How to Track Marketing ROI
Measure what works and invest confidently in marketing that grows your generator business
You can't improve what you don't measure. Many generator installers spend thousands on marketing without knowing what's actually working. Proper ROI tracking reveals which channels deliver profitable leads, where to invest more, and what to cut.
Step-by-Step Guide
Define Your Key Metrics
Identify what you'll track: leads by source, cost per lead, appointments set, quotes given, jobs closed, revenue per source, and customer acquisition cost. Start simple—you can add complexity later.
Focus on cost per lead and cost per acquisition first. These tell you if marketing is profitable.
Set Up Call Tracking
Use call tracking numbers for each marketing channel (website, Google Ads, mailers, etc.). Services like CallRail or WhatConverts assign unique numbers and record which source generated each call. This is essential for accurate attribution.
Don't use your main number everywhere. Without call tracking, you're guessing where calls come from.
Implement Website Conversion Tracking
Install Google Analytics 4 on your website. Set up conversion events for form submissions, phone clicks, and chat conversations. Connect Google Ads and Meta Ads to track which ads generate leads.
Use Google Tag Manager for easier tracking implementation and management.
Track Leads in Your CRM
Every lead should be logged with its source. Train your team to ask "How did you hear about us?" and record the answer. Tag leads by campaign when possible (e.g., "Google Ads - Generac" vs "Google Ads - Storm Season").
Create dropdown options in your CRM for lead sources. Free-text fields lead to messy, unusable data.
Calculate Channel ROI Monthly
Each month, calculate: (Revenue from channel - Cost of channel) / Cost of channel = ROI. Example: If you spent $2,000 on Google Ads and closed $15,000 in jobs from those leads, ROI = ($15,000 - $2,000) / $2,000 = 650%.
Account for the full sales cycle. Generator sales can take 2-6 months, so attribute revenue to the month the lead came in.
Make Data-Driven Decisions
Review ROI data monthly and adjust spend accordingly. Double down on high-ROI channels. Test improvements for underperforming channels. Cut what doesn't work after giving it adequate time (3-6 months minimum).
Don't chase shiny new marketing tactics. Let data guide your decisions, not gut feelings.
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