Phil Risher evaluated 20 CRMs and found every one can track ROAS if you set up three reports: a leads list by source, a booking rate showing lead-to-job conversion, and an invoiced report to calculate actual return. The data exists. You just have to configure it.
After working with 20 different CRMs to try to pull return on ad spend numbers, what I found is that there's 3 reports that all CRMs need to have. The first one is a leads list. You need to know all the leads that came from a specific place. Then you can download that list or even use that list in your CRM. The second thing is you need to know how many of those leads turned into a job or an estimate. This is going to tell you that I got 10 leads and I ended up converting 5 of them into opportunities. That gives you your booking rate. Then the last piece is how many that you actually invoiced or closed. This is going to show you, one, your return on ad spend. So I spent $2,000 and I made $20,000, but also it's going to show you your close rate. I got 10 leads, I booked 5 of them into a job, and 2 of them closed. Now I closed 2 out of the 10, and then you'll see— does this make sense? Those 3 reports are inside of every CRM, and it's on you, the business owner or a good marketing partner, to help you get those reports dialed in so that you know good data to make good decisions.
