Analytics and reporting for a home inspection business
Most inspectors cannot answer the one question that decides their marketing budget: which agents and which channels produced last month's jobs. The booking form asks how did you hear about us, the field is optional, and half the answers say Google.
We fix the input first. Source becomes a required field at booking with a short list: agent referral plus the agent's name, past client, Google, ad, social, other. That one change turns your calendar into a report.
Then the dashboard. Booked inspections and revenue by source. An agent scoreboard, because twenty agents typically produce most of the volume in this trade and you want to know when one of them goes quiet before the quarter ends. Cost per booked inspection by channel, computed against actual jobs rather than form fills. Attach rate, which moves total revenue more than lead volume does. And answered call rate, which is usually the real problem.
Two weeks in you get one page, updated weekly, that reads in ninety seconds. If a number on it does not change a decision, we take it off.