Marketing AnalyticsLast updated on 09/23/2022

The Marketing Overview page is the home for all your marketing efforts tracked in ServiceTitan.

With the updated version of the dashboard, you view your online and offline marketing campaigns side-by-side so you can analyze your marketing levels as a whole. Note: “Marketing” as defined in ServiceTItan is anything that has a campaign attributed to it. All metrics on this page represent the performance of these campaigns.

To view your marketing campaigns’ revenues, performance, geographic areas, and lead quality metrics, go to the navigation bar and click Marketing. The Marketing Overview is expanded by default.

From Marketing Overview you can:

• Click the date field at the top of the dashboard to open the date picker. You can:

  • • Use the calendar to select a specific date range and click Apply.

    • Use the left menu to select a preset date range:

      • Today: From 12:00 AM to the current time

      • Yesterday: Previous day, from 12:00 AM to 11:59 PM

      • Last 7 Days: Previous seven days, including the current date

      • Last 14 Days: Previous 14 days, including the current date

      • Last 30 Days: Previous 30 days, including the current date

      • Month to Date: From the first of the current month to the current day

      • Last Month: Entire month before the current month. For example, if the date is February 5, the entire month of January.

      • Last 90 Days: Previous 90 days, including the current date

      • This Quarter: Current quarter, including future dates. For example, if the date is April 25, from April 1 - June 30.

      • Last Quarter: Entire quarter before the current quarter. For example, if the date is April 25, from January 1 - March 31.

      • Quarter to Date: From the first day of the current quarter to the current day

      • Year to Date: From January 1 of the current year to the current day

      • Last 365 Days: Previous 365 days, including the current date

    The dashboard refreshes with data from the selected date range.

• Click Filter and select the advanced filters Source, Medium, Category, Campaign, and Business Unit (BU) to drill down the information on Marketing Overview. Then click Apply.

You can see the campaign with filtered information.

• Use the Business Unit (BU) filter to track marketing reporting data by invoice BUs they cover.  You can:

  • • Click the dropdown to select individual BUs.

    • To report on BU categories such as trade or division, click Filter , select the BU categories you want to include, and click Filter.

    The dashboard refreshes with data from the selected BUs. For more information on Marketing Overview filters, see Filter dashboards.

• View, manage and compare marketing revenue, marketing performance, performance chart, table, geographic area, and lead quality metrics. Additionally, it helps to add costs manually to the campaigns.

View marketing Return on Investment ROI

The top of this page shows how much revenue marketing is generating, the cost of that marketing, and the ratio between those two.

To see an overview of your marketing ROI and performance of your campaigns:

1. Go to the navigation bar and click Marketing.

2. In the Marketing Overview, view and analyze:

• Marketing Revenue—Total revenue generated for the chosen date range.

• Marketing Cost—Total expenses and costs for your marketing campaigns for the chosen date range.

• Expense to Income Ratio—The ratio of what you spend on marketing versus what you make from your marketing activity. The lower this number is, the better your return on investment. This is calculated as: (Cost) / (Marketing Revenue) * 100

View Marketing Performance

From the Marketing Performance section, you can view the key operational metrics for all campaigns created and tracked in ServiceTitan.

To determine trends in the overall performance of your marketing efforts, view and compare the total number of:

• Leads—Calls generated as leads as a result of advertising campaigns

• Cost per Lead—Cost of each lead generated by advertising campaigns

• Booked Jobs—Booked jobs as a result of advertising campaigns

• Ran Jobs—Jobs resulted from advertising campaigns and are in working or done status

• Costs per Ran Job—Cost of jobs resulted from advertising campaigns and are in working or done status

• Sold Jobs—Jobs that resulted in a sale as a result of advertising campaigns

Additionally, from the Sales Funnel, you can analyze if your advertising campaigns are profitable, or if you want to stop the campaigns to avoid more losses.

