Overview
Your team is dispatching jobs, technicians are running calls, invoices are flowing through to accounting. The systems are working — but as a manager or owner, what you need now isn't more configuration help. You need to know which reports to open every morning, which ones to pull before a Monday leadership huddle, and which ones to review when you sit down for a quarterly business review.
The reports that matter most to you live across ServiceTitan, but you don't have to chase them down one by one. This guide walks you through the Lead-to-cash workflow and shows you exactly which reports to use at each stage, who they're for, and how to use them to make decisions.
For each report, you'll get a short description, who runs it, the cadence we recommend, a quick "how to run it" pointer, and what to look for in the results.
About benchmarks in this article: ServiceTitan delivers personalized benchmark data through the Industry Benchmark Report, which compare your performance against an anonymized peer cluster matched to your trade, size, and region. Wherever you see a specific number in this guide, it's a published ServiceTitan threshold (for example, the 50% Dispatch utilization target). Everywhere else, treat your own peer-group benchmark as the source of truth — not a number you read in a help article — because the right number for a 6-truck residential HVAC shop in Atlanta isn't the right number for a 40-truck commercial plumbing operation in Phoenix.
How to think about ServiceTitan Max reporting
Before the report inventory, a quick frame: in ServiceTitan Max, your features are not separate reporting systems bolted onto ServiceTitan. They produce data that flows through a single reporting engine.
A lead booked through Scheduling shows up on the Modular Dashboard as a call lead. A Call routed through Contact Center and converted by a CSR shows up in the Unbooked and Abandoned Calls report and the Office Performance report template. A technician dispatched by Dispatch generates revenue that's measured in the Dispatch Pro Technician Performance report — and that same revenue rolls up into the Business Unit Dashboard - Revenue report. A Pricebook item flagged by Pricebook Smart Recommendations gets attached to an Estimate that flows into the Estimates report template. A Marketing campaign that sources a Job is attributed in the Campaign Summary report and rolls into completed revenue. A Field recording produces a scorecard that ties back to the same technician's performance in Core.
This means two things for you as a manager or owner:
You do not need to log into a separate dashboard. Reporting either lives inside the same Reports module you already use (under Reports > All Reports), or in dedicated screens within each feature. Either way, the data is interoperable.
The same KPI may exist in multiple reports, calculated slightly differently. Sales metrics in the Modular Dashboard filter by Estimate Sold Date. Revenue metrics filter by Job Completion Date. A technician's "average ticket" in the Technician Dashboard - Revenue report may differ from their "Closed Average Sale" in the Dispatch Pro Technician Performance report because the underlying KPI definitions vary. Hover over the info icon on any KPI to see exactly how it's calculated before drawing conclusions.
Your starting point: the Modular Dashboard
Before any specific report, this is your home base. The Modular Dashboard is the central reporting hub for owners and managers — real-time visibility into revenue trends, sales performance, call booking rates, customer satisfaction, and geographic performance.
Who runs it: Owners, GMs, Service Managers, Office Managers. Cadence: Daily — keep it open on a wall monitor with auto-refresh enabled (10, 30, or 60 minute intervals). Sections you'll use most:
Overall metrics — Revenue meters, sales KPIs, conversion trends, and opportunity job average (your "average ticket").
Call metrics — Inbound lead volume, booking rate, and a chronological list of unbooked and abandoned calls you can play back for coaching.
CSR metrics — Agent scorecards and booking-rate comparisons across your CSR team.
Heat map — Revenue and job density by ZIP code, useful for spotting market strengths and service gaps.
A note on KPI definitions: A call counts as a Call Lead when it lasts at least 60 seconds or is manually marked "Is Lead." A job counts as a Converted Opportunity when its Invoice subtotal meets or exceeds the Sold threshold defined on the job type. These thresholds live in Settings and directly affect every booking-rate and conversion-rate number you see.
Tip: Use the i icon next to any dashboard KPI to view its exact definition and filters. Two KPIs that sound similar ("Total Sales" versus "Completed Revenue") are calculated against different dates — Sales filters by Estimate Sold Date, Revenue filters by Job Completion Date. Aligning your filters before comparing is the single most common dashboard mistake.
Reports organized by workflow area
The rest of this guide walks the lead-to-cash workflow. At each stage, you'll find the reports a manager or owner uses, the specific feature reports that layer on top, and what to look for.
