Overview
After 90 days of live operations on ServiceTitan Max, you have enough data to see how each piece of the platform is actually performing in your business — what your team has adopted, what's being underused, and where you have room to grow. This article gives admins and owners a structured checklist for pulling that data out of ServiceTitan, reading it through a workflow lens, and turning it into a concrete next-step plan for each Max component.
ServiceTitan Max brings Marketing, Scheduling, Contact Center, Dispatch, Pricebook, Field, Fleet (optional), and Atlas together with ServiceTitan Core as one connected workflow. Your 90-day review should reflect that — instead of grading seven products one at a time, you're checking how the full Lead-to-cash journey is running and where each capability is or isn't pulling its weight.
Note: This guide assumes you've completed Core setup, gone live with the features in your package, and have at least 90 days of operational data.
Who this is for
Admins / Office Managers — Running the reports, configuring filters, exporting data, and tracking where features are underused.
Managers / Owners — Interpreting the results, making decisions about coaching, configuration changes, or expanded rollout.
Before you begin
Confirm the following before you start pulling reports. Skipping this prep is the most common reason a 90-day review produces misleading numbers.
Set the date range. Use the last 90 calendar days as your reporting window. Apply the same window to every report so results are comparable.
Confirm Business Unit setup. Most reports include business unit filters. If your business units aren't mapped to your trades or divisions, your numbers will be wrong or incomplete. See the Reports article for setup details.
Confirm report permissions. Make sure your user has view access to the reports referenced in this checklist. If not, see Set reporting permissions.
Decide your benchmarks. ServiceTitan does not publish universal adoption benchmarks for each feature, and what counts as "healthy" varies by company size, trade, and goals. Before you start, write down what success looks like for your business in each area (for example, "We want 25% of bookings coming through online self-scheduling" or "We expect 80% of jobs to use a Pricebook Estimate"). Compare results against those targets, not against an industry average.
Pick one person to own the review. Adoption reviews stall when the data lives in one person's head and the action items live in another's. Assign one admin or owner to run the full checklist, document the findings, and own the follow-ups.
Tip: Schedule each report you use in this checklist so it runs automatically every 30 days going forward. That turns the 90-day review into an ongoing rhythm instead of a one-time project. See Schedule reports.
How to use this checklist
The checklist is organized by workflow phase, not by product. ServiceTitan Max customers experience the platform as one connected journey from first customer touch to Invoice paid, so this review walks the same path. Each phase covers:
Reports to run — Which built-in or custom reports to pull from the Reports area of ServiceTitan.
Adoption signals — What to look for in the data to gauge whether the capabilities in that phase are actually being used.
Underused-feature flags — Specific patterns that indicate something in your Max package isn't being used to its potential.
Next steps — Concrete actions you can take when adoption is low.
Work through each phase in order. At the end, you'll have a prioritized list of next steps across all Max components.
Phase 1 — Demand Capture & Online Booking
Capabilities in this phase: Scheduling (online self-scheduling), Marketing (campaign attribution and lead capture).
Reports to run
Web Booking Report (built-in) — Total online bookings completed in the last 90 days, with conversion data.
Web Booking Summary Report (built-in) — Aggregate view of online booking activity.
New Customers Report (built-in, Marketing) — New customers acquired in the window, with source attribution.
Customer List Report (built-in, Marketing) — Use to segment by lead source and campaign.
Email Delivery Status Report (built-in, Marketing) — Marketing email performance.
Adoption signals to look for
Online booking share of total bookings. What percentage of jobs booked in the last 90 days came through the Scheduling online widget versus a phone Call? Compare against the target you set in Before you begin.
Online booking conversion rate. Of customers who started a web booking, how many completed it? A low conversion rate often points to a configuration issue (too few Job Types exposed, restricted availability windows, missing service areas) rather than a demand problem.
Lead source diversity. Are bookings coming from multiple Marketing campaigns and sources, or is one channel carrying the whole funnel?
Email engagement. What are your open and click rates on Marketing emails? Are automated campaigns (post-Job follow-ups, Membership renewals, win-back) actually firing, or do you see low send volumes?
Reputation activity (if Reputation Management is enabled in Marketing ). Are Review Requests going out after jobs, and what's the response rate?
Underused-feature flags
Online bookings are under your target percentage of total bookings → Scheduling widget isn't being promoted to customers, or available job types are too narrow.
