--- title: Key Metrics To Track For an Inbound Marketing Home Contracting Campaign description: Understanding and recording metrics is crucial for effective contractor marketing spend and knowing where your efforts are delivering ROI. image: https://www.trendingupstrategy.com/hubfs/Jul-Creative-Tracking-Key-Metrics-Home-Contracting-Campagin.jpg --- [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=210&height=70&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](https://www.trendingupstrategy.com/) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) ## Smarketing Blog ## Key Metrics To Track For an Inbound Marketing Home Contracting Campaign by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) April 6, 2017 - [Tweet](https://twitter.com/share) ![Jul-Creative-Tracking-Key-Metrics-Home-Contracting-Campagin](https://www.trendingupstrategy.com/hs-fs/hubfs/Jul-Creative-Tracking-Key-Metrics-Home-Contracting-Campagin.jpg?width=382&name=Jul-Creative-Tracking-Key-Metrics-Home-Contracting-Campagin.jpg "Jul-Creative-Tracking-Key-Metrics-Home-Contracting-Campagin")[Tracking metrics](https://www.trendingupstrategy.com/blog/inefficient-disorganized-qualities-of-traditional-marketing-with-your-home-building-company) is crucial for [effective contractor marketing](https://www.trendingupstrategy.com/home-builders/contractors). Unfortunately, many small and mid-sized businesses engage in contractor marketing without understanding all the metrics involved, or why they matter to their bottom line. Understanding and recording metrics is crucial for optimizing marketing spend and knowing where your efforts are delivering ROI.  Let’s look at some of the critical metrics that are keys to evaluate home contractor marketing performance: ### Total Website Visits A website *visit* is a period of distinct engagement with your website by a single individual. A website visit usually includes viewing several different pages. When you pull up a site like Amazon.com, the entire time you spend on the site without closing out the browser tab is counted as one visit, regardless of the number of pages you view. Website visits where only one page is viewed are called “bounces” and could indicate one of three things: 1. An issue with page layout, content, or audience relevence  2. Lack of call-to-action on the page 3. A landing page with no follow-up page ### Website Visits by Source, Channel, Medium These terms are sometimes used interchangeably by marketers or platforms, so I'll walk through some of the variations. Google Analytics uses ***source*** to define specific sites you receive website visitors from. Each social site or advertising platform that carries your marketing message is a source. *Website visits by source* helps you to recognize which sites are providing you with the most “eyes" on your message. Examples include Facebook.com, Google.com, Bing.com, a specific email, or specific websites on which your links live. Other platforms for measuring refer to these specific places as ***channels***.  Google Analytics uses ***medium*** to define a grouped type, or method, of ways that people get to your site. For example, Google and Bing pay-per-click ads are part of the *ppc* medium. Facebook, LinkedIn, Twitter, and other social sites are grouped under the *social* medium. Links from specific sites  that publish content that links back to your site - such as a magazine article online linking to your web URL - are *referral* mediums. Additional mediums include search engine results, typing the website address in, and more. Other measurement platforms refer to these methods as ***sources*** (I know, it's not as black and white as I'd like, either). Comparing the spend per channel to the leads generated by each one help figure out your ROI per marketing medium or source.  [![Your precise audience needs precise content. Download the Ultimate Guide to Highly Targeted B2B Marketing.](https://no-cache.hubspot.com/cta/default/404404/acc5716c-34d6-471f-8a9a-1b1d61e447f1.png)](https://cta-redirect.hubspot.com/cta/redirect/404404/acc5716c-34d6-471f-8a9a-1b1d61e447f1) ### Leads Generated *Leads generated* is a measure of the number of people who contacted your business via an online form. A “lead” can mean someone spoke to your sales team about a new home addition or even subscribed to your email list to learn about contracting services.  ### Total Reach This is a social media metric that reflects the total number of unique individuals who have seen a specific post or advertisement. *Total reach* does not indicate that the viewers took action on the post, nor does it count post views by the same individuals multiple times. ### Total Customers Driven by Marketing *Total Customers Driven by Marketing* is a metric that includes every individual who went through your complete sales funnel and became a customer as a result of marketing efforts. For contractors, it’s crucial to learn which aspect of your marketing initially attracted a customer and the path they took online, the touchpoints they experienced, and the tailored conversation that eventually convinced them to make a decision. ### Marketing-Generated Customers by Source *Marketing-Generated Customers by Source* breaks down your total roster of customers to determine which marketing-driven strategies are most effective. This helps you recognize which channels and sites are driving the highest visibility and conversion rate for your site. This is also important for [return on investment](https://www.trendingupstrategy.com/blog/outbound-versus-inbound-marketing-spend-versus-marketing-investment) of your marketing dollars. ### Visit-to-Lead Conversion Rate *Visit-to-Lead* is the number of people who “converted” to become leads on your website as a percentage of your total website visitors. For home contractors, high visit-to-lead conversions are often driven by seasonal offers, good regional targeting, and informative free content that's incredibly targeted and relevant to your [buyer personas](https://www.trendingupstrategy.com/blog/how-can-buyer-personas-improve-my-business). ### Close Ratio *Close ratio*, also known as *lead-to-customer rate*, is a measure of the number of people who, after engaging with your business on some level, ultimately make a purchase. Since most people who encounter your site aren’t ready to buy right away, many contractors use email-based “drip marketing" to prime their leads. ### Goals A *goal* is any improvement in your metrics that you’ve established as an objective for your business and taken steps to achieve. Goals can encompass any of the metrics above – and each one suggests a course of action you can take to improve it. For example, raising your visit-to-lead conversion rate will often mean focusing on free content and drip marketing. Making sure your goals are specific, measurable, and attainable, and trackable is crucial. Goals should be evaluated and adjusted on a regular basis. Attaining your goals is the key driver of success for your online marketing efforts and will determine whether your contractor marketing money is well-spent. ###### Related Posts: - [Is Your Home Builder Company Using Inefficient Methods Of Traditional Marketing?](https://www.julcreative.com/blog/inefficient-disorganized-qualities-of-traditional-marketing-with-your-home-building-company) - [How To Make a Digital Marketing Campaign For a Home Building Company](https://www.julcreative.com/blog/how-to-make-a-digital-marketing-campaign-for-a-home-building-company) - [10 Easy Ways to Reduce Your Home Builder Marketing Costs](https://www.trendingupstrategy.com/blog/10-easy-ways-to-reduce-your-home-builder-marketing-costs) Topics: [Blogging ROI](https://www.trendingupstrategy.com/blog/topic/blogging-roi) [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Inbound Marketing for Home Contractors](https://www.trendingupstrategy.com/blog/topic/inbound-marketing-for-home-contractors) ### About the Author: ### [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock) ![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=100&name=IMG_1160%20square.jpg) Jenna Orrock is a co-founder of Trending Up Strategy. Her driving passion is to help Manufacturing Businesses become better at sales, marketing, and smart business growth. Working with innovative business owners and engineers to attract their target audience to them is the best part of the job. Jenna's entrepreneurial spirit and adrenaline-filled personality fuel her success as Director of Sales and Marketing at Trending Up. She bleeds green and gold during football season, loves to travel, raft, fish, snowboard & hunt. In addition, she is often found delighting her friends and family with her culinary skills. [Facebook](http://www.facebook.com/jenna.engel.98) [LinkedIn](https://www.linkedin.com/in/jennaengel/) [Twitter](https://twitter.com/engeljenna) [Website](https://www.trendingupstrategy.com/blog/author/jenna-engel) ## Something Powerful ### Tell The Reader More The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for. Remember: - Bullets are great - For spelling out benefits and - Turning visitors into leads. ### About The Trending Up Blog On our blog, we'll share our passion and energy for strategy, inbound marketing, selling, and growing businesses. We hope you'll do the same! Here's what to expect from our blog: - The best ways to accomplish your growth goals - News & updates on the digital industry and what it means for you - How to keep *trending up*. 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