Cecil Jones Is Marketing
Worksheet

Marketing Measurement Scorecard

Most home service businesses can't tell you what a lead costs by source — which means they can't tell you which marketing dollars are working. This scorecard fixes that.

Completion time: 30–45 minutes•For: Business owners and marketing managers

Instructions

  1. 1. Score each measurement dimension from 1 (no measurement) to 5 (fully measured and acted on).
  2. 2. For each marketing channel you use, enter your monthly spend, leads generated, and customers acquired.
  3. 3. Calculate your cost-per-lead (CPL) and cost-per-customer (CAC) for each channel.
  4. 4. Identify the channels with the lowest CAC — double down there. Cut or fix the highest CAC channels.

Measurement Maturity Audit

Lead Source Tracking

Can you identify which channel each lead came from?

Benchmark: 30% of home services track this accurately

Score (1–5)
___

Cost Per Lead by Channel

Do you know what a lead costs from Google vs. Angi vs. referrals?

Benchmark: <15% can state this from memory

Score (1–5)
___

Close Rate by Source

Which lead source has the highest close rate — and which is lowest?

Benchmark: <10% track this

Score (1–5)
___

Customer Acquisition Cost

Total marketing spend ÷ total new customers acquired = CAC

Benchmark: Most businesses don't calculate this

Score (1–5)
___

Lifetime Value by Channel

Do customers from different channels have different LTV?

Referral customers typically have 20–40% higher LTV

Score (1–5)
___

Marketing ROI by Channel

(Revenue from channel − Channel spend) ÷ Channel spend

Benchmark: most can't calculate this per channel

Score (1–5)
___

Call Tracking

Are phone calls tracked back to the marketing source that generated them?

Critical for home services — most leads call, don't click

Score (1–5)
___

Attribution Window

How long after first touch do you credit a lead to that source?

Home services: 30–90 day windows are common

Score (1–5)
___

Dashboard Visibility

Can you see all of the above in one place, updated live?

Most rely on monthly reports — which means they react monthly

Score (1–5)
___

Data-Driven Decisions

When you cut or increase spend, is it based on data or gut feel?

Directionally, most decisions are still gut-based

Score (1–5)
___
_____ / 50

Channel Cost Analysis

For each channel you spend money on, fill in the monthly numbers.

Google Ads / LSA

$______
____
____
$______

Facebook / Instagram Ads

$______
____
____
$______

Angi / HomeAdvisor

$______
____
____
$______

SEO / Organic

$______
____
____
$______

Referrals / Word of Mouth

$______
____
____
$______

Direct / Repeat

$______
____
____
$______

Other: __________

$______
____
____
$______

Measurement Action Plan

_________________________________________
_________________________________________
_________________________________________
☐ Call tracking ☐ CRM source tagging ☐ Dashboard ☐ Attribution model

Related Playbook: Marketing Measurement • Related: Growth Index Assessment • Email: cecil@ceciljonesmarketing.com

Use This Worksheet

Print or save as PDF. For a marketing measurement diagnostic with your actual numbers, book a free Strategy Call.

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Questions? cecil@ceciljonesmarketing.com