Data-Driven Contracting: 3 Metrics You Must Track Weekly

1. Customer Acquisition Cost (CAC)

Formula: Total Marketing Spend / Number of New Customers.
If you spend $1,000 on ads and get 10 new customers, your CAC is $100.
Benchmark: Aim for 10% of your average ticket. If your average job is $500, a $50 CAC is great. If your CAC is $300, you are losing money on marketing.

Context: Lifetime Value (LTV): It's okay to have a high CAC if your LTV is high. If you spend $300 to get a customer who signs up for a $20/mo maintenance plan and stays for 5 years ($1,200 revenue), that's a win.

2. Booking Rate (Call Conversion)

Formula: Booked Jobs / Total Phone Calls.
If your phone rings 10 times and you book 3 jobs, your rate is 30%.
Benchmark: You should aim for 75-90%. If it's low, your dispatchers (or you) need sales training, or you are missing calls (get an answering service!).

3. Average Ticket Value

Formula: Total Revenue / Number of Jobs.
This tells you if your techs are selling or just fixing.
Action: Train techs to offer options on every call (Repair vs. Replace, Good/Better/Best). Increasing this metric is the fastest way to grow revenue without spending more on marketing.

Technician Leaderboards: Post these numbers on the wall. "Mike's average ticket is $850. Steve's is $300." Competition drives performance. Steve will ask Mike what he's doing differently.

Net Promoter Score (NPS): Measuring Loyalty

Ask every customer one question: "On a scale of 0-10, how likely are you to recommend us to a friend?"
9-10: Promoters (Gold).
7-8: Passives (Meh).
0-6: Detractors (Danger).
Track this monthly. If your score drops, your quality is slipping.

Not sure which CRM is the right fit for tracking these metrics? We compared the top options side by side in our guide to the best CRM for home service businesses so you can pick the platform that matches your size and budget.