What should roofing marketing reporting measure?
Report signed contracts and cost per signed contract by source, separating insurance claims from retail work, since they convert differently and pay differently. Track inspection-to-contract ratio, average contract value, and lead response time. Storm events distort any monthly trend, so annotate the report with the weather that caused each spike.
The three numbers, adjusted for roofers
- Weekly inbound lead volume by source — Google local pack, Facebook, referral, storm-chase / canvassing, repeat customer. Roofers see big variance week to week; weekly granularity matters.
- Days from inspection to signed contract — the most predictive number in roofing. Under 7 days = healthy. Over 14 = sales process is broken or competing on price.
- Close rate by source — referral converts 60-80%, Google local pack 25-40%, Facebook 8-15%. If your mix favors low-close channels, that is the problem.
What gets added for roofers
- Insurance vs retail mix tracking — different sales cycles, different margins, different marketing playbooks
- Storm-week multiplier — record what storm-event-driven leads do to volume so the next storm gets handled, not panicked
- Canvassing efficiency — leads per canvassing hour by neighborhood (if canvassing is part of the mix)
What to remove
- 'Engagement rate' on social media — irrelevant to closed roofing jobs
- Generic GA4 'sessions' — roofers close on the phone, not on the site
- Vanity metrics from marketing agency reports — focus on the three numbers
What BayouEdge sets up
- Call tracking on every channel (Google, Facebook, organic, referral) so every closed job ties back to a source
- One-page Looker Studio dashboard built around the three roofer numbers
- Monthly review call with the owner, walking through what changed and what to do about it
- Storm-event reporting overlay that activates during hurricane and hail seasons
What to do next
Call James at 832-338-2926. Bring your last quarter's close rate by source if you have it; we will name the next lever on the call.
Frequently asked questions
How does storm season change the reporting?
Volume goes up 3-10x for 30-60 days. The dashboard needs a storm-week overlay so you can see normal-state and storm-state numbers separately. Otherwise the storm averages obscure the real baseline.
Should we report insurance and retail jobs separately?
Yes. They have different close rates, different margins, and different sales cycles. Mixing them in one bucket hides the truth about each.
What about canvassing teams?
Track leads-per-canvassing-hour by neighborhood. The best canvassers cluster their hours in 2-3 high-density neighborhoods and the data confirms it.
Can BayouEdge integrate with our roofing CRM?
Yes — AccuLynx, JobNimbus, Acculynx, and the major ones all have APIs. We pull close data from there into the dashboard.