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Understanding Your Marketing ROI

Quick version: The Marketing Dashboard shows you exactly what your ad spend is getting you -- calls, jobs booked, revenue, and return on investment. Check it weekly to know whether your ads are making money.

Note: This feature is available on the Pro plan ($198/mo).

The Marketing Dashboard

To see your marketing performance, click Marketing in the left sidebar. The dashboard shows everything in one place.

Key Metrics

Top Row: Activity Metrics

These three numbers tell you what's happening right now:

  • Calls -- How many calls your ads generated this week. Compared to last week so you can see the trend.
  • Ad Spend -- How much you've spent on ads this month. This is the money going to Google or Facebook, not your Fieldkit subscription.
  • Cost/Call -- Your average cost per incoming call. Lower is better. This is calculated by dividing your ad spend by the number of calls.

ROI Section: The Money Numbers

These metrics appear once you start marking call outcomes as "Booked" and entering job values:

  • Jobs Booked -- How many calls turned into actual booked jobs this month.
  • Revenue -- Estimated total revenue from jobs booked through your ads.
  • Cost/Job -- How much ad spend it takes to book one job. For example, if you spend $500 and book 5 jobs, your cost per job is $100.
  • ROI -- Your return on investment as a percentage. If you spent $500 on ads and booked $5,000 in jobs, your ROI is 900%.

Revenue vs. Spend Bar

When you have both revenue and spend data, you'll see a visual bar showing how your revenue compares to your ad spend. Green means you're making money. Red means your ads are costing more than they're bringing in.

Campaign Performance

Below the overview metrics, you can see how individual campaigns are performing. Each campaign card shows:

  • Campaign name and status (Active, Draft, etc.)
  • Platform (Google Ads, Local Services, or Meta Ads)
  • Calls this week
  • Clicks
  • Spend this week

Click any campaign to see its full detail page.

How ROI Gets Calculated

Fieldkit calculates your ROI automatically, but it depends on you marking call outcomes:

  1. A call comes in from one of your ads
  2. You mark the call as "Booked" and enter the job value (e.g., $1,200)
  3. Fieldkit adds that to your monthly revenue total
  4. At the end of the month, Fieldkit divides revenue by ad spend to calculate ROI

If you don't mark outcomes, the dashboard can only show calls and spend -- not revenue or ROI. Take 30 seconds after each call to mark the outcome. It makes a huge difference.

Reading the Numbers

Here's how to interpret what you see:

Cost Per Call

  • Under $25 -- Excellent. Your ads are efficient.
  • $25-50 -- Good. Typical for most trades.
  • $50-100 -- Okay, but look for ways to improve.
  • Over $100 -- High. Consider adjusting your budget, keywords, or targeting.

Cost Per Booked Job

This depends on your trade and average job size:

  • If your average job is $500 and it costs $100 to book it, that's a good deal.
  • If your average job is $200 and it costs $150 to book it, your margins are too thin.

A general rule: your cost per booked job should be less than 20% of your average job value.

ROI Percentage

  • 0% or negative -- You're spending more on ads than you're earning. Adjust your strategy.
  • 100-300% -- Healthy. Your ads are paying for themselves and then some.
  • 300-500% -- Strong. Your marketing is working well.
  • 500%+ -- Excellent. Consider increasing your budget to get even more jobs.

Comparing Campaigns

If you're running multiple campaigns, use the Campaign Performance section to compare them:

  • Which campaign generates the most calls?
  • Which campaign has the lowest cost per click?
  • Which platform (Google vs. Facebook) is performing better?

This helps you decide where to put more budget. Move money from campaigns that aren't performing to ones that are.

When to Adjust Your Budget

Increase your budget when:

  • Your ROI is strong (300%+ consistently)
  • You're booking more jobs than you can handle (time to hire)
  • You want to expand to a new service area

Decrease your budget when:

  • Your ROI is below 100% after 30+ days
  • You're getting lots of calls but few bookings (may be an issue with call handling, not ads)
  • It's your slow season and you don't need as many leads

Pause your campaign when:

  • You're fully booked and can't take on more work
  • You need to rethink your strategy

AI Recommendations

Fieldkit may show you AI-powered recommendations on the Marketing Dashboard. These are suggestions to improve your campaigns, like:

  • Adjusting your budget
  • Adding or removing keywords
  • Trying a different platform

Check these regularly -- they're based on your actual performance data.

Tips

  • Check the Marketing Dashboard at least once a week
  • Always mark call outcomes -- the dashboard is only as good as the data you give it
  • Give new campaigns at least 2-3 weeks before making big changes
  • Compare month-over-month, not day-over-day -- daily numbers are too noisy
  • Focus on Cost Per Booked Job, not just Cost Per Call -- a cheap call that doesn't convert is worthless

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