Young adult transcribing financial company growth graphs on PC screen at the creative agency, studying metrics. Woman looking at sales statistics on computer showing income figures.

Top 10 KPIs for Home Service Businesses (and How to Track Them Effectively)

Tracking the right KPIs is the key to consistent growth for home service businesses. Discover the top 10 metrics that actually matter—and how to use them to improve performance, revenue, and customer satisfaction.

Young adult transcribing financial company growth graphs on PC screen at the creative agency, studying metrics. Woman looking at sales statistics on computer showing income figures.

Running a profitable home service business—whether you offer plumbing, HVAC, landscaping, roofing, electrical work, or general contracting—requires more than great service and strong customer relationships. You need data. And not just any data—you need the right data.

That’s where KPIs (Key Performance Indicators) come in.

KPIs help you understand what’s working, what’s not, and where you should focus to increase revenue, improve customer experience, and grow sustainably. But many home service business owners either track too many metrics or the wrong ones, making decision-making harder instead of easier.

This guide breaks down the 10 essential KPIs every home service business should track, why they matter, and how to use them to drive predictable, long-term success.

Let’s get into it.

1. Lead-to-Booking Conversion Rate

This KPI measures how well you convert new leads—calls, form submissions, website visitors, referrals—into actual booked jobs.

Why it matters:
You can spend money on ads, SEO, social media, and referrals all day long. But if your team isn’t converting leads into scheduled appointments, you’re losing revenue.

How to calculate it:
Booked Jobs ÷ Total Leads × 100

What good looks like:
Most home service companies aim for 55–70% conversion, depending on the niche.

2. Average Ticket Value (ATV)

Your Average Ticket Value tells you how much revenue your business generates per completed job.

Why it matters:
Raising ATV—even slightly—can dramatically increase revenue without adding more jobs or more marketing spend.

How to improve it:

  • Offer good/better/best pricing options
  • Add service bundles
  • Train your team on value-based selling
  • Offer maintenance plans when applicable

3. Customer Acquisition Cost (CAC)

CAC is how much you spend to acquire a new paying customer.

Why it matters:
It’s one of the most powerful KPIs for understanding the health of your marketing and sales. If your CAC is too high, profitability drops fast.

Includes:

  • Ads
  • Software/tools
  • Marketing labor
  • Agency costs
  • Sales team compensation

Goal:
Keep CAC lower than your Average Ticket Value, and ideally under 20–30% of your Customer Lifetime Value.

4. Customer Lifetime Value (LTV)

LTV measures how much revenue a single customer brings over the entire relationship with your business.

Why it matters:
High-value customers are the backbone of long-term stability.
Knowing LTV helps you understand:

  • How much you can spend on marketing
  • Which customer types are most profitable
  • Whether retention efforts are working

Ways to increase LTV:

  • Add recurring service plans
  • Improve follow-up and nurturing
  • Create seasonal or annual check-ins
  • Offer loyalty incentives

5. First-Time Fix Rate (FTFR)

FTFR tracks how often your team completes a job on the first visit without needing follow-ups.

Why it matters:
A low FTFR means:

  • Higher labor costs
  • Unhappy customers
  • Delayed scheduling for new jobs
  • Lower revenue per technician

Targets:
Best-in-class home service businesses aim for 75–90%.

How to improve:

  • Better job notes
  • Stronger technician training
  • Pre-visit checklists
  • Inventory management for necessary parts/tools

6. Marketing ROI

Marketing ROI measures how much revenue your marketing generates compared to how much you spend.

Why it matters:
Most home service businesses waste money on marketing channels without knowing what actually brings profitable leads.

Formula:
(Revenue Attributed to Marketing – Marketing Cost) ÷ Marketing Cost × 100

Goal:
Positive ROI across all main channels.

7. Job Completion Rate

Job Completion Rate tells you how many scheduled jobs are actually completed versus canceled, rescheduled, or marked incomplete.

Why it matters:
Low completion rates often mean:

  • Poor scheduling
  • Miscommunication with customers
  • Technician inefficiency
  • Equipment issues
  • Weather or external disruptions

Improving this KPI strengthens cash flow and reduces wasted labor.

8. Online Review Score & Volume

Your overall rating + total number of reviews is one of the strongest signals for local visibility and customer trust.

Why it matters:

  • Impacts Google rankings
  • Affects lead conversion
  • Serves as “social proof”
  • Influences AI search results

What to aim for:

  • 4.6+ average rating
  • Consistent, natural review velocity
  • Recent reviews (last 30–90 days)

9. Technician Utilization Rate

This KPI measures how well you’re using your team’s available time.

Why it matters:
Technicians are one of the highest costs in a home service business.
Low utilization = low profitability.

Ideal benchmarks:
75–85% utilization is strong for most home service industries.

Actions to improve:

  • Optimize dispatching
  • Reduce travel time
  • Improve route planning
  • Train CSRs to gather proper job details

10. Revenue per Lead (RPL)

RPL tracks how much revenue your business generates from each lead—one of the most revealing KPIs you can measure.

Why it matters:
It blends marketing, operations, and sales performance into a single number.

Formula:
Total Revenue ÷ Total Leads

RPL helps you understand the true quality of your leads and the effectiveness of your entire customer journey.

How to Use These KPIs to Drive Better Decisions

Tracking KPIs is only the first step. The real power comes from interpreting the trends, finding bottlenecks, and making decisions based on data instead of “gut feeling.”

Here’s how to use these KPIs effectively:

1. Create a simple weekly dashboard

Track the top KPIs weekly—not monthly—to spot changes early.

2. Compare performance by technician, job type, and channel

Most insights appear when you segment the data.

3. Set benchmarks and targets

Even small improvements (5–10%) in ATV, conversion, or utilization can significantly boost revenue.

4. Focus on the KPIs with the highest revenue impact

For most home service companies, these are:

  • Lead-to-Booking Conversion
  • ATV
  • RPL
  • Review Velocity
  • Technician Utilization

5. Review KPIs as part of your weekly leadership meeting

Data only matters when it drives decisions.

The home service businesses that grow the fastest aren’t the ones with the biggest marketing budgets or the largest teams—they’re the ones that track the right KPIs, interpret the data, and adjust quickly.

Start with these 10 KPIs. Build a simple dashboard. Review it consistently.
Within a few weeks, you’ll have more clarity, more control, and a stronger path to predictable growth.

Want help improving your online visibility, attracting more local leads, and building predictable growth—without relying on ads?
Click here to see how our team can help.

Eric Hoffman

Director of Business Development, The FS Agency
With 10+ years in marketing and SEO, Eric helps home service brands grow through visibility and performance-driven strategies.