On this page
Most contractors know their revenue and their bank balance. Fewer know their show rate, their close rate by lead source, or how long new leads wait for a first call — and those are the numbers that explain why revenue is moving weeks before it shows up in the bank account. A weekly sales KPI dashboard puts them on one page so problems get fixed while they're still small.
Four principles
- Few numbers, consistent definitions. A dashboard nobody reads is worse than none. Define each metric once and never quietly change it.
- Split by source and by rep. Company-wide averages hide the problems you need to find.
- Trends over snapshots. Compare each week with the trailing four to twelve weeks.
- Every number has an owner. Response time belongs to whoever handles leads; close rate belongs to sales.
The dashboard, section by section
1. Lead flow
| Metric | Definition |
|---|---|
| New leads | Count, by source |
| Time to first attempt | Median minutes from lead arrival to first call |
| Contact rate | Leads reached ÷ leads received |
Response time often matters more than lead volume. If it's slipping, start with a lead response time audit.
2. Appointments
| Metric | Definition |
|---|---|
| Booked | Appointments booked this week |
| Set rate | Appointments booked ÷ conversations |
| Show rate | Appointments that happened ÷ appointments scheduled |
| Booking lead time | Average days between booking and appointment |
The deeper dive is in appointment setting KPIs.
3. Sales
| Metric | Definition |
|---|---|
| Sits | Appointments that happened |
| Close rate | Sales ÷ sits, within your defined window |
| Average job | Sold revenue ÷ sales |
| Sold revenue | Total value of contracts signed |
| Option mix | Share of good, better, and best choices |
Define close rate carefully; see close rate benchmarks.
4. Economics (monthly or trailing 90 days)
| Metric | Definition |
|---|---|
| Cost per sit | Source cost ÷ sits |
| Cost per sale | Source cost ÷ sales |
| Customer acquisition cost | Total sales and marketing cost ÷ new customers |
See customer acquisition cost and the lead ROI calculator guide.
5. Pipeline
| Metric | Definition |
|---|---|
| Open proposals | Count and value of unsold estimates still in follow-up |
| Follow-ups due vs. done | Scheduled follow-up tasks completed on time |
| Proposal aging | Proposals older than 30, 60, and 90 days |
See following up after an estimate.
6. Quality
| Metric | Definition |
|---|---|
| Cancellations | Sales canceled during the cancellation period, by rep |
| Unsold reasons | Top stated reasons this week |
| Reviews | New reviews and average rating |
A sample weekly view
Illustrative numbers for one week:
| Source | Leads | Contact % | Booked | Sits | Show % | Sales | Close % | Revenue |
|---|---|---|---|---|---|---|---|---|
| Referrals | 8 | 100% | 7 | 6 | 86% | 3 | 50% | $45,000 |
| Appointment setting | — | — | 14 | 12 | 86% | 4 | 33% | $52,000 |
| Exclusive leads | 30 | 70% | 10 | 8 | 80% | 2 | 25% | $26,000 |
| Search ads | 25 | 60% | 6 | 5 | 83% | 1 | 20% | $11,000 |
| Total | 63 | 70% | 37 | 31 | 84% | 10 | 32% | $134,000 |
A single week is noisy — one sale more or less swings a close rate — which is why the weekly view sits next to trailing averages, and why cost columns are reviewed monthly.
Where the numbers come from
- CRM: leads, sources, appointments, outcomes, proposals, follow-ups
- Phone system or call tracking: response times and call outcomes
- Invoices and ad platforms: costs by source
- Accounting: revenue and gross margin
The more your CRM captures automatically, the less time the dashboard takes. See choosing a CRM.
The 30-minute weekly review
- Lead flow: any gaps in response time or contact rate?
- Appointments: is show rate holding? Any cancellation pattern?
- Sales: close rate and job size by rep and by source.
- Pipeline: overdue follow-ups and aging proposals.
- One change to try this week — and who owns it.
Common dashboard mistakes
- Too many metrics. If it doesn't drive a decision, cut it.
- Shifting definitions that make trends meaningless.
- Judging sources weekly when sales take a month to close. Use trailing windows for close rate and cost per sale.
- Reporting without action. Every review should end with a decision.
Keep going: the operations library
- Choosing a CRM for a home improvement company
- Scheduling in-home appointments
- Hiring an in-home sales rep
- Scaling a remodeling company's sales (illustrative case study)
- Slow season appointment setting
At RunsForYou we monitor lead quality, appointment set rate, and close rate to keep improving campaigns, with monthly performance reviews for clients. See how it works.
Frequently asked questions
What KPIs should a home improvement contractor track?
Lead volume by source, response time, contact rate, appointments booked, show rate, close rate, average job size, sold revenue, cost per sale, pipeline value, and cancellations.
How often should I review sales KPIs?
Weekly for lead flow, appointments, and pipeline; monthly or on trailing 90-day windows for close rate, cost per sale, and ROI.
What's the most important sales KPI for contractors?
There isn't just one, but close rate and revenue per appointment explain most changes in sales, while response time and show rate are the earliest warning signs.
Do I need special software for a sales dashboard?
No. A spreadsheet works if your CRM captures the data consistently. Many CRMs also offer built-in reports once stages and lead sources are set up.
RunsForYou Team
Written by the team that runs outbound calling, homeowner qualification, and appointment booking for home service contractors at RunsForYou (Runs For You LLC).
Related services