Scorecard · 2-page PDF
The Home Service Marketing Scorecard™
By Chris Heidlebaugh19 pointsUpdated 2026-09-01
What this is
The Home Service Marketing Scorecard is a one-page monthly tracker for home service owners. You record eight numbers — traffic, leads, calls, booked jobs, close rate, revenue, customer acquisition cost, and source attribution — and compare them month over month. If you can fill it in from memory, you have control of your marketing. If you can't, that's the first problem to fix.
“I don't believe an owner needs to personally run Google Ads. I do believe you should be able to say, in under a minute, how many leads you got last month and what each one cost.”
Use it now
0 of 11 checked
The eight numbers
Fill one column per month. Three months in, the pattern tells you everything.
- Website traffic (sessions)
- Google Analytics 4, under Reports then Acquisition
- Total leads (forms + calls + chats)
- Every raw inquiry, before qualification
- Phone calls
- From call tracking, not your cell log
- Booked jobs
- Leads that turned into a scheduled appointment
- Close rate (%)
- Booked jobs ÷ qualified leads
- Revenue from marketing
- Revenue you can trace to a tracked source
- Customer acquisition cost
- Total marketing spend ÷ new customers
- Top three lead sources
- Where the leads actually came from
Before you trust the numbers
A scorecard built on broken tracking is worse than no scorecard.
How to read your own scorecard
How to use this
- 1Print it and fill it in by hand on the same day each month — the 5th works well.
- 2Do not chase precision. Directionally right and consistently recorded beats perfect and abandoned.
- 3Review three consecutive months together, never one in isolation.
- 4Bring the completed sheet to any conversation with an agency or marketing employee.
Your next step
Want someone to score this for you and tell you exactly what to fix first? That's the audit.
Get the $497 Marketing AuditFrequently Asked Questions
How long does the scorecard take to fill in each month?
About fifteen minutes once tracking is set up correctly. Most of that time is pulling call and form counts; the rest is arithmetic.
What if I don't have call tracking?
Start the scorecard anyway and mark call volume as unknown. The blank itself is useful — it shows you the single highest-leverage fix in your marketing.
