Analytics and reporting for a remodeling or general contracting business
Most contractors are flying on gut feel and a phone that either rings or does not. Analytics for remodeling has one hard requirement that other trades do not have: the report has to survive a 60 to 180 day sales cycle. A 30 day dashboard will tell you your ads failed in a month when they were actually working.
The mistake is measuring cost per lead and stopping. Leads are cheap to generate and easy to fake. What matters is cost per booked site visit and cost per signed contract, traced back to the click or the call that started it, with the contract value attached.
Two weeks in, working means tracking is clean and honest: calls attributed to source, forms tagged by budget band, and a single page you can read in two minutes that shows spend, booked visits, signed contracts, and average project value by channel. Most of the value shows up the first time a report contradicts what you believed about a channel.