The marketing dashboard is where you see the return on your marketing spend. Which lead sources actually produce booked jobs? How much does each booked job cost you? Are you getting better or worse over time? This guide shows you how to read the numbers.
What this covers
How to read the marketing dashboard in MoveRight, understand the key metrics, and make decisions based on the data.
Who uses this
Owners — this is your financial dashboard. If you don’t check anything else, check this.
Before you start
- You’ve completed at least a few jobs in MoveRight (the dashboard needs data to show you)
- Your lead sources are set up correctly (web form, phone, referral, etc.)
Opening the dashboard
Go to Reporting → Marketing Dashboard in MoveRight.
You see a page with several key sections:
Key metrics
Revenue by source
A table showing each lead source and the revenue it generated:
| Source | Leads | Booked | Revenue | Close rate |
|---|---|---|---|---|
| Google Ads | 120 | 30 | $45,000 | 25% |
| Website form | 80 | 20 | $30,000 | 25% |
| Phone (organic) | 40 | 15 | $22,500 | 38% |
| Referral | 20 | 12 | $18,000 | 60% |
| Angi | 50 | 5 | $7,500 | 10% |
What to look for:
- High close rate, low volume (referrals): great ROI, grow this channel
- High volume, low close rate (Angi): leads are cheap but they don’t convert — consider cutting spend
- Balanced (Google Ads): this is your bread and butter — protect it
Cost per booked job
This is the most important metric for paid channels:
| Source | Spend | Booked jobs | Cost per booked job |
|---|---|---|---|
| Google Ads | $3,000 | 30 | $100 |
| Angi | $1,500 | 5 | $300 |
| $800 | 3 | $267 |
Compare cost per booked job to your average job revenue. If your average job is $1,200 and you’re paying $300 to book one from Angi, that’s a 25% acquisition cost — borderline. Google Ads at $100 per booked job is 8% — excellent.
Rule of thumb: Keep customer acquisition cost under 15% of average job revenue. If it’s higher, you’re spending too much for too little return.
The Sankey funnel
MoveRight shows a flow diagram (Sankey chart) of your lead funnel:
Leads → Contacted → Estimate Sent → Signed → Deposit → Booked → Completed
You can see exactly where leads drop off:
- If leads drop off between Contacted and Estimate Sent, your sales agents aren’t quoting fast enough
- If leads drop off between Estimate Sent and Signed, your pricing or follow-up needs work
- If leads drop off between Signed and Deposit, your deposit process has friction
Period comparison
Toggle between this week / this month / this quarter and compare to the previous period:
| Metric | This month | Last month | Change |
|---|---|---|---|
| Total leads | 150 | 120 | +25% |
| Booked jobs | 40 | 35 | +14% |
| Revenue | $48,000 | $42,000 | +14% |
| Cost per booked job | $95 | $105 | -10% |
What to look for:
- Revenue growing but cost per booked job climbing? You’re spending more for the same result. Optimize.
- Leads growing but booked jobs flat? Your conversion rate is dropping. Coach the sales team.
Making decisions with this data
Cut what doesn’t work
If a lead source has a high cost per booked job and a low close rate, reduce or eliminate your spend there. That money is better spent scaling a channel that works.
Double down on what works
If a source has a low cost per booked job, increase your budget. The return is proven.
Track month over month
One month of data can be noisy. Look at 3-month trends. A single bad month might be seasonal. Three bad months is a pattern.
Common questions
My dashboard shows no data. You need at least 10-20 completed jobs for the dashboard to show meaningful numbers. If you just started using MoveRight, give it a few weeks.
What’s a good close rate? Industry average for moving companies is 20-30%. Above 30% is strong. Below 15% means you need to improve your sales process or lead quality.
Should I track all lead sources, even organic? Yes. MoveRight tracks everything it can attribute. Organic and referral leads have $0 acquisition cost — they’re your most profitable. Know where they come from so you can generate more.
What happens next
- Job profitability: Job Profitability Reports
- Pipeline health: Managing Your Lead Pipeline
- Cost control: Deposit Strategies