When it comes to plumbing marketing, keeping track of key performance metrics is crucial for growing your business. Metrics help you understand how your marketing strategies are working, what needs to be improved, and where to focus your efforts to get more leads and increase revenue. Whether you’re running ads, working on SEO, or managing social media, measuring the right data helps you make informed decisions to drive success.

This guide covers the essential metrics every plumbing business should monitor to ensure your marketing is not only effective but also helping you reach your goals.
1. Website Traffic
One of the most important things to track is your website traffic. The number of visitors to your site shows how well your online marketing strategies are driving awareness and interest in your plumbing services.
- Why it matters: The more people visit your website, the higher the chance of converting them into customers. Website traffic shows you how many potential leads are discovering your business.
- How to track it: Use tools like Google Analytics to monitor traffic volume, where the visitors are coming from (organic search, paid ads, social media, etc.), and how they interact with your website. Tracking unique visitors, sessions, and page views will help you understand your site’s performance.
If you’re seeing an increase in traffic, that means your online marketing efforts are working. However, just getting people to your site isn’t enough—how they behave once they get there is even more important.
2. Bounce Rate
Bounce rate is the percentage of visitors who leave your website after viewing only one page, without taking any further action. A high bounce rate often means that visitors didn’t find what they were looking for or the site wasn’t user-friendly enough to encourage them to explore more.
- Why it matters: A high bounce rate could indicate that your website needs improvements, such as better content, easier navigation, or faster loading times. Reducing your bounce rate can help you keep potential customers engaged and guide them toward booking your services.
- How to track it: Google Analytics provides bounce rate data for each page of your website. Aim to keep your bounce rate below 50%, as anything higher could signal issues with the site’s usability or content relevance.
By analyzing bounce rates, you can fine-tune your website to ensure people stay longer and take actions like filling out a contact form or calling for a service.
3. Conversion Rate
Your conversion rate measures the percentage of website visitors who complete a desired action, such as scheduling an appointment, filling out a form, or calling your plumbing business. It’s one of the most important metrics to monitor because it directly impacts your revenue.
- Why it matters: Knowing how many people are converting from website visitors to leads (or customers) helps you assess the effectiveness of your website and marketing campaigns.
- How to track it: Track conversions using tools like Google Analytics or HubSpot. Set up goals to monitor how many visitors are taking actions that are valuable to your business, such as booking a service or calling your office.
A good conversion rate for service businesses typically ranges between 2-5%, but with optimized marketing efforts, you can push this number even higher.
4. Cost Per Lead (CPL)
Cost per lead (CPL) refers to how much you’re spending on marketing to generate a single lead. This metric is crucial for understanding the efficiency of your marketing campaigns and whether you’re getting a good return on investment (ROI).
- Why it matters: By tracking CPL, you can determine whether your marketing budget is being used effectively and identify areas to optimize. The lower your cost per lead, the more efficient your marketing.
- How to track it: To calculate CPL, divide the total cost of a marketing campaign by the number of leads generated. For example, if you spent $1,000 on Google Ads and got 50 leads, your CPL is $20.
Understanding your CPL across different platforms (Google Ads, Facebook Ads, etc.) helps you decide which channels to focus on to get the most out of your budget.
5. Return on Ad Spend (ROAS)
Return on ad spend (ROAS) measures the revenue generated from your ad campaigns compared to how much you spent on them. It’s one of the most important metrics for determining the success of your paid advertising efforts.
- Why it matters: Knowing your ROAS helps you understand the profitability of your advertising campaigns. If you’re spending more on ads than you’re earning in return, it’s time to rethink your ad strategy.
- How to track it: To calculate ROAS, divide the revenue generated by the cost of the ad campaign. For example, if you spent $500 on Google Ads and made $2,000 in revenue from those ads, your ROAS would be 4:1, meaning you made $4 for every $1 spent.
A healthy ROAS depends on your industry and specific goals, but typically a ratio of 3:1 or higher is considered strong for service-based businesses.
6. Lead Source
Tracking the source of your leads—whether they come from organic search, paid ads, social media, or referrals—is key to knowing where your marketing efforts are paying off. This data helps you identify which channels are generating the most leads and where you might need to improve.
- Why it matters: Understanding where your best leads come from allows you to allocate your marketing budget more effectively. You can focus on high-performing channels and either optimize or cut spending on underperforming ones.
- How to track it: Use tools like Google Analytics or your customer relationship management (CRM) system to track the lead source. Set up campaign tracking parameters so you know exactly which marketing efforts are bringing in leads.
Knowing where your leads come from ensures you’re not wasting time and money on channels that aren’t delivering results.
7. Customer Lifetime Value (CLV)
Customer lifetime value (CLV) measures the total revenue you can expect from a single customer throughout their relationship with your business. This is a long-term metric that helps you assess the overall profitability of your plumbing business and the effectiveness of your customer retention strategies.
- Why it matters: Focusing on retaining customers and increasing their CLV is more cost-effective than constantly acquiring new customers. By understanding the value each customer brings over time, you can make smarter decisions about your marketing spend.
- How to track it: To calculate CLV, multiply the average transaction value by the average number of transactions per customer, and then multiply that by the average customer lifespan.
By boosting customer retention through loyalty programs, follow-up services, or regular communication, you can increase your CLV and generate more revenue without spending more on new customer acquisition.
8. Online Reviews and Reputation Score
Online reviews and ratings significantly impact whether potential customers choose your plumbing services. Monitoring the number of reviews and your average rating on platforms like Google, Yelp, or Facebook is essential for building trust and credibility.
- Why it matters: According to BrightLocal, 87% of consumers read online reviews for local businesses before making a decision. A high rating and positive reviews can drive more leads to your business.
- How to track it: Track the number of reviews and your average rating on major review platforms. Also, pay attention to how many new reviews you’re getting each month. A steady flow of fresh reviews is key to maintaining your online reputation.
Encouraging satisfied customers to leave reviews and promptly addressing negative feedback will help maintain a positive reputation and attract more business.
9. Customer Acquisition Cost (CAC)
Customer acquisition cost (CAC) measures how much you spend to acquire a new customer. Knowing your CAC helps you ensure that your marketing is cost-effective and that you’re not overspending to bring in new business.
- Why it matters: If your CAC is too high, you may be spending more on marketing than you’re earning from each new customer, which can hurt your profitability.
- How to track it: To calculate CAC, divide your total marketing and sales costs by the number of new customers acquired over a specific period.
Keeping your CAC in check ensures that your marketing campaigns are not only driving leads but also contributing to the long-term growth and sustainability of your business.
Want to boost your plumbing business with data-driven marketing strategies? Contractor 20/20 is here to help! Contact us today at (607) 770-8933 to get started!
Mahfuz Alam
Mahfuz Alam brings over 12 years of expertise in digital marketing within the home service industry, specializing in areas such as plumbing, HVAC, roofing, and electrical services. As a seasoned professional, Mahfuz has honed his skills in crafting effective digital marketing strategies tailored specifically to the unique needs of home service businesses. His comprehensive understanding of industry trends, coupled with his hands-on experience, allows him to navigate the ever-evolving digital landscape with precision. Mahfuz is dedicated to helping home service professionals thrive in the digital realm, driving growth, visibility, and success for their businesses. Through his insightful strategies and unwavering commitment to excellence, Mahfuz continues to make a significant impact in the home service industry, empowering businesses to reach new heights of success in the digital age.