Marketing has fewer than a handful of active automated campaigns running → marketing automation is configured but isn't being used.
Email delivery report shows high bounce or unsubscribe rates → list hygiene issues.
New customers report shows no attributed source for most new customers → Marketing attribution isn't being captured at booking.
Next steps
If online booking share is low: review which job types are exposed in the Scheduling widget, confirm the widget is embedded on your website and prominent in your marketing materials, and check that booking windows aren't artificially limiting availability.
If campaigns are underused: identify one automated campaign to enable next month (post-job follow-up is usually the highest-leverage starting point).
If lead source attribution is missing: confirm that all booking entry points (web, phone, walk-in) are tagged with a campaign or source at booking time.
Document one specific goal for the next 30 days (e.g., "increase online booking share by 5 percentage points").
Phase 2 — Call Management & Lead Recovery
Capabilities in this phase: Contact Center (call handling, routing, recording), Marketing (lead recovery campaigns).
Reports to run
Unbooked and Abandoned Calls Report (built-in, Operations) — Inbound calls that didn't convert to a booked job.
Office Activities Report (built-in, Operations) — CSR activity volume and outcomes.
Appointments Report (built-in, Operations) — Booking volume by source, with CSR attribution.
Custom report built from the Calls or Customer Interactions report template (if available in your version) — for deeper CSR-level conversion data. See Custom report template guides.
Adoption signals to look for
Booked-to-Unbooked call ratio. Of inbound calls in the last 90 days, what percentage resulted in a booked job? A high unbooked rate is the single biggest revenue leak Contact Center is designed to close.
Abandoned Call rate. How many callers hung up before reaching a CSR? This indicates capacity or routing issues that Contact Center features (overflow routing, callback queueing) can address.
Lead recovery follow-up. Are unbooked calls being followed up on through a Marketing lead recovery campaign, or are they being lost?
CSR coverage and consistency. Office Activities should show consistent activity across CSRs — major gaps may mean some staff aren't using the platform fully.
Underused-feature flags
Abandoned call rate is meaningfully above zero with no overflow or callback routing configured → core Contact Center routing features aren't set up.
Unbooked calls have no follow-up activity logged → no recovery process is in place.
Call recordings exist but aren't being reviewed for coaching → coaching loop isn't closed.
CSRs aren't tagging call reason or outcome consistently → reporting accuracy degrades, and Titan Intelligence features that depend on this data work poorly.
Next steps
If unbooked rate is high: pull a sample of unbooked call recordings, identify the top 2–3 booking objections, and brief the CSR team on responses.
If lead recovery isn't running: configure a Marketing automation to follow up on unbooked calls within 24 hours.
If CSR tagging is inconsistent: review your call reason/outcome dropdowns, simplify if needed, and retrain.
Set one CSR-level goal for the next 30 days (e.g., "raise booked-call rate from X% to Y%").
Phase 3 — Smart Dispatching & Capacity
Capabilities in this phase: Dispatch Pro(Titan Intelligence–powered dispatching), Atlas (mobile dispatch acceptance and updates), ServiceTitan Dispatch Board.
Reports to run
Appointments Report (built-in, Operations) — Appointment volume, completion rate, and on-time performance.
Technician Dashboard – Revenue Report (built-in, Technician) — Per-technician revenue and job mix.
Technician Location Exception Report (built-in, Technician) — GPS-based exceptions, useful for verifying that scheduled and actual job execution match.
Jobs with Upcoming Appointments Report (built-in, Operations) — Pipeline visibility.
Custom report built from a Dispatch or Jobs report template — for Dispatch Pro suggestion acceptance, technician utilization, and route quality.
Adoption signals to look for
Dispatch suggestion acceptance rate. When Titan Intelligence suggests an assignment or optimization, how often is your team accepting it? Low acceptance usually means dispatchers don't trust the suggestions yet — that's a training and configuration issue, not a product issue.
Technician utilization. Across the 90 days, how full are technician days? Are there persistent gaps that capacity planning could fill?
Job mix per technician. Are high-value job types going to the best-matched technicians, or is dispatch defaulting to manual habits?
On-time arrival rate. Atlas / ServiceTitan Field Mobile App should give technicians clear schedules and ETAs. If on-time performance is poor, mobile workflow adoption may be lagging.
