Analytics and reporting for a tree service company
Most tree companies measure marketing by feel. The phone seemed busy, so Google must be working. That falls apart the first time a storm inflates a month and the ad account takes credit for the weather.
One dashboard sorts it out. Calls by source, cost per call by campaign, estimates written, close rate, and booked revenue by channel, with crew day capacity sitting next to it so you can see whether the constraint is leads or labor. Owners are frequently surprised by that answer.
Two things usually surface in the first month. A large share of calls come from the Google profile rather than from paid ads, which changes where the next dollar should go. And the gap between estimates written and jobs booked is wider than anybody thought, which is a follow up problem rather than a lead problem.
The report is one page, weekly, in plain language, and it names the one number worth acting on instead of listing forty.