1. Demand Capture and Online Booking
This is where your customer journey starts — a Google search, a Marketing campaign, a phone call, or a click on your Scheduling Pro widget. You need to see whether demand is healthy, where it's coming from, and whether your booking funnel converts it.
Core report
Year-over-Year Analysis report template (also available as the built-in YOY Trends report)
Who: Owner, GM
Cadence: Monthly, quarterly
What it shows: Lead call volume, completed revenue, and other KPIs charted across years on a single visual.
How to run: Reports > All Reports, search "Year-Over-Year Analysis," then choose your KPI and date range.
What to look for: Sustained YOY growth in lead volume that doesn't translate to YOY revenue growth — that's a conversion problem, not a demand problem.
Marketing reports
Campaign Summary report template
Who: Owner, Marketing Manager
Cadence: Weekly during active campaigns, monthly for portfolio review
What it shows: Campaign-level revenue attribution, booking rate, revenue per lead, revenue per open, and ROI by campaign.
How to run: Reports > All Reports, filter by template "Campaign Summary."
What to look for: Campaigns with high open rates but low booking rates mean the creative is landing but the audience or offer needs work; campaigns with strong revenue per lead are candidates to scale.
Marketing analytics (in-product)
Who: Owner, Marketing Manager
Cadence: Weekly
What it shows: Aggregated campaign performance with revenue impact and channel comparison.
How to run: Navigate to Marketing Pro > Analytics.
Marketing Performance Email (automated)
Who: Owner, Marketing Manager
Cadence: Delivered automatically each week
What it shows: Top-performing campaigns and aggregate metrics, summarized for inbox review.
How to set up: Enable once in Marketing Pro settings — no manual run required.
Caution: Marketing ROI depends on assigning unique tracking phone numbers to every campaign. Without them, attribution is unreliable and the Campaign Summary report can't accurately tie revenue back to source. If your numbers look off, this is the first thing to verify.
Scheduling reports
Scheduling Pro Performance report template
Who: Owner, GM, Marketing Manager
Cadence: Weekly
What it shows: Total sessions, booking counts, and conversion percentage for your online booking widget.
How to run: Reports > All Reports, filter by "Scheduling Pro Performance."
What to look for: A widening gap between sessions and bookings signals a funnel problem — open the Funnel report next.
Scheduling Pro Funnel report template
Who: Marketing Manager, Owner
Cadence: Weekly when investigating booking issues, monthly otherwise
What it shows: Step-by-step progression through the scheduler — where customers drop off (ZIP code entry, service selection, schedule selection, contact info).
Columns to include: at minimum, Tenant ID, Tenant Name, Total Sessions, Session with Zipcode, Sessions with Schedule Step, Sessions with Customer Contact, and Booked Sessions (hover over any column name for its exact definition).
How to run it in ServiceTitan (single tenant):
In the top toolbar, go to Reports > All Reports.
Click Create Report.
Select Scheduling Pro Funnel Report as the report template.
Select the columns you want from the list above, then click Next.
On the Set Details screen, name the report, choose a category, and click Next.
Configure sharing on the Members & Access screen, then click Save.
Set your date range — presets include Last 7/30/90 Days, Month to Date, Quarter to Date, and more.
(Optional) Select Breakdown by Scheduler if you run more than one (for example, one for HVAC and one for Plumbing).
Click Run Report.
How to run it in Enterprise Hub (across multiple tenants):
In Enterprise Hub, go to Rollup Reporting.
On the Reports screen, click Create Report and select Scheduling Pro Funnel Report as the template.
Add Tenant ID, Tenant Name, and Brand Name as columns so you can tell locations apart, along with the columns listed above.
Name the report, set sharing, and click Save.
Use the Network / Tenant dropdown to choose which tenants to include, then set your date range.
(Optional) Select Breakdown by Scheduler, then click Run Report.
Tip: After the report loads, use Edit Columns to add, remove, or reorder columns without recreating the report, and apply column filters — for example, Booked Sessions greater than zero — to focus on schedulers that produced at least one booking in the period.
Reading the funnel: Each column represents a later step in the customer's journey, so the count should drop from left to right — what matters is where the biggest drop happens.
