Most contractors track revenue and maybe profit. The ones who grow fastest track 10-15 specific metrics that reveal where their business is leaking money and where opportunities exist.

Revenue Metrics

1. Revenue Per Technician

Target: $150K-200K/year. This is the single most important scaling metric. If a tech generates less than $150K, you're losing money on them.

2. Average Ticket Size

Track by service type and by technician. If one tech's average ticket is $280 and another's is $420, the gap is training - not luck.

3. Revenue Per Call

Total revenue divided by total service calls. Shows how well your team converts calls into revenue.

Sales Metrics

4. Estimate Close Rate

Target: 40-60%. Improving close rate from 40% to 50% increases revenue by 25% with zero additional leads.

5. Average Time to Estimate

How quickly estimates go out after the site visit. Same-day estimates close 20-30% more.

6. Unsold Estimate Follow-Up Rate

What percentage of unsold estimates receive follow-up? Should be 100%.

Marketing Metrics

7. Cost Per Lead (by channel)

Track separately for Google Ads, LSA, Facebook, referrals, organic. Shift budget to lowest-CPL channels.

8. Customer Acquisition Cost

Total marketing spend / number of new customers acquired. Different from CPL because not every lead becomes a customer.

9. Marketing ROI

Revenue attributed to marketing / total marketing spend. Target: 5:1 or better.

Operations Metrics

10. Jobs Per Tech Per Day

Target: 4-6 for service, 1-2 for installations. Track daily.

11. Drive Time Percentage

Time driving / total work hours. Target: under 25%. AI dispatching reduces this.

12. No-Show Rate

Target: under 5%. Automated reminders should keep this low.

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Customer Metrics

13. Review Rating and Velocity

Track monthly review count and average rating. Target: 4+ new reviews/month, 4.5+ star average.

14. Customer Retention Rate

What percentage of customers return within 24 months? Target: 60%+.

15. Maintenance Agreement Count

Track total active agreements and net monthly change.

How to Track

Your CRM (ServiceTitan, Jobber, Housecall Pro) tracks most of these automatically. Set up a weekly or monthly review with your team to discuss the numbers and identify trends.

Worked Example: KPI-Driven Revenue Increase

Current: 4 techs × $140K/tech = $560K. Close rate: 38%. Average ticket: $350. Improvement 1: Close rate from 38% to 48% (training + same-day estimates). Revenue impact: 26% increase = $145,600. Improvement 2: Average ticket from $350 to $420 (good/better/best pricing). Revenue impact: 20% increase = $141,120. Improvement 3: Revenue per tech from $140K to $175K (better dispatching). Revenue impact: $140K across 4 techs. Total potential: $560K → $986K = 76% growth without hiring a single person. Just tracking and improving KPIs.

What Not to Do

  • Don't track revenue without tracking profit per job. $1M in revenue at 5% margin is worse than $500K at 20% margin. Job costing reveals which services are worth your time and which are losing money.
  • Don't review KPIs annually. Monthly minimum, weekly ideal. KPIs are only useful if you can spot trends and adjust quickly. An annual review tells you what went wrong - not how to fix it.
  • Don't ignore the gap between techs. If Tech A generates $200K and Tech B generates $120K, the problem isn't volume - it's sales training, speed, or attitude. Use the data to coach, not punish.
  • Don't track 50 metrics. Focus on 5-7 that directly impact revenue and profit. The others are noise that distracts from what matters.

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