Analytics and reporting for a bathroom remodeling company
Most remodelers get a monthly report full of impressions and clicks that answers nothing. The only numbers that matter in this trade are leads by source, estimates booked, projects sold, average sold price, and cost per sold project, by source. With a three-to-eight-week sales cycle, that means tracking a lead from the first call in October to the signed estimate in December and tying it back to the ad that produced it.
That requires call tracking with recordings, form submissions tagged with their source, and a simple pipeline where each lead moves from inquiry to estimate to sold or lost. Then the report writes itself: Google search produced 14 leads, 6 estimates, 2 sold at $16,400 average, $610 per sold project. Meta produced 22 leads, 5 estimates, 1 sold. That tells you where next month's budget goes.
The mistake is judging anything at 14 days or on cost per lead. Working after two weeks looks like every lead source tracked, a pipeline with every open lead in it, and a one-page report format you will see every month. The benchmark report is the outside comparison; this is the inside one.