Webinar Outline: HVAC Data Dashboard & Analytics

Measuring Results to Maximize Return on Investment

1) Welcome + What You’ll Learn (3–5 minutes)

• Introduction to All Contractor Marketing (ACM)
• Who this webinar is for:
• HVAC owners and GMs
• office managers and dispatch teams
• marketing coordinators
• What attendees will learn:
• what metrics actually matter in HVAC marketing
• how to build a dashboard that ties marketing to revenue
• how to track leads from first click to closed sale
• how to identify waste, improve ROI, and scale confidently

2) Why HVAC Marketing Without Analytics is Guessing (5–7 minutes)

• The most common HVAC marketing problem:
• money is being spent, but results aren’t clear
• What happens without tracking:
• budget waste
• inconsistent lead flow
• arguments over what “worked”
• scaling the wrong campaigns
• Key takeaway:
• if it can’t be measured, it can’t be improved

3) The HVAC Marketing Measurement Model (8–10 minutes)

Explain the full lifecycle of an HVAC lead.

The lead-to-revenue chain

• Impressions → Clicks → Calls/Forms → Leads → Booked → Estimates → Sold → Closed Revenue

Key concept:

• most companies only measure the first 20% (clicks and calls)
• ROI is determined at the end (closed revenue)

4) The ROI Dashboard: What It Should Include (10–12 minutes)

Introduce the core dashboard sections and why each matters.

A) Marketing Spend + ROI Overview

• total marketing spend
• estimated marketing revenue
• sold revenue
• closed revenue
• ROI dashboard summary

B) Lead Volume + Quality

• unique leads
• conversions
• customer interaction

C) Booking + Sales Performance

• booked customers
• book rate
• match rate
• average ticket

Key takeaway:

• a true HVAC dashboard tracks money, not just marketing activity

5) ROI and ROAS Explained (HVAC-Specific) (10–15 minutes)

Break this down clearly because it’s often misunderstood.

A) ROI Dashboard Basics

• ROI = return on investment
• what contractors should care about:
• profit impact
• revenue impact
• cost per paying customer

B) ROAS Potential vs ROAS Closed

Explain both, and why they’re different.

• ROAS Potential
• projected return based on leads, average ticket, and close rate assumptions
• useful for forecasting and planning
• ROAS Closed
• actual return based on closed revenue tracked back to marketing
• the “real score” for performance

Key takeaway:

• ROAS potential helps you plan
• ROAS closed helps you scale confidently

6) Core Revenue Metrics to Track (15–20 minutes)

This is the deep dive into the dashboard metrics you listed.

A) Customer Interaction

• inbound calls
• web form submissions
• chats/messages (if used)
• how interaction volume impacts revenue

B) Conversions

• what counts as a conversion:
• phone call
• form submission
• booking request
• conversion rate by channel

C) Unique Leads

• difference between:
• total conversions
• unique leads
• why duplicates inflate results and hide waste

D) Booked Customers

• how many leads became scheduled appointments
• why this is the most important “middle metric”

E) Book Rate

• booked customers ÷ unique leads
• how to improve it:
• speed-to-lead
• missed call reduction
• better ad targeting
• better landing pages

F) Match Rate

• leads that match your ideal customer and service area
• what lowers match rate:
• wrong keywords
• broad targeting
• lack of negative keywords
• irrelevant placements

G) Estimated Marketing Revenue

• forecasted revenue based on:
• booked jobs
• average ticket
• expected close rate
• used for early indicators before sales cycle finishes

H) Sold Revenue

• revenue from jobs that were sold
• good for measuring sales team performance
• helpful when install cycle is longer

I) Closed Revenue

• revenue actually collected/closed
• the most accurate metric for ROI and ROAS closed

J) Average Cost per Paying Customer

• marketing spend ÷ paying customers
• why this is the most useful metric for scaling decisions

K) Average Ticket

• average revenue per sold job
• track by service type:
• repair
• maintenance
• replacement/install

Key takeaway:

• the goal is not more leads
• the goal is more profitable customers

7) Turning the Dashboard Into Decisions (10–12 minutes)

Teach how to use analytics, not just view it.

