How to trace every job back to the dollar that brought it

Most owners can tell you roughly where their work comes from. "Mostly referrals. Some Google." Rough isn't good enough when you're deciding where to spend the next $1,000.

Private equity backed companies know exactly which dollar brought in which job. That's why they can spend with confidence while everyone else guesses.

Step 1: Every lead gets a source

The moment a lead comes in, it gets tagged with where it came from. Keep a short list of channels so the numbers line up month to month:

• Referrals
• Paid ads
• Lead services
• Channel partners
• Organic and social
• Outbound and direct
• Repeat customers
• Other

Under each channel, list the real sources by name. Not "partners." Write "Steve the home inspector." Not "Google." Write "Google Ads" or "your Google profile."

Step 2: Ask every customer

Even with tracking, ask every lead one question: "How did you hear about us?" Write down what they say, even when it doesn't match what your tracking shows. People search your name after seeing your truck. Your tracking calls that Google. The customer calls it your yard sign.

Step 3: Separate where they came from and how they reached you

This is the step almost everyone skips. Where a lead came from isn't how it reached you.

Someone sees your yard sign, googles you, then calls. Source: yard sign. How they reached you: phone call. Track both. One tells you which marketing works. The other tells you which door needs to be open: phone, website form, text, chat, a social message or a partner handoff.

Step 4: Trace it all the way to the job

A lead isn't the finish line. For each channel, track the whole path every month: leads, appointments booked, appointments held, closed jobs, revenue and gross profit.

Then you can answer the questions that matter. What does a customer cost from each channel? Which one closes best? Which one brings the biggest jobs?

Step 5: Look at it once a month

Pick one day a month. Look at each channel on its own. Put the money behind the winners. Fix or stop the ones that cost more than they bring back.

Don't forget your time. A channel that eats 16 hours of your month isn't free just because it has no invoice. That's what ROES, Return on Effort Spend is for.

All three worksheets for this are in our free playbook, and we'll set it up with you in a free revenue audit.

Not sure where your business stands yet? Our free Growth Ladder assessment takes about four minutes.

Written by Coach AKFounder of Momentum. Former Executive Sales Coach Lead at Google.