An early drop (Opened Sessions → ZIP code entered) usually points to a page-position or trust issue: widget buried, unclear call-to-action, slow load.
A mid-funnel drop (service selected → a time is shown) often means a service-area mismatch or an availability window that's too far out.
A late drop (contact info entered → booked) is usually form friction or a policy-language block on the final confirmation step.
Scheduling Pro ROI report template
Who: Owner
Cadence: Monthly
What it shows: Revenue, average ticket, and ROI by marketing source for jobs that originated through the scheduling widget.
What to look for: Rank marketing sources by total revenue to decide where to reallocate ad spend.
Prerequisites for accurate attribution: Scheduling Pro ROI depends on campaigns and UTM tracking being configured correctly upstream. If a session doesn't have a UTM source or Campaign ID attached, the ROI report can't attribute its revenue back to a source — those bookings land in an unattributed bucket and skew your rankings. Set this up before you rely on the report.
How to run it in ServiceTitan (single tenant):
In the top toolbar, go to Reports > All Reports.
Click Create Report, then select Scheduling Pro ROI Report as the template.
Include at minimum Total Sessions, Booked Sessions, Total Revenue, and Marketing Source or Campaign. Click Next.
Name it on the Set Details screen, set sharing on Members & Access, and click Save.
Run it against your date range, optionally breaking down by scheduler.
How to run it in Enterprise Hub (across multiple tenants):
In Enterprise Hub, go to Rollup Reporting > Create Report and select Scheduling Pro ROI Report as the template.
Add Tenant ID, Tenant Name, and Brand Name as columns.
Name it, set sharing, and click Save.
Use the Network / Tenant dropdown to pick which locations to include, then set your date range.
Tip: Use a date range that includes at least 30 days after the end of the booking period. Revenue attribution requires jobs to be completed and invoices to reach Posted or Exported status before they count in Total Revenue — running this on last week's bookings will typically underreport revenue.
Reading the results:
Rank marketing sources by Total Revenue first, not session volume — the source with the most sessions is often not the one with the most revenue.
Compare Average Ticket across sources: some produce high volume at a low ticket (routine service), others produce fewer bookings at a much higher ticket (installs and replacements) — both are valuable, but call for different investment strategies.
Watch for a large unattributed bucket — a sign your campaign or UTM configuration has a gap upstream.
Across Enterprise Hub tenants, variance in ROI for the same source usually points to local competitive dynamics or execution differences, not a source-quality problem.
Tip: When Scheduling, Marketing, and ServiceTitan revenue numbers disagree, the cause is almost always a date-filter mismatch — Scheduling filters on session/booking date, Marketing on its attribution window (typically 90 days post-touch), and ServiceTitan completed revenue on Job Completion Date. Make sure you're comparing apples to apples before raising an alarm.
2. Call Management and Lead Recovery
Once demand arrives — by phone — your contact center is the bottleneck.
Core reports
Unbooked and Abandoned Calls (built-in)
Who: Office Manager, GM
Cadence: Daily
What it shows: Every call that came in but didn't result in a booking, plus calls abandoned before an agent answered.
How to run: Reports > All Reports, search "Unbooked and Abandoned Calls."
What to look for: Listen to a sample daily for objection patterns ("too expensive," "I'll call back," "you can't come today") — coaching opportunities and pricing-signal data.
Office Performance report template
Who: Office Manager, GM, Owner
Cadence: Weekly
What it shows: CSR booking rates, call counts, and call center metrics.
How to run: Reports > All Reports, filter by "Office Performance."
What to look for: Variance across CSRs — a CSR consistently 15+ points below the team average on booking rate is a coaching priority, not a performance-review issue.
Contact Center reports
Queue Monitoring (real-time dashboard)
Who: Office Manager, Service Manager
Cadence: Continuous, during business hours
What it shows: Live queue depth, agent availability, hold times, and abandoned calls as they happen. Keep it visible on a wall monitor during peak hours.
What to look for: Hold times climbing while agents show as "Available" usually signals a routing or skills-mapping issue, not a staffing issue.
Agent Performance report
Who: Office Manager, Owner
Cadence: Weekly for team review, monthly for individual coaching
What it shows: Agent-level KPIs — total calls, talk time, hold time, transfers, wrap-up time.
What to look for: High transfer rates suggest a need for product training; long talk times with low booking rates suggest closing-skills coaching.
