Analytics and reporting for a towing company
Most yards judge marketing by feel, which is why good channels get cut in slow months and bad ones survive. Six numbers settle it: calls received, calls answered, cost per answered call by channel, booked jobs per answered call, average ticket by revenue line, and reviews gained. One page, once a month.
Getting there needs call tracking numbers on each channel so every ring is attributed to whatever paid for it, and a booked-job field the dispatcher fills in. Without both, every report is a story about clicks, and a click is not a call and a call is not a job. The mistake is judging a channel in week two, or judging it on impressions, when paid search needs three weeks before the data means anything. Compare your own figures against the benchmark report too, where the median is 31 reviews and 36.7% of yards have no website, so you can separate your performance from the market.