Use Marketing Pro Ads Analytics

Overview

Use Marketing Pro Analytics for an extensive view of your Ads marketing data. With Marketing Pro Analytics, you can:

• Easily compare your Ads campaigns

• Obtain clear visibility across your entire marketing funnel

• Measure Return on Investment (ROI) in real-time and make the adjustments you need with integrated cost data

• View Ads campaign analytics in detail to understand how marketing impacts the full customer journey, from impression to completed job

View Marketing Overview

Use the Marketing Overview screen to track all your marketing efforts in ServiceTitan. Here, you can see your online and offline marketing campaigns side-by-side to help you 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 screen represent the performance of these campaigns.

To view your marketing campaigns' revenue, performance, geographic areas, and lead quality metrics:

1. Go to the navigation bar and click Marketing .

2. In the side menu, click Marketing Overview. The Marketing Overview screen opens. 

3. At the top of the Marketing Overview screen you can:        

   • Click the Show Data By dropdown and select an attribution model:

     • First Touch: Credits the campaign that started the campaign journey.

     • Last Touch: Credits the campaign that immediately preceded the conversion.

     • Assigned Campaign: Uses your existing attribution settings, including manual overrides. For more, see Marketing Pro Ads Smart Attribution.

     

• Use the Campaign Override dropdown to include or exclude manual changes made by office employees.

  Note: Manual attribution occurs when a customer service representative (CSR) or other employee changes the marketing campaign of a job from its original setting.

  • Include Manual Attribution: The dashboard includes all manual changes.

  • Exclude Manual Attribution: The dashboard shows metrics with the original campaign assignment and ignores manual changes.

• Click the date field at the top of the dashboard to open the date picker. From here, you can:                

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

    • This Week: From Monday through Sunday of the current week.

    • Week to Date: From Monday through the current date of the current week.

    • Last 7 Days: Previous seven days, including today.

    • Last 14 Days: Previous 14 days, including today.

    • Last 30 Days: Previous 30 days, including today.

    • 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 today.

    • 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 today.

    • Last Year: From January 1 of the previous year to December 31.

4. The dashboard refreshes with data from the selected date range.        

   • Click Filter to display filtering options. From here, you can filter by Source, Medium, Campaign, Category, and Business Unit (BU), then click Apply. This narrows down the analytics on the Marketing Overview screen to your filter selection.                

     Note: The Business Unit (BU) filter tracks marketing reporting data by the campaign BUs they cover. You can assign BUs to your campaigns in Settings > Operations > Campaigns. This does not filter by invoice or job BU. For more on filters, see Filter dashboards.

                

   • Set up your dashboard to show either the Expense to Income Ratio or ROI for your marketing efforts. To switch between them, click More next to the metric and choose Switch to Expense to Income Ratio or Switch to ROI. For more, see the View your marketing Return on Investment ROI section below.

     Note: This setting also controls whether the Performance Table shows the Exp-Inc-Ratio or ROI column. If you choose Expense to Income Ratio, the table will show the Exp-Inc-Ratio column. If you choose ROI, the table will show the ROI column.

                

View your marketing Return on Investment ROI

The top of the Marketing Overview screen shows how much revenue the marketing effort is generating and the cost of that marketing. Depending on your settings, the screen also shows the Expense to Income Ratio or ROI.

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 side menu, select Marketing Overview.

3. In the Marketing Overview screen that opens, you can 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 or ROI:                

     • 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: (Marketing Cost) / (Marketing Revenue) * 100%.

     • ROI: The ratio of what revenue you make from marketing versus what you spend on your marketing activity. The higher this number is, the better your return on investment. This is calculated as: (Marketing Revenue) / (Marketing Cost) * 100%.

   Note: To switch between these two metrics on the dashboard, click More next to the metric and then Switch to Expense to Income Ratio or Switch to ROI.

View Marketing Performance

In the Marketing Performance section of Marketing Overview, 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:

• Assisted Leads: All qualified leads including:        

  • Calls generated as leads as a result of advertising campaigns

  • Booked calls

  • Unbooked calls lasting over 60 seconds, unless excused

  • Excused calls with the reason set to Is Lead

  • Abandoned or excused calls if the customer books a job within 7 days of the call

  • Manual Calls

  • Lead forms received from the API or Zapier

  • Bookings received from the API or Zapier

• 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

Use the Sales Funnel section to 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: Number of Leads converted into customers. This is calculated as:
  (Number of closed opportunities) * (Number of sales opportunities)         

  Sample Use Case for Marketing Performance: For example, in the 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.

View the Performance Chart

The Performance Chart section of Marketing Overview 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, hover over that part of the chart to view information about the marketing efforts executed on that day.