Underused-feature flags
Dispatch Pro is enabled but most assignments are still being made manually on the dispatch board → dispatchers aren't using suggestions.
Technician utilization is uneven, with some techs heavily booked while others have gaps → Capacity Rules or skill mapping need tuning.
Technician Location Exception report shows frequent gaps between scheduled and actual locations → mobile usage may be inconsistent.
Atlas / ServiceTitan Field Mobile App login frequency is low for some technicians → they're working off paper or texts, not the platform.
Next steps
If Dispatch suggestions are being ignored: review the rule configuration with your dispatchers, walk through 5–10 recent suggestions together, and identify whether the issue is configuration, trust, or training.
If utilization is uneven: review skill assignments and capacity rules; verify that technician availability is accurate.
If mobile adoption is inconsistent: confirm that every technician has the ServiceTitan Field Mobile App installed and logged in, and that paper-based or text-based workflows are formally retired.
Set one dispatch-level goal for the next 30 days (e.g., "raise Dispatch suggestion acceptance to X%").
Phase 4 — Dynamic Pricing & Estimates
Capabilities in this phase: Pricebook (managed flat-rate pricebook, Smart Recommendations), ServiceTitan Core estimates, Field (AI-assisted in-field selling).
Reports to run
Opportunity and Estimate Follow Up Report (built-in, Operations) — Open and opportunities.
Custom estimates report built from the Estimates report template — for close rate, average ticket, and estimate-to-job conversion by technician.
Custom invoice items report built from the Invoice Items template — to see whether technicians are using Pricebook line items consistently or off-pricebook entries.
Adoption signals to look for
Estimate presentation rate. What percentage of jobs in the last 90 days included at least one estimate? Pricebook and Field both depend on technicians presenting options.
Good/better/best presentation rate. Of estimates presented, how many showed multiple options? Pricebook is specifically designed to support multi-option presentations.
Average ticket and close rate. Compare against your pre-Max baseline. Pricebook Pro and Field should both be moving these numbers.
Pricebook usage consistency. Are technicians selecting from the Pricebook catalog, or entering manual line items? Manual entries suggest the pricebook is missing items technicians need or that technicians aren't searching it effectively.
Field engagement. Are technicians using Field Pro's AI suggestions in the field?
Underused-feature flags
Significant share of invoice line items are off-pricebook → Pricebook catalog isn't complete enough or technicians aren't trained to search it.
Estimates are typically single-option → good/better/best workflow isn't in practice.
Close rates haven't moved post-Max go-live → coaching loop on estimate presentation isn't closed.
Smart Recommendations exist in the Pricebook configuration but aren't being applied at estimate time → feature is set up but unused.
Next steps
If off-pricebook items are common: pull the top 20 manual line items and either add them to the pricebook or train technicians on where they already exist.
If multi-option presentation is low: run a coaching session on good/better/best presentation; consider configuring estimate templates that default to multi-option.
If Field engagement is unclear: contact your CSM to confirm whether engagement data is available and how to access it.
Set one pricing-level goal for the next 30 days (e.g., "raise average ticket by X%").
Phase 5 — Field Execution & Mobile
Capabilities in this phase: ServiceTitan Field Mobile App, Atlas (next-gen mobile experience and AI assistant inside Field for diagnostics), Field , Fleet (telematics and GPS).
Reports to run
Technician Dashboard – Revenue Report (built-in, Technician).
Technician Location Exception Report (built-in, Technician).
Timesheet Exception reports (built-in, Payroll and Timesheets) — Early Clock In, Late Clock Out, Excessive Idle Time, Overtime Alert.
Master Pay File Report (built-in, Payroll and Timesheets) — Payroll data integrity check.
Empty Invoices Report and Jobs with Empty Invoices Report (built-in, Operations) — Jobs that didn't get properly closed out in the field.
Adoption signals to look for
ServiceTitan Field Mobile App login consistency. Every active technician should be logging in daily during scheduled shifts. Inconsistent logins are the strongest signal that field workflows are happening off-platform.
Atlas usage. Are technicians using Atlas AI assistance for diagnostics inside Field Pro? Atlas is the modern mobile experience and the AI layer for in-field equipment work — low usage may indicate the team hasn't been introduced to it.
