Measurement
How we count
What counts as an opportunity, what counts as a result, and what we will not claim. Written down so you can hold us to it.
The rules
What counts as an opportunity
A qualified lead entered into the client's CRM pipeline — a real person, with a real roofing need, in the service area. Bots, wrong numbers, spam, sales calls, job applications and existing customers are excluded and never counted. An opportunity is not a page view, an impression, a click, or a form fill.
What counts as a result
A closed contract with a value attached, marked won in the pipeline. That is the number we lead with, because it is the only one that pays your crews.
What we measure
| Metric | Source | What it tells you |
|---|---|---|
| Opportunities | GoHighLevel pipeline | Whether the marketing is producing qualified demand. |
| Contracts closed | GoHighLevel, marked won | Whether that demand turns into work. |
| Signed revenue | Contract value in the CRM | What the marketing was actually worth. |
| Close rate | Won ÷ total opportunities | Whether the problem is marketing or intake. Often it is intake. |
| Organic visibility | Google Search Console | A leading indicator, not a result. We report it as such. |
| Rankings | Rank tracking | Useful for diagnosis. Never presented as an outcome on its own. |
Why we do not publish an ROI multiple
Because "22x ROI" means nothing without a definition, and the definition is where the dishonesty hides. Is it revenue divided by retainer? Gross profit divided by total spend including ad budget? Customer lifetime value? Each produces a wildly different number, and an agency that does not state which one it is using is hoping you will not ask.
We publish opportunities, contracts closed, and signed revenue, with the date range. You know your own margins and your own retainer. You can do the division yourself — and you should.
What we will not do
- We will not present impressions or clicks as results.
- We will not claim credit for leads we cannot trace to a channel we run.
- We will not publish a figure without naming the dashboard and the date range it came from.
- We will not publish a percentage that has not been calculated from a real denominator.
- We will not publish our clients' customers' names, addresses or contact details. Ever. Every screenshot on this site is cropped to the totals.
Access
You get admin access to every account we touch — Analytics, Search Console, Google Ads, your Business Profile, call tracking, your CRM. Not a read-only PDF. The actual accounts. If you leave, they stay yours.
Results vary
The results on this site are real and sourced, and they are not a forecast. Your market, your close rate, your capacity, your reviews and your starting position all change what is achievable. An agency presenting another company's result as your expected outcome is selling you a story.