Note: Online Bookings appear only if you're using Web Scheduler. For more on Web Scheduler, see Set Web Scheduler for Office Employees and Set Web Scheduler for Homeowners.

View the Performance Table

In the Performance Table section of Marketing Overview, you can see how each of your campaigns, ad groups, categories, and keywords perform against each other. For example, you can see which campaigns are generating the most leads, resulting in booked jobs, and generating revenue for the least amount of cost.

You can:

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

• Click Edit Columns to select and rearrange the columns you want to include in the table.

• Click a campaign to see more details.

• Click the Campaigns, Ad Groups, Categories, or Keywords 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 through your table. This helps you estimate how your campaign is performing.

• View the Exp-Inc-Ratio or ROI column when scrolling through your table. This helps you estimate how a category, campaign, Ad group, or keyword is performing.

  Note: If the dashboard is set to show the Expense to Income Ratio metric, this table will show the Exp-Inc-Ratio column. If the dashboard is set to show the ROI metric, this table will show the ROI column.

• Add the following columns to highlight undervalued campaigns:        

  • Assisted Leads: Total where a campaign was a touchpoint, even if another campaign received primary attribution.

  • Assisted Jobs: Total jobs where a campaign supported the journey but did not receive primary attribution.

  • Assisted Revenue: Total revenue from jobs where a campaign assisted but did not receive primary attribution.

Tip: It's likely that your offline campaigns don't have a cost value associated with them. These costs can be added manually on a daily or monthly basis. For more on adding campaign costs and ROI calculations, see the Understand campaign costing and return on investment (ROI) section of Use marketing analytics.

Analyzing your campaign ROI side-by-side

For example, when looking at the Performance Table, you notice that your Direct Mail campaign generates $10K a month, but only costs $500. On the other hand, you see that leads from a Lead Aggregator bring in $5K a month, but cost you $4K. So you decide to stop spending with that Lead Aggregator and reallocate the budget towards Direct Mail.

View Geography Analysis

The Geography Analysis section of Marketing Overview shows metrics related to jobs in a particular region. This information is divided into two tabs:

• ZIP or Postal Code Performance: This lets you know which neighborhoods to focus your marketing efforts on. For example, you can plan your next Direct Mail campaign to drop in ZIP codes with high average job values. You can also pause low-opportunity ZIP codes from your marketing budget to spend on higher-value customers.

• Insights, supported by Titan Intelligence (TI): This helps you discover new markets. These reports use propensity modeling which is a set of approaches that help to predict the behavior of the target customer by analyzing historical purchase data of the neighborhood.

You can:

• Track marketing performance according to ZIP codes, ran jobs, average job values, and revenue. 

• Use the opportunity predictor supported by Titan Intelligence (TI) that predicts the buying behavior of the ZIP codes. Titan Intelligence categorizes neighborhoods into High, Medium, and Low opportunities. For more, see Titan Intelligence Overview. 

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

View Lead Quality Metrics

Use the Lead Quality Metrics section of Marketing Overview to view metrics segmented by Lead Types and Call Reason Reports. This helps you view the opportunities available and decide which Lead generation type needs more attention to help grow your revenue.

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

View Ads Analytics

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

• Only data from integrated Google Ad campaigns appear

• It includes a Funnel Metrics section

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

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

To view analytics for your integrated Google Ad campaigns:

1. Go to the navigation bar and click Marketing .

2. In the side menu, click Ads. The Ads screen opens. 

View Funnel Metrics

In the Funnel Metrics section of Ads, you can 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.

View the 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.

Tip: Click Edit Columns to select and rearrange the columns you want to include in the table.

Sample Use Case

Your marketing agency is excited about their results last month: they delivered a cost/lead of $50, which is the lowest it's ever been! You look at this table to see which campaigns are contributing most to this success. Upon further review, you see that while the cost/lead is looking good, the actual revenue from those campaigns is low. Looking across the table of metrics, you notice that the average ticket (average revenue per job) is only $59, which is your dispatch fee. So while the agency is successfully getting you leads, the quality of those leads is low and you are actually losing money with your advertising. After collaborating with your agency, you discover that Google's Smart Bidding is prioritizing the budget towards the keyword "cheap HVAC repair". Your agency decides to pause all keywords with "cheap" in them and instead guides the budget towards more expensive keywords but with higher quality.

View Ads campaigns dashboards

Select an Ads campaign in the Performance Table to review performance metrics for that Ads campaign.

Note: Metrics may differ between Ads campaigns, depending on their type.

On an Ads campaign dashboard, you can 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:        

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

   • 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.

   • 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 broken down by Ad Groups.        

   Tip: Click Edit Columns to select and rearrange the columns you want to include in this table.

      

6. View the campaign performance by keyword. This table is the same as the Campaign Performance table but shows it broken down by Keyword.        