Decision examples

• high leads, low booked customers:
• call handling issue
• poor follow-up
• low-intent keywords
• high booked, low sold:
• sales process issue
• price objections
• wrong lead type
• high sold, low closed:
• financing process issue
• scheduling delays
• operational bottlenecks
• high spend, low match rate:
• targeting issue
• missing negative keywords

8) Agency Analytics: What Your Marketing Company Should Report (5–8 minutes)

• what “good reporting” looks like
• what to demand from agency reporting:
• attribution
• lead quality
• booking metrics
• revenue tracking
• red flags:
• reports that only show impressions and clicks
• no call recordings or call outcomes
• no booked/sold/closed reporting

9) Channel-by-Channel Analytics Deep Dive (25–30 minutes)

This is where you cover each data source and what to monitor.

A) Call Tracking Analytics

Metrics to cover:

• answered vs missed calls
• missed call rate
• call duration
• call recordings quality review
• call attribution:
• which channel drove the call (Google Ads, SEO, GBP, LSA, etc.)

Key takeaway:

• missed calls are silent ROI killers

B) Website Traffic Analytics

• total sessions
• traffic sources:
• organic
• paid
• direct
• referral
• top landing pages
• conversion rate by page
• mobile vs desktop performance

C) Google Ads Analytics

Metrics to cover:

• average cost per click (CPC)
• phone calls
• impressions
• click-through rate (CTR)
• conversion rate
• cost per lead
• search terms report (waste reduction via negatives)

Key takeaway:

• in HVAC, keyword intent matters more than traffic volume

D) Google Local Services Ads (LSA)

Metrics to cover:

• phone call itemization
• lead types (calls/messages)
• charges and charge status
• charged
• not charged
• disputed (if applicable)
• cost per lead
• booking rate from LSA leads

Key takeaway:

• LSA can look “cheap” until you separate real leads from charged leads

E) Google Business Profile (GBP) Engagement

Metrics to cover:

• calls from GBP
• website clicks
• direction requests
• photo views and engagement
• how GBP impacts conversion even when the website isn’t clicked

Key takeaway:

• GBP is often the biggest “free lead source” when optimized

F) SEO Keyword Tracking (Google Search Console)

Metrics to cover:

• top keywords
• impressions vs clicks
• average position
• click-through rate (CTR)
• top pages by performance
• service keyword growth over time

Key takeaway:

• Search Console shows what people are actually searching before they call

G) Social Media Analytics (Facebook Focus)

Split into organic vs paid.

Organic metrics:

• post summaries
• engagement (likes, comments, shares)
• clicks
• reach and impressions
• follower/like growth

Paid social metrics (Facebook engagement ads, lead ads, traffic ads):

• impressions
• clicks
• average CPC
• engagement rate
• increased likes/followers
• leads generated (if lead forms used)

Key takeaway:

• social media success is measured by trust + action, not likes alone

10) Reporting Cadence: Weekly vs Monthly (6–8 minutes)

Weekly review

• leads
• booked customers
• missed calls
• cost per lead
• match rate
• negative keyword additions

Monthly review

• ROAS potential vs ROAS closed
• revenue attribution
• average ticket trends
• channel budget allocation
• scaling decisions

Key takeaway:

• weekly protects budget
• monthly guides strategy

11) The HVAC Analytics Scorecard (Template) (5–8 minutes)

Offer a simplified scorecard contractors can follow.

Recommended scorecard categories:

• spend
• unique leads
• booked customers
• book rate
• match rate
• sold revenue
• closed revenue
• average cost per paying customer
• average ticket
• ROAS closed

12) Q&A (10–15 minutes)

13) Announce next webinar, "HVAC and Artificial Intelligence — How to Increase Efficiency and Maximize the Customer Experience (Using ChatGPT) and provide registration link.