You don't need forty metrics. You need a handful you trust, calculated the same way every time. Here is each one, how to figure it out, and what to check when it moves.
What's inside
- Nine core numbers with the formula for each
- How often to check each
- What to look at when one goes the wrong way
- A starter set of five
Start with these five
Leads per week, close rate, average ticket, open invoices, and referral share. If you track nothing else, track these.
The nine numbers
| Number | How to calculate it | Check | If it moves the wrong way, look at |
|---|---|---|---|
| Leads | New inquiries, counted by source | Weekly | Which source dried up, and whether anything changed in ads or listings |
| Speed to first reply | Time from inquiry to first human response | Weekly | After-hours gaps, who owns the inbox, missed calls |
| Estimate rate | Estimates sent ÷ leads | Weekly | Leads that never got a visit or a quote |
| Close rate | Jobs won ÷ estimates sent | Weekly | Follow-up consistency, pricing, and which lead sources close worst |
| Average ticket | Revenue ÷ jobs won | Monthly | Mix of small and large jobs, and discounting |
| Open invoices | Total unpaid, plus how many days old | Weekly | Invoices sent late, no reminders, and a few slow payers |
| Revenue per crew-day | Revenue ÷ days crews actually worked | Monthly | Scheduling gaps, travel time, and job sizing |
| Referral and repeat share | Jobs from referrals or repeat customers ÷ all jobs | Monthly | Whether you ask, and whether past customers hear from you |
| Reviews added | New reviews this month | Monthly | Whether the request goes out after every job |
Compare each number to your own last month and last quarter, not to an industry average. Your own trend is the only benchmark you can fully trust, and it's the one that tells you what changed.
A simple rhythm
- Monday, 15 minutes: read last week's numbers, pick one to improve.
- First of the month: compare to the prior month and the same month last year if you have it.
- Quarterly: decide whether any number belongs on the list or should come off.