We track revenue, but the more useful numbers for us are the ones that show whether the business is actually healthy.
The main KPIs I care about are:
- Close rate by lead source
- Average job size by type of work
- Estimate sent time after walkthrough
- Estimate-to-signed-project conversion rate
- Gross margin by job
- Labour hours estimated vs. actual
- Materials budgeted vs. actual
- Change order value as a percentage of original scope
- Deposit collected before scheduling/procurement
- Accounts receivable days outstanding
- Callback / warranty rate by job type
- Jobs delayed by client decisions, selections, weather, or hidden conditions
For renovations, revenue alone can be misleading. A busy month can still be weak if cash is tied up in deposits, materials, unpaid invoices, or low-margin labour.
The biggest ones for us are gross margin by job, lead source quality, and how quickly estimates turn into signed work with deposits collected.