Tenant Performance report (multi-tenant)
Who: Owner of multi-location/multi-brand operations
Cadence: Monthly
What it shows: Call metrics rolled up by location or brand, for cross-location benchmarking.
Call Journey report
Who: Office Manager, for troubleshooting
Cadence: Ad hoc, when investigating a specific call or a customer complaint about wait time or misrouting
What it shows: Every event a single call passes through (entry point, queue, agent offered, transfers, hold, end).
Note: The Modular Dashboard's CSR metrics and the Contact Center Pro Agent Performance report both show agent performance but count things differently — the dashboard counts ServiceTitan call activity (Is Lead, 60-second minimum), while Contact Center counts every interaction handled. Use the dashboard for booking-conversion coaching and Contact Center reports for operational efficiency.
Marketing recovery reports
For calls that didn't book, Marketing Autopilot includes Missed Call SMS campaigns that automatically reach back out. Track recovery performance in the Campaign Summary report template, filtered to missed-call campaigns.
3. Smart Dispatching and Capacity
Once a job is booked, Dispatch decides who gets it. These reports tell you whether automation is improving outcomes versus manual dispatch.
Core reports
Adaptive Capacity Scheduling Utilization report template
Who: GM, Service Manager
Cadence: Weekly
What it shows: How effectively the Adaptive Capacity scheduling tool is being used during booking.
How to run: Reports > All Reports, filter by "Adaptive Capacity Scheduling Utilization."
Appointments (built-in)
Who: Service Manager, Dispatch Manager
Cadence: Daily
What it shows: Trucks rolled and individual job visit schedules.
How to run: Reports > All Reports, search "Appointments."
Dispatch reports
Dispatch Pro Utilization report template
Who: GM, Owner
Cadence: Weekly
What it shows: What percentage of dispatchable jobs Dispatch assigned automatically versus what dispatchers handled manually.
Benchmark: 50% minimum utilization (ServiceTitan published target) — higher is better.
What to look for: Below 50% typically means dispatchers are overriding the system on too many jobs; review which Job Types are being excluded and why.
Dispatch Pro Technician Performance report template
Who: Service Manager, Owner
Cadence: Weekly for team review, monthly for one-on-ones
What it shows: Technician-level revenue, sold estimates, conversion rate, and average revenue per job for technicians enabled in Dispatch Pro.
What to look for: Compare conversion rate and average revenue across technicians in the same Business Unit — conversion rate typically improves over the first 60–90 days under Dispatch as the system learns to route higher-value jobs to them.
Tip: Dispatch reports update hourly; technician performance and payroll data typically refresh once per day. Numbers you saw at noon may not match what you see at 5 PM exactly.
4. Field Execution and Mobile
Once the technician is on site, Field captures conversation data, scores performance, and surfaces follow-up opportunities — this is where coaching and revenue recovery matter most.
Core reports
Technician Dashboard - Revenue (built-in)
Who: Service Manager, Owner
Cadence: Daily team review, weekly one-on-ones
What it shows: Per-technician revenue and KPIs — average ticket, conversion rate, customer satisfaction.
What to look for: Technicians whose average ticket and conversion rate diverge sharply from the team — high ticket/low conversion can mean over-quoting; low ticket/high conversion can mean under-quoting.
Business Unit Dashboard - Revenue (built-in)
Who: GM, Owner
Cadence: Weekly
What it shows: Revenue and performance metrics aggregated by Business Unit.
Job Costing Summary (built-in)
Who: Owner, Controller, GM
Cadence: Monthly
What it shows: Job-level profitability — labor pay, labor burden, material costs, gross margin per job.
What to look for: Jobs where labor cost is significantly out of line with revenue — pricing errors, scope creep, or truck-level efficiency problems.
Field reports
Field Pro Insights (in-product)
Who: Owner, Service Manager
Cadence: Weekly
What it shows: Team-level trends in scorecards, common customer objections, win rate, and coaching engagement.
What to look for: Recurring objections across technicians are training opportunities for the whole team, not individual problems.
Field Pro Daily Email Digest (automated)
Who: Owner, Service Manager
Cadence: Delivered each morning
What it shows: The previous day's KPIs, prioritized Rehash opportunities, and a daily pulse on team engagement.
