** Replacement opportunity **data?** Replacement opportunities are used to track aging equipment to identify opportunities to sell customers new equipment. Make sure your pricebook is set up with equipment types and opportunity tags. For more, see [Set up replacement opportunities](/commercial/docs/set-up-your-account-for-replacement-opportunities). #### **Why aren’t membership sales appearing on the dashboard?** For a membership sale to appear on the Modular Dashboard, the membership must be sold or renewed on an invoice. Make sure your membership types are configured with membership sale and renewal tasks in your pricebook. For more, see [Create membership types](/v1/docs/create-membership-types). #### **How is a KPI calculated?** Each key performance indicator (KPI) on the Modular Dashboard is calculated differently. Click the **Information** icon at the top of a scorecard or module to view a scrollable list of the reported KPIs that includes: - Equivalent report template and column of the KPI - Brief definition - Calculation of the KPI - Dependencies and additional notes ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/dashboards-_-scorecards-faq-image-cdch2p1l.png?sv=2026-02-06&spr=https&st=2026-11-09T11%3A09%3A36Z&se=2026-11-09T12%3A09%3A36Z&sr=c&sp=r&sig=Cln0OeE7rfbpl21njPyVSnAKCXZ9scsuIYsuko%2B6jAo%3D) #### **My dashboard revenue seems low. What can I check?** The Modular Dashboard uses invoice items that are mapped to income general ledger (GL) accounts to calculate revenue. Make sure that all the pricebook items you want to count as revenue are mapped to income GL accounts. For more, see [Map Pricebook items to a QuickBooks General Ledger Account](/commercial/docs/qbd-onboarding-step-3-map-pricebook-items-to-a-quickbooks-general-ledger-account) and [Set up general ledger accounts](/commercial/docs/set-up-general-ledger-accounts). ## Want to learn more? - Visit ServiceTitan Academy to enroll in [Modular Dashboard](https://servicetitan.docebosaas.com/academy/learn/courses/320/Modular-Dashboard) - See [Create and edit custom dashboards](/commercial/docs/create-and-edit-custom-dashboards) - See [Edit custom reports](/commercial/docs/edit-custom-reports) The percentage of inbound calls that result in a booked job. **What it does:** Measures CSR effectiveness; a low CBR signals coaching needs or missed revenue opportunities from unanswered or mishandled calls. **Also called:** Call conversion rate **Tags:** Phones Pro [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) **a.k.a.** CBR The finalized billing document sent to a customer after work is completed, generated from job records in ServiceTitan. **What it does:** Records all work performed and charges for accurate payment collection, financial reporting, and accounting integration. **Also called:** Bill, Work order invoice **Tags:** Core [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) The core work record in ServiceTitan representing a service request, containing appointments, invoices, estimates, and notes. **What it does:** Acts as the operational and financial center of gravity for all work performed — everything is tied to a Job. **Also called:** Work order, Service ticket **Tags:** Core [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A formal price quote presented to a customer before work begins, created from Pricebook items in ServiceTitan. **What it does:** Gives customers a transparent breakdown of costs and enables the business to track conversion from estimate to sold job. **Also called:** Quote, Proposal **Tags:** Core [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) ServiceTitan's product and service catalog where all items, tasks, materials, and pricing are defined and maintained. **What it does:** Ensures pricing consistency across all technicians and CSRs and enables fast, accurate estimate and invoice generation. **Also called:** Price list, Service catalog **Tags:** Core [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A sales tech sells an estimate. -or- A service, maintenance, or install tech sells an estimate. -or- A CSR sells an estimate over the phone. Let's say the estimate total is below the sold threshold (the customer wants to schedule the work, but hasn't fully decided). [Learn more →](https://help.servicetitan.com/docs/understanding-estimates-vocab) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A job assigned to a technician that could result in a sale; the tech is expected to make the most of it. **It arises two ways:** - A sales tech sold an estimate and the office books the job, assigning a tech to perform the work. - A CSR books an incoming call and assigns a maintenance, install, or service tech directly (no sales tech dispatched). In both cases the opportunity belongs to the tech performing the work. [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) The minimum subtotal dollar amount when you consider a job or estimate to be converted. When an invoice subtotal on completed job meets the sold threshold, it's considered a converted job. When an estimate meets the sold threshold, it's considered a closed estimate. [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A recurring service contract sold to customers that provides scheduled maintenance visits and priority service at a set monthly or annual price. **What it does:** Creates predictable recurring revenue, improves retention, and gives a steady base of scheduled work for the dispatch board. **Where to find it:** Follow Up › Recurring Service Events. **Also called:** Maintenance plan, Service contract **Tags:** Core [Learn more →](https://help.servicetitan.com/docs/grow-recurring-revenue-with-memberships-1) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) Invoicing customers in stages as specific milestones of a large project are completed rather than in one lump sum at the end. **What it does:** Improves cash flow on large or multi-day roofing and commercial jobs by collecting partial payments throughout the project. **Also called:** Milestone billing, Staged invoicing **Tags:** Roofing / Exteriors [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A customer calls in who intends to hire someone (the lasts over 60 seconds). This is a call lead. What this triggers in ServiceTitan The call is classified as a lead. On the dashboard, the call lead appears as a Lead under Call Metrics. [Learn more →](https://help.servicetitan.com/docs/understanding-calls-vocab) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A prospective customer or job who presents a revenue-generating opportunity. In ServiceTitan, a Lead is an incoming call that lasts at least 60 seconds or is assigned the call reason, Is Lead. There are several types of Leads that you can use to report on different aspects of your business. For more, see Leads. [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A job for a customer who does not a current membership is considered a membership opportunity. These jobs have a Potential Member or Potential Renewal tag attached. A completed job without a potential member tag where a membership is sold or renewed is also considered a membership opportunity. [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A job where the customer isn’t charged for the service (e.g., recall and warranty jobs). It doesn’t affect technician conversion rates. Income items can be added to the invoice; if the subtotal is at or above the sold threshold, the job counts as converted. **a.k.a.** Non-convertible job, Unconvertible job [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A sales technician is dispatched to a marketing lead or technician-generated lead—these are sales opportunities. What this triggers in ServiceTitan When the sales technician creates one or more estimates for the customer, the opportunity appears Follow Ups. The opportunity includes all estimates created for that job. [Learn more →](https://help.servicetitan.com/docs/understanding-sales-vocab) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A job with an invoice subtotal greater than or equal to the sold threshold. [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) When an installed equipment item reaches the replacement age of that equipment type, a replacement opportunity tag displays on jobs and the customer's service location record. A replacement opportunity is a job with a replacement opportunity tag that is not marked as No charge. [Learn more →](https://help.servicetitan.com/docs/servicetitan-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)