   Tip: Click Edit Columns to select and rearrange the columns you want to include in this table.

      

7. Track all your leads attributed to the ads campaign. You can also view details for your leads from inbound calls, lead forms, web bookings, and manual calls. For more, see the View Attributed Leads section below. 

View Ads campaigns dashboards

Select an Ads campaign in the Performance Table to review performance metrics for that Ads campaign.

Note: Metrics may differ between Ads campaigns, depending on their type.

On an Ads campaign dashboard, you can 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:        

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

   • 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.

   • 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. 

View Attributed Leads

In the Attributed Leads screen, you can track all your leads. You can also view details for your leads from inbound calls, lead forms, web bookings, and manual calls.

Note: You can also find the Attributed Leads table in the Marketing Overview and Ads screens in Marketing Pro, as well as each category and campaign dashboard.

From here, you can track the following information about your Attributed Leads:

• Date/Time: When the lead is received

• Lead Type: The type of lead. Options include Inbound Call, Lead Form, Web Booking, or Manual Call.

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

• Medium: How you received the lead, such as social, organic, email, and other channels

• Campaign: Campaign name to which the lead is attributed

• Ad Group: Ad group to which the lead is attributed

• Keyword: Keyword to which the lead is attributed

• Customer Name: Name of the customer

• Job: Job generated from the lead

You can also:

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

• Click a customer name or job to see more details.

• Click the Inbound Calls, Lead Forms, Bookings, and Manual Calls tabs to view more details for that lead type.

View Inbound Calls tab

On the Inbound Call tab, you can view your inbound call leads.

The table includes the following information for each inbound call:

• Date/Time: When the call is received

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

• Medium: How you received the call, such as social, organic, email, and other channels

• Campaign: Campaign name to which the call is attributed

• Ad Group: Ad group to which the call is attributed

• Keyword: Keyword to which the call is attributed

• Customer Name: Name of the customer calling

• Call Source: Whether the call was received through a DNI tracking number or a static campaign tracking number

• Caller Number: The 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

• Job: Job generated from the lead if available

• URL: The URL tracked if the call came through DNI

• Call Recording: Recording of the call including the call details and tags        

  Note: To listen to the call recording click Recording.

     

View Lead Forms tab

On the Lead Forms tab, you can view your lead forms leads.

The table includes the following information for each lead form:

• Date/Time: When the lead form is received

• Lead ID: Links to the lead record in the Follow Up section

• Lead Status: Open, Converted, or Dismissed

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

• Medium: How you received the lead form, such as social, organic, email, and other channels

• Campaign: Campaign name to which the lead form is attributed

• Ad Group: Ad group to which the lead form is attributed

• Keyword: Keyword to which the lead form is attributed

• Customer Name: Name of the customer submitting the lead form

• Job: Job booked from the lead if available

• URL: Landing page URL that the lead form submission originated from

• Notes: Notes from the lead record

View Bookings tab

On the Bookings tab, you can view your web booking leads.

The table includes the following information for each web booking:

• Date/Time: When the web booking is received

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

• Medium: How you received the web booking, such as social, organic, email, and other channels

• Campaign: Campaign name to which the web booking is attributed

• Ad Group: Ad group to which the web booking is attributed

• Keyword: Keyword to which the web booking is attributed

• Customer Name: Name of the customer submitting the web booking

• Job: Link to the job booked from the lead if available

View Manual Calls tab

On the Manual Calls tab, you can view your manual call leads.

The table includes the following information for each manual call:

• Date/Time: When the manual call is created

• Source: Where the manual call is received from

• Medium: How you received the manual call

• Campaign: Campaign name to which the manual job is attributed

• Original Campaign: Campaign manually selected when the manual job is created

• Ad Group: Ad group to which the manual call is attributed

• Keyword: Keyword to which the manual call is attributed

• Attribution Overwrite: Whether the manually selected campaign was overwritten using the 7-day attribution window logic for abandoned or excused calls or the job window attribution. For more, see Marketing Pro Ads Smart Attribution.        

  Note: If the manually selected campaign is not overwritten, this field is blank.

  • Inbound Call: Links to the call recording for the call used to overwrite the original campaign attribution

  • Lead Form: Link to the lead record used to overwrite the original campaign attribution

  • Booking: Link to the job record that resulted from the booking

  • Previous Job: Link to the job record used to overwrite the original campaign attribution

• Customer Name: Name of the customer the manual call is created for

• Job: Link to the job booked from the lead if available

Download the Attributed Leads list

To export the details of the Attributed Leads:

1. Go to Marketing Analytics > Attributed Leads.

2. Select the tab and date range you want to export details for.

3. Click Download to download the information as a CSV file.

Want to learn more?

• See Dynamic Call Tracking using DNI

• See Google Ads Integration

• See Google Analytics Integration