To check the overall sales performance of your marketing campaign, view and compare the following:

• Call Booking Rate—Percentage of Lead Calls resulted in Booked Jobs as leads as a result of advertising campaigns. This is calculated as: (Booked Jobs from lead calls) / (Lead Calls) * 100

• Run Rate—Percent of the Booked Jobs turned into Ran Jobs. This is a measure of how many booked jobs are not canceled or left unfulfilled. This is calculated as: (Ran Jobs) / (Booked Jobs) * 100

• Close Rate—Leads number turned into customers. This is calculated as: (Number of closed opportunities) *  (Number of sales opportunities)

  Sample Use Case for Marketing Performance

  In your Marketing Performance section, you observe that the Cost per Ran Job has increased when compared to the previous time period (which is a bad thing). You also see that the Booking Rate has decreased (also bad). This prompts an investigation into why Leads are not getting booked. After listening to some Call Recordings, you determine that the job board is booked out for two weeks and the potential customers are not willing to wait that long for a service. As a result, you pause your paid advertising efforts since most paid leads are not getting booked for the time being.

Performance chart

The Performance Chart shows your lead volume over time. View the total number of Leads that came in each day/week/month and the breakdown of whether those leads were from inbound calls, manual calls, or online bookings.

This helps determine which days had highs or lows in performance. For example, if you see a specific day that had above-average lead volume, click on the chart and view the label including information about the marketing efforts executed on that day.

Note: Online Bookings appear only if you are using the Web Scheduler tool of ServiceTitan. For more on the Web Scheduler, see Set Web Scheduler for Office Employees and Set Web Scheduler for Homeowners.

Performance Table

The Performance Table gives you a place to see how each of your campaigns and categories perform against each other. For example, you can see which campaigns are generating the most leads, ran jobs, and revenue for the least amount of cost.

In the Performance Table you can:

• Track the status, launch date, revenue, and more about each campaign.

• Click a campaign to see more details.

• Click the Categories or Campaigns tab to view how they perform

• Click the header of a column to sort it in ascending or descending order.

• View the Revenue column of your campaign when scrolling throughout your table. This helps you estimate how your campaign is performing.

Performance by Geography

View important metrics segmented by ZIP/Postal Code. This helps decide which neighborhoods to focus your marketing efforts on. For example, you could plan your next Direct Mail campaign to drop in ZIP codes with high average job values. You could also pause low-revenue ZIP codes from your Google Ads targeting so the budget gets spent on higher-value searchers.

In the Performance by Geography table you can:

• Track the status, launch date, revenue, and more about each campaign.

• Click the header of a column to sort it in ascending or descending order.

Lead Quality Metrics

View metrics related to Lead quality segmented by Lead Types and call reason reports. This helps to view the opportunities available and decide which Lead generation type needs more attention to help in growing your revenue.

In the Lead Quality Metrics table you can:

• Track the type, number, opportunities, revenue, and more about each lead.

• Click the header of a column to sort it in ascending or descending order.

• View the Revenue column of your leads when scrolling throughout your table.

• Track the call reasons for each received call.

• Track the Customer Lead Rate calculated as: (Call Lead Rate) = (Phone Call Leads / Inbound Calls)* 100

The Ads dashboard is similar to the Marketing Overview page, but with some key differences:

• Only data from integrated Google Ad campaigns appear

• A Funnel Metrics section

• The Performance Table includes additional metrics focused on ads to make data more comprehensive

The following highlights the different features of the Ads dashboard.

Important note: Google Local Service Ads is not a part of this page. This page only displays traditional Google PPC data, including Search, Display, and YouTube campaigns.

Funnel Metrics

View your Google Ads data within ServiceTitan. This section gives you a view of all of your impressions, clicks, and conversion data for all your integrated Google Ad campaigns.

Frequently asked question

Why are Sessions and Clicks different?

Clicks are pulled from Google Ads, while Sessions are pulled from Google Analytics. Clicks include all clicks on the ad, including clicks on Call Extensions which never make it to the website and therefore never result in a session. Also, if someone clicks on an ad and then closes the tab before the browser loads, a session is not recorded but a click is. The Conversion Rate is calculated using Sessions, not Clicks.

Why are Conversions and Leads different?

Leads are defined as phone calls that are longer than 60 seconds and are not dismissed. Also, leads, online bookings, and manual jobs, all are pulled from ServiceTitan. While Conversions are actions users took on your website and are set up in Google Ads.

Ads Performance Table

The Ads Performance Table provides additional metrics to report on. Scroll from left to right on the table to see advertising metrics and business metrics altogether at the campaign level. This impression-to-revenue funnel reporting is used when analyzing your campaign performance.

