Clicks and impressions show reach. They do not answer the owner's next question: which enquiries became jobs? A home-service dashboard should display the stages between first contact and finished work, with the source and date rule behind every number.
Start with a modest dashboard. If the team does not record job outcomes consistently, a bigger chart only makes the gaps harder to see.
The first screen
Show the selected period and location, then five counts: recorded enquiries, qualified enquiries, booked jobs, completed jobs and completed-job revenue. Give each metric a definition beside the chart. A booking is a commitment to do work; a completed job is work marked finished. If a deposit counts as revenue in your accounting system, define that separately rather than silently mixing it with completed-job revenue.
Use enquiry date for new opportunities and completion date for finished-job totals. These figures will not always reconcile one-to-one in the same calendar month. A lead received at month-end can become a job next month.
Break out the sources
Use source categories your records can support: Google Business Profile, unpaid website search, Google Ads, Meta Ads, referral, repeat customer, other and unknown. Keep the last category. Hiding unknowns makes attribution look more certain than it is.
For each source, show enquiries, booked jobs, completed jobs, completed-job revenue and direct job costs if available. Show advertising spend on a separate row. One customer can encounter several channels; a simple source field usually records one assigned source, not every touch.
Add an operations view
An owner also needs to see where the team lost momentum: unassigned enquiries, overdue first responses, quotes awaiting follow-up and jobs without a completed status. Filter those lists by team member and service area if the business records both. Let staff open the underlying enquiry or job; a total without a traceable record invites disputes.
Label margins and return carefully
Job-level gross margin is completed-job revenue minus recorded direct job costs. It is not net profit because overhead, taxes and other costs remain. If you display return on advertising spend, define the numerator and denominator and say whether the figure is based on recorded source assignment or a more complete attribution method. Leave the metric blank when the input data is missing.
The dashboard demo uses a fictional company and invented figures to show how this can look. The Budapest cleaning case uses operational reports, but it also explains which earlier source data was unavailable. That limitation is part of honest reporting.