How to set up: Configure once in Field Pro user settings.
Field Standard: Usage Overview report template
Who: Service Manager, Owner
Cadence: Monthly
What it shows: Which technicians have Field enabled, recording activity, and engagement levels.
What to look for: Technicians enabled but with low recording counts may need a refresher on starting recordings consistently.
Field Standard: Atlas Questions report template
Who: Service Manager
Cadence: Monthly
What it shows: What technicians are asking Atlas for help with in the field — diagnostics, troubleshooting, parts lookup.
What to look for: Recurring questions on the same equipment model signal a training gap; recurring questions on the same procedure signal a knowledge-base gap your office team can close.
Form Submissions and quality
Form Submissions report template
Who: Service Manager, Compliance Manager
Cadence: Weekly
What it shows: Safety, training, and inspection form data captured in the field.
5. Dynamic Pricing and Estimates (Pricebook Pro)
Pricebook doesn't have a standalone "reports" suite the way Scheduling or Dispatch do. Its impact is measured through reports in ServiceTitan — you need to know which reports to point at Pricebook items, and what the in-product analytics actually tell you.
Core reports, filtered to Pricebook items
Estimates report template
Who: Sales Manager, Service Manager, Owner
Cadence: Weekly
What it shows: Open opportunities, sold estimates, sales performance, and conversion-to-sold percentage — filter to isolate estimates containing Pricebook items.
What to look for: Whether estimates with Pricebook recommendations attached close at a higher rate than estimates without.
Invoice Items report template
Who: Owner, Pricebook Manager
Cadence: Monthly
What it shows: Every item used on invoices, including which Pricebook items sell most often.
What to look for: Are your flat-rate items winning over custom items? Items rarely sold may be priced out of range — check Price Insights for a regional comparison.
Opportunity and Estimate Follow Up (built-in)
Who: Sales Manager, Office Manager
Cadence: Weekly
What it shows: Unsold estimates with follow-up tracking.
Pricebook in-product analytics
Price Insights — compares your prices against regional benchmarks for similar businesses; use it during a quarterly pricing review.
Smart Recommendations — suggests commonly sold services and products based on cross-tenant patterns. The Estimates report template, filtered to Smart Recommendation–sourced items, tells you whether technicians are actually attaching them.
Tip: Pricebook's value shows up as lifts in average ticket and close rate. Compare those trends in the Year-Over-Year Analysis report before and after Pricebook went live, then check your peer-cluster comparison in the Industry Benchmark Report for context.
6. Membership and Recurring Revenue
Memberships are a residential service business's most predictable revenue. These reports surface portfolio health, churn risk, and renewal pipeline.
Core reports
Membership Summary report template
Who: Owner, GM, Membership Manager
Cadence: Monthly
What it shows: Membership activity, cancellations, renewals.
Customer Memberships report template
Who: Office Manager, Membership Manager
Cadence: Weekly
What it shows: Renewal dates, billing, and membership status history per customer.
What to look for: Memberships approaching renewal in the next 30 days — push these into a Marketing renewal campaign.
Recurring services for Aging Equipment (built-in)
Who: Service Manager, Sales Manager
Cadence: Monthly
What it shows: Members with aging equipment approaching replacement age.
What to look for: Replacement-ready equipment is your highest-probability install pipeline — push these into a targeted Marketing campaign.
7. Invoicing, Collections, and Accounting Close
The back half of lead-to-cash. As an owner, this is your cash-flow window.
Core built-in reports
Jobs without Payments
Who: Office Manager, Controller
Cadence: Daily
What it shows: Completed jobs with outstanding balances.
Jobs with Empty Invoices
Who: Office Manager
Cadence: Daily
What it shows: Jobs where technicians failed to add billable items — direct revenue leakage.
AR Transactions report and related views (By Customer, By Job, By Location)
Who: Controller, Owner
Cadence: Weekly
What it shows: Outstanding invoices across aging buckets (30, 60, 90, 120+ days).
What to look for: Buckets growing month over month signal a collections-process problem, not a customer problem.
Export Error report (for Intacct, Xero, QuickBooks Desktop Web Connector)
Who: Controller
Cadence: Daily — schedule it for daily email delivery
What it shows: Sync errors between ServiceTitan and your accounting integration.