View Ads campaigns dashboards

Select an Ads campaign to review performance metrics for that Ads campaign. Metrics may differ between Ads campaigns, depending on their type. On a campaign page, you will be able to dive deeper into the performance of specific campaigns, and analyze the following:

1. Details about Ads such as campaign title, status, source, launch date, and campaign budget.

2. Date filter to select a date range or select a custom date range.

3. Performance Chart of the leads acquired, jobs booked, and acquisition of new customers. Additionally, you can view campaign revenues and costs.

4. Campaign performance metrics provide details across three KPIs:

   1. Campaign Funnel: Metrics about the campaign category’s funnel, including the total number of impressions, clicks, sessions, conversions, and transactions.

   2. Campaign Performance: Metrics about the campaign category’s performance, including the total number of leads, generated booked jobs, ran jobs, sold jobs generated, and the total revenue generated by the Ads.

   3. Campaign ROI: Metrics on revenue including the expense of income ratio, cost per lead, cost per ran lead, cost per acquisition, and the total cost of the Ads.

5. View the campaign performance by ad group. This table is the same as the Campaign Performance table but shows it broke down by Ad Groups.

6. View calls generated by the ads campaign, and the resulting jobs of the ads campaign. If a job was booked as a result of a call, you can click View Job to see the job.

The Attributed Calls section in Marketing Analytics lists inbound calls that came through a DNI phone number displayed on your website.

Attributed Calls section

In Attributed Calls section of Marketing Pro, you can track information about the attributed calls:

• Date/Time: When the inbound call is received

• Caller Number: Customer phone number that called you

• Tracking Number: The tracking phone number through which the customer called

• Call Length: How long the received call lasted 

• Call Type: See Understand call classifications

• Source: Social media and websites from where the call is received

• Medium: Track how you receive calls, such as social, organic, email, and other channels. 

• Campaign: Campaign name to which the call is attributed. For more information, see How DNI assigns call campaigns

• Click ID: ID generated automatically by your ads engine when an ad is clicked. This ID is sent to your landing page in a URL parameter.

• Customer Name: Name of the customer calling

• Call Recording: Recording of the call including the call details and tags Note: To listen to the call recording click Recording.

How DNI assigns call campaigns

DNI assigns call campaigns based on the values in the website URL. It reads UTM parameters, consistent with how Google Analytics determines web traffic sources. If the URL contains a Google Click ID (GCLID), then DNI automatically detects and assigns the correct Google Ad campaign to the call.

For Google Click ID (GCLID) calls, it initially appears as Direct Website Traffic, it is overwritten with the correct Google Ad campaign once Google provides the value, typically within 4 hours.

For DNI calls that come from a website with UTM parameters, the system automatically assigns a campaign to those calls based on the parameters. If that campaign does not currently exist in ServiceTitan, a new one is automatically created. For example, if a visitor has a URL of www.url.com?utm_source=yelp&utm_medium=referral, all calls will be assigned to an automatically generated Yelp Referral Traffic campaign.

Create tracking URLs for DNI

1. Ensure that you have ServiceTitan Dynamic Call Tracking (DNI) active for the URL that you are planning to use.

2. Click File > Make a copy. This helps you have your own version of this document that is editable.

3. Enter URL details:

   • Do you use ScheduleEngine?

   • Website URL

   • Source

   • Medium

   • Campaign

4. Copy and Paste the URL To Use onto whatever collateral or platform you want to be tracked. For example, https://www.servicetitan.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=Spring%20Sale

As a result, when a person clicks the URL and visits the Website, if they call the ServiceTitan DNI Tracking Number, ServiceTitan automatically assigns the Campaign and Category for that caller based on the UTM parameters in the URL as specified for the Campaign As It Will Appear in ServiceTitan and Category As It Will Appear in ServiceTitan fields. For the above example,

• Campaign As It Will Appear in ServiceTitan: Facebook Ads - Spring Sale

• Category As It Will Appear in ServiceTitan: Display

This pushes the conversions into Google Analytics with the same parameters. Export Attributed Calls list

To export the details of the attributed calls:

1. Go to Marketing Analytics > Attributed Calls.

2. Click Export CSV to download the information in XLSX format.

• See Dynamic Call Tracking using DNI

• See Google Ads Integration

• See Google Analytics Integration