How to Measure the True Impact of Marketing Performance

ServiceTitan’s base-level marketing analytics

To start, Kessler shares the out-of-the-box analytics offered to ServiceTitan customers using the core software, which includes features to:

• Allow CSRs to set marketing campaign attribution when fielding customer calls

• Create unlimited tracking numbers

• View sales KPIs that are attributed to marketing

“You use a tracking number on an external marketing source, like Yelp, Google My Business, Google Ads, or the side of a van,” Kessler says. “When someone calls, you can use that unique number to determine the marketing campaign by using caller ID to field that inbound call. So, tracking numbers automate that attribution.” 

With call tracking set up, businesses can view their sales KPIs (number of calls, booked jobs, sold jobs, and revenue) and attribute revenue to see how their marketing efforts contribute to the full sales funnel.

It works like this:

1. Create the campaign.

2. Generate a tracking number in ServiceTitan.

3. Homeowner finds and calls your business.

4. CSR books the job. Attribution is determined by the tracking number, or the CSR can manually set it in the call booking screen.

5. Analyze Google Analytics for website tracking, and ServiceTitan for the sales funnel.

Marketing Pro Ads measurement

“The first flow works for starting out and getting your feet wet with how you’re going to market to your customer base,” Kessler says. “When you start scaling and ramping up your Google Ads budget, it becomes really complicated to measure.”

Marketing Pro, an add-on to ServiceTitan’s core offering, was developed to solve a couple of big issues:

1. Getting ServiceTitan data to line up with Google Ads data

2. Reliably automating attribution

For the first, ServiceTitan Marketing Pro offers an integration to sync Google Ads accounts with ServiceTitan. 

“It's just a couple clicks to sync,” Kessler says. “So, we always stay lock-step with your Google Ads operation and the number of campaigns.”

For the latter, ServiceTitan built a feature called dynamic call tracking, which shows a unique phone number on your website based on which ad your visitor clicked. Then, ServiceTItan automatically attributes the campaign source for you, so your CSRs don’t have to. 

“It kind of works like walking into a bakery and taking a number,” Kessler says. “We show a number uniquely to the person who walks in, so that when they order, we can attribute all the data that drove them to the website to that job in ServiceTitan. You will always know which marketing campaigns are driving calls—and more importantly, revenue—to your business.”

Why should you connect Google Ads and ServiceTitan?

Kessler explains that Google Ads and Google Analytics provide data on clicks, cost, keyword, and audience.

“It stops at that conversion point,” Kessler adds. “It doesn't go into the sales data, so you don't really have your ROI; you just have how well you did to generate down to that lead.”

ServiceTitan provides call, customer, job, revenue, and channel data. With the two data sets not connected, CSRs need to do manual attribution. 

“You've probably optimized your workflow to make it easy on that CSR to book the call because you care about their call booking rate and all the other things they have to do to help the customer out,” Kessler says. “And so, what you end up with is all of your PPC campaigns often rolled up into one or two campaigns. It becomes really painful when you try to scale your marketing operation, and look back in time to see which campaigns actually created the revenue.”

How to Measure the True Impact of Marketing Performance 1Kessler likens this to having five different technicians and only knowing how they performed as a group, rather than tracking performance on individual technician scorecards.

“Effectively, you have this situation where you have a brick wall blocking you between these two data sets that are so important because they're so close in their relationship together.”

Connecting the data allows contractors to view true ROI and eliminate wasted spend. Rather than only focusing on cost per lead (CPL), they can focus on which campaigns create revenue by analyzing their return on ad spend (ROAS).

“If you prioritize toward CPL only, you're going to get some low-quality leads,” Kessler says. “And if you scale and increase volume, you're naturally going to get more low-quality leads. Now, if you start prioritizing toward revenue, with this new data set that we're able to give you, you can start increasing your lead quality by fine tuning your campaigns to be ROI positive.” 

Take your digital marketing to the next level with Marketing Pro Optimizer

Currently in closed beta, Marketing Pro Optimizer takes advantage of the data flow connecting ServiceTitan and a ServiceTitan customer’s Google Ads account—as well as general ServiceTitan data—to optimize campaign performance. 

Fragmented tools separate the buying journey—with awareness, consideration, intent, and purchase being tracked in two different systems.

How to Measure the True Impact of Marketing Performance 4Connecting the journey through Marketing Pro Ads closes the loop and allows you to gain full funnel insight. But Optimizer goes a step further by allowing the tools to work together.

“Optimizer unlocks potential you didn’t know you had,” Kessler says. “We can let Optimizer do data heavy lifting for you, to not only lower your cost per lead, but increase the quality and quantity of leads.” 

It works currently for Google Ads, but Bing and Facebook Ads are in the pipeline. Optimizer integrates neatly into your workflow:

1. Create the campaign.

2. Homeowner finds and calls your business.

3. Marketing Pro automatically tracks the campaign.

4. CSR books the job.

5. Optimizer reacts to your data.

“Optimizer enriches Google Ads with your ServiceTitan data—those key funnel metrics from calls through to revenue and customer information,” Kessler says.

Optimizer also includes a feature that looks at a company’s capacity and notifies the person managing that Google Ads account when the job board gets too full or isn’t full enough.

“We have thresholds you can set, then it will automatically notify them to sync with your capacity data, so you're not wasting money on jobs you can't fulfill if it's busy season,” Kessler says. “Or the converse of that, if you don’t have enough jobs on the board, you might want to increase ad spend.”

During the closed beta, ServiceTitan worked with 12 customers—from small businesses to large multi-regional companies—across ServiceTitan’s key industries (plumbing, HVAC, electrical, garage door) for six months and saw these results:

• 2.5x ROI increase on average

• $100 cost per lead decrease on average

• 54% increase in average order volume

Interested in Marketing Pro Optimizer’s open beta launching later this year? Wait for its announcement, then contact your CSM to get started. Not a Marketing Pro customer? Request a demo today.