Dashboard business metricsLast updated on 09/13/2022
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).
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 for specific dates and BUs.
All basic KPIs (except Call Booking Rate) correspond to columns from the 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 the Information icon for a KPI to view a detailed description.
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.
The Revenue section displays a meter showing completed and missed job revenue.
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.
This section displays interactive revenue trends by month or by week.
18 Month Trend
By default, the dashboard displays a bar graph of revenue for the last 18 months.
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
Click Week Trend to view a graph of weekly revenues for the last 26 weeks.
Tip: Hover over a report node to see revenue totals for that week.
The Company Metrics section looks at sales and revenue numbers, booking and conversion rates, and additional metrics.
Sales and revenue metrics
This section shows sales and revenue metrics. The following metrics are measured:
Total Sales—Total of sold estimate subtotals. 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
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
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
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.
Wondering what makes up the different revenue metrics?
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.
Wondering what makes up the different sales metrics?
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 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.
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 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.
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: See What's a sold threshold? for more information.
Different types of average metrics
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).
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.
Want to learn more?
Visit ServiceTitan Academy to enroll in Modular Dashboard
Important note: Some features may not be currently included in your account and additional configuration may be required. Please contact technical support for details.
Disclaimer: Information provided in this article is for informational purposes only and it should not be construed to be legal advice. Information provided in this article may also not constitute the most up-to-date legal or other information. You should not act or refrain from acting on the basis of any information in this article to meet any compliance requirements without seeking independent legal or other professional advice.