Tip: Schedule Jobs with Upcoming Appointments and Export Error for daily email delivery using Schedule reports — they become operational tripwires you don't have to remember to check.
Settlement reconciliation
If you accept credit cards, ACH, or mobile checks through ServiceTitan, daily reconciliation matters:
TSYS/Elavon Settlement report — credit card deposits
ProfitStars Settlement report — ACH and mobile check deposits
8. Fleet, Safety, and Workforce
If you have trucks on the road, Fleet reports tie driver behavior to safety scores and operational costs, layered on top of the core workforce reports every ServiceTitan Max customer uses.
Fleet reports
Fleet All Reports overview (hub)
Who: Owner, Operations Manager, Fleet Manager
Cadence: Reference daily; pull specific reports weekly.
Driver Score report
Who: Fleet Manager, Operations Manager, Owner
Cadence: Weekly
What it shows: A 0–100 safety rating per driver, weighted toward braking, speeding, acceleration, and idling.
Benchmarks (ServiceTitan published thresholds): Safe (75+), Watchlist (65–74), Risky (below 65).
What to look for: Focus coaching on Risky drivers first.
Event Report
Who: Fleet Manager
Cadence: Daily during high-alert periods, weekly otherwise
What it shows: Every speeding, idling, or hard-braking alert logged.
Trips Report
Who: Operations Manager, Fleet Manager
Cadence: Weekly, or ad hoc when investigating a specific vehicle
What it shows: Per-trip mileage, fuel usage, and operating cost.
Diagnostics Report
Who: Fleet Manager, Service Manager
Cadence: Weekly
What it shows: OBD-II fault codes for preventive maintenance.
Core workforce reports
These reports apply to every ServiceTitan Max customer.
Master Pay File (built-in)
Who: Owner, Controller, Payroll Manager
Cadence: Each pay period
What it shows: Gross pay aggregated by employee — paid labor, performance bonuses, adjustments.
Timesheet Exception reports — Late Clock Out, Early Clock In, Excessive Idle Time, Overtime Alert
Who: Service Manager, Office Manager, Owner
Cadence: Weekly
What they show: Time clock anomalies and overtime risk.
What to look for: Patterns across the same technicians or business units are coaching opportunities, not just payroll cleanup.
Technician Location Exception (built-in)
Who: Service Manager
Cadence: Weekly
What it shows: Cases where a manual time punch happened far from the job location, using native GPS for accuracy.
A recommended cadence
Here is one workable rhythm for a manager or owner on ServiceTitan Max. Adjust to match your business.
Daily
Modular Dashboard (wall monitor)
Contact Center Queue Monitoring (business hours)
Field Daily Email Digest (automatic)
Jobs without Payments, Jobs with Empty Invoices, Export Error (scheduled to email)
Weekly
Office Performance, CSR Metrics, Unbooked and Abandoned Calls
Technician Dashboard - Revenue, Business Unit Dashboard - Revenue
Dispatch Utilization, Dispatch Technician Performance
Scheduling Performance and Funnel
Campaign Summary
AR Transactions
Timesheet Exceptions
Fleet Driver Score and Event Report, if you've added Fleet Pro
Monthly
YOY Trends, Month-over-Month Analysis
Job Costing Summary
Membership Summary, Customer Memberships, Recurring Services for Aging Equipment
Scheduling ROI
Field Insights
Pricebook impact review (Estimates and Invoice Items filtered to Pricebook items)
Quarterly
Industry Benchmark Report review (TitanAdvisor)
Pricing strategy review using Price Insights regional comparisons
Team-level coaching plans built from Field Scorecards
Setting up reports and access
A few foundational items that apply to everything above:
Permissions — Manager and Owner roles need view (and ideally edit) access to all reports they're expected to use. See Set view and edit report permissions and Bulk set view and edit report permissions. Sensitive financial reports (Master Pay File, Job Costing) require additional report-related permissions — see Set reports-related permissions for office employees.
Business Units — Most reports filter by Business Unit. Make sure yours are configured and mapped to trades correctly — see Add and edit business units.
Scheduling and automation — Use Schedule reports to push daily and weekly reports to inboxes. Don't make your team remember to log in.
Bookmark frequently used reports — see Bookmark reports. Faster access reduces friction and increases the chance reports actually get used.
Want to learn more?
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