Roofing Marketing KPIs: The Metrics That Matter Most

Key Performance Indicators tell you whether your marketing is working. Focus on KPIs that directly impact business growth. Cost per lead is one of the most important. Calculate CPL for each channel by dividing total spend by leads generated. Compare across channels. A good CPL for roofing ranges from $30 to $100. Conversion rate measures the percentage of visitors who take action. Average roofing websites convert 1 to 3 percent. Top performers achieve 5 percent or higher. Track by traffic source. Cost per acquisition is total cost to acquire a paying customer. It accounts for close rate, making it more important than CPL. Return on ad spend measures revenue generated per dollar spent. A healthy ROAS for roofing is 5 to 1 or higher. Customer lifetime value is total revenue from a customer over your relationship. A typical roofing CLV ranges from $5,000 to $15,000. Close rate measures the percentage of leads that become customers. Average is 20 to 40 percent. Track website traffic and lead volume as secondary metrics. Review these KPIs regularly and use them to guide budget decisions.