The Marketing Metrics Every 7-Figure Roofing Company Should Be Tracking (But Probably Isn’t)

If your roofing company is bringing in $1M or more annually, chances are you’re spending a healthy amount on marketing. But here's the question: do you know if it’s actually working?

We’re not just talking about how many clicks you got last month or how many followers your social media picked up. We’re talking about the numbers that drive real business results—the kind that directly impacts your bottom line.

Unfortunately, many high-revenue roofing companies are still blind to their marketing performance. They rely on surface-level reports from agencies or guesswork instead of real insight, and that’s where opportunity is lost.

Let’s break down the key metrics you should track to ensure your marketing dollars are working as hard as you are.

1. Cost Per Lead (CPL)

This is one of the most important—and often misunderstood—metrics.

CPL = Total Marketing Spend / Number of Qualified Leads

Notice the word qualified. You don’t want to count every website form submission or random phone call. Focus on people who are actually in your service area, interested in your services, and ready to book.

Why it matters:

If you’re not tracking this, you’re probably overpaying for leads—or not realizing how effective specific channels (like local SEO or Google Ads) really are.

2. Lead-to-Book Rate

Getting leads is one thing. Converting them into paying jobs is another.

Lead-to-Book Rate = Booked Appointments / Total Leads

This helps identify if you have a marketing problem, a sales process problem, or both.

Why it matters:

A low conversion rate might indicate weak follow-up systems, delayed responses, or poor lead qualification. Improving this rate can double your revenue—without increasing your ad spend.

3. Revenue by Channel

Not all marketing channels are created equal. You need to know which ones are actually generating revenue.

Look at channels like:

• Google Ads
• Local SEO
• Facebook Ads
• Email marketing
• Referrals or repeat business

Why it matters:

When you know where your most profitable customers are coming from, you can focus on what works and eliminate what doesn’t.

4. Website Conversion Rate

If you’re sending traffic to your website but not getting leads, something’s broken.

Conversion Rate = Total Conversions / Website Visitors

This metric is all about the quality of your landing pages, calls-to-action, and trust-building elements (like reviews, guarantees, etc.).

Why it matters:

Even a slight improvement—from 2% to 4%—can double your leads without increasing traffic.

5. Return on Ad Spend (ROAS)

This is essential if you’re running paid campaigns on Google, Meta, or YouTube.

ROAS = Revenue Attributed to Ads / Ad Spend

Why it matters:

It tells you exactly how much revenue you’re getting for every dollar spent. If you’re not tracking this, you have no idea if your ads are profitable—or if your agency is wasting your budget.

6. Marketing Attribution

This is more advanced, but it’s what separates the pros from the guessers.

Attribution answers: “Which touchpoints influenced this customer to convert?”

Was it the Google ad? The follow-up email? The homepage video?

Why it matters:

Multi-touch attribution gives you a more accurate picture of what’s really working—and helps you invest smarter.

7. Lifetime Customer Value (LCV)

Too often, roofing companies look only at the value of a single job. But repeat business, upsells, and referrals count, too.

LCV = Average Revenue x Number of Jobs per Customer

Why it matters:

When you understand a customer's full value, you’re more comfortable spending more to acquire the right ones and building campaigns that focus on long-term ROI.

Final Thoughts

As a $1M+ roofing company, you can’t afford to rely on vanity metrics or generic reports. You need real visibility into what’s driving growth—and what’s not.

When you start tracking the right marketing metrics, you gain control, make better decisions, and scale smarter.

Ready to Start Tracking What Really Matters?

At Roundhouse, we specialize in transparent, results-driven marketing for roofing companies doing over $1M annually. We don’t believe in smoke and mirrors—just precise data, honest insights, and strategies that work.

Let’s talk about building a marketing system that drives real results.

 👉 Contact us today