Empty invoices and incomplete jobs. A high count of jobs with empty invoices suggests technicians aren't closing out jobs properly in the field.
Timesheet exceptions. Frequent exceptions point to clock-in/out behavior issues, often correlated with low mobile adoption.
Fleet signals. If Fleet is in use: vehicle utilization, idle time, geofence alerts, GPS coverage gaps. Compare timesheet clock-in/out times against GPS arrival data to identify exception patterns.
Underused-feature flags
Empty invoices are common → field closeout discipline is missing, or the closeout workflow has friction technicians are avoiding.
Timesheet exceptions are routine rather than rare → workflow design issue, not a discipline issue.
Atlas / Field AI features are enabled but not in regular use → technicians haven't been introduced or trained.
Fleet is collecting data but no one is reviewing it → telematics insights aren't reaching the people who could act on them.
Next steps
If empty invoices are common: review the field closeout workflow, identify the friction point (often a required field or signature step), and either simplify or retrain.
If Atlas / Field adoption is low: schedule a focused 30-minute team huddle to walk through the AI-assisted diagnostic workflow on a real recent job.
If Fleet data is unused: assign one person (operations manager, dispatcher, or owner) to review the Fleet dashboard weekly.
Set one field-level goal for the next 30 days (e.g., "reduce empty invoices by X%").
Phase 6 — Invoicing, Payments & Follow-Up
Capabilities in this phase: ServiceTitan Core invoicing and accounting, Marketing (post-job and re-engagement campaigns).
Reports to run
All Payments Report (built-in, Accounting).
AR Transactions Report and the AR by Customer / Job / Location variants (built-in, Accounting).
Jobs without Payments Report (built-in, Operations).
Opportunity and Estimate Follow Up Report (built-in, Operations).
Recurring services for Aging Equipment Report (built-in, Operations) — Re-engagement opportunities.
YOY Trends Report (built-in, Other) — 90-day window won't show year-over-year fully yet, but you can use this going forward.
Adoption signals to look for
Payment-at-job-completion rate. Are payments being collected in the field, or is AR growing?
AR aging. Has AR grown, held steady, or shrunk over the 90-day window?
Open estimate follow-up. Are unsold estimates being followed up on, or sitting open? Marketing can automate this.
Recurring services and re-engagement. Are aging-equipment customers being contacted? Are post-job Follow-Up Campaigns firing?
Membership activity. Are memberships being sold, renewed, and serviced on schedule? (Use the Reporting Library for membership-specific KPIs.)
Underused-feature flags
Jobs without payments report has a long tail → in-field payment collection isn't standard.
AR is growing meaningfully → collections workflow needs attention.
Open estimates have no follow-up activity logged → Marketing follow-up automation isn't configured.
Aging-equipment customers aren't receiving outreach → re-engagement campaign isn't running.
Next steps
If in-field payment collection is low: review the payment workflow on the ServiceTitan Field Mobile App and confirm technicians know how to process payment before leaving the job site.
If AR is growing: review collections process and confirm AR aging notifications are reaching the right person.
If estimate follow-up is manual or absent: configure a Marketing automated follow-up sequence for open estimates.
Set one revenue-protection goal for the next 30 days (e.g., "lift in-field payment collection rate to X%").
Pulling it all together
Once you've worked through every phase, you have the raw data needed to measure ROI — the report pulls, the adoption signals, and the underused-feature flags for each part of the Max workflow.
Turning that into benchmark comparisons, wins/gaps, and next-quarter decisions is covered in ServiceTitan Max 90-Day ROI Review Template and Benchmark Guide. Take the outputs from each phase above into that guide's Phase 1 review.
Tip: Bring the consolidated review to your next PPS check-in. Your PPS can help interpret patterns against what they're seeing across other ServiceTitan Max customers and surface features that fit your specific gaps.
Want to learn more?
Reports — How to run, filter, schedule, export, and customize reports in ServiceTitan. The foundational reference for everything in this checklist.
Built-in reports — Full list of out-of-the-box reports referenced throughout this article.
Create custom reports based on report templates — How to build custom reports when the built-in ones don't quite fit.
Schedule reports — Automate the reports in this checklist to run every 30 days.
Reporting Dictionary — Definitions for the data fields used in custom reports.
Dashboards and Scorecards — Visualized views of the same data covered in this checklist.