You're spending money on marketing, but are you actually tracking which channels send paying customers through your door? Most door installation contractors rely on gut feel instead of data—and leave thousands on the table every year.
Why Analytics Matters for Door Installation Contractors
Door installation is a competitive local market. You might run ads, post on social media, and get referrals, but without tracking, you won't know which effort actually converts to a $3,000–$8,000 job. Analytics reveals the true ROI of each marketing channel and helps you stop wasting budget on tactics that don't work.
When you measure what matters, you can double down on leads that close and kill campaigns that drain cash with no return.
The Metrics You Must Track
Cost Per Lead (CPL)
Calculate this monthly: total marketing spend ÷ leads generated. For door installation, expect CPL ranges of $25–$100 depending on your market density and competition. Paid ads typically run $40–$80 per lead; organic and referral traffic cost far less. If your CPL climbs above $120, audit your ad targeting or landing page immediately.
Conversion Rate (Lead to Customer)
Track how many leads actually become signed contracts. Aim for 15–30% conversion from initial inquiry to closed job. If your rate is below 10%, your sales process or estimate accuracy needs work. Use a simple spreadsheet or CRM to log every lead source, follow-up date, and outcome.
Customer Acquisition Cost (CAC)
Divide total marketing spend by new customers acquired. For door installation, CAC typically ranges $150–$600 depending on job size and market. This number tells you if you're profitable—if your average door installation nets $4,000 profit but your CAC is $800, you have healthy margin. If CAC creeps toward $1,200+, you're spending too much to fill the pipeline.
Revenue Per Channel
Don't just count leads—count money. A Google Ads campaign might generate 20 leads but only $15,000 in revenue, while a referral network produces 8 leads and $28,000 revenue. Revenue per channel reveals which sources deliver high-value jobs, not just volume.
Where to Capture This Data
Your CRM or Simple Spreadsheet
Use a tool like HubSpot (free tier), Pipedrive, or even Google Sheets to log:
- Lead source (Google Ads, Facebook, referral, Mercoly, organic search, direct call)
- Date received
- Customer name and contact info
- Job type (entry door, patio door, storm door, French door, etc.)
- Estimated value
- Close date and actual revenue
- Job completion date
UTM Parameters for Digital Ads
When you run Google Ads or social media campaigns, add UTM codes to your landing page URLs so you can track clicks back to source. Example: yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=storm_doors_jan24. Google Analytics will segment this traffic separately, showing exactly which ads drive traffic.
Call Tracking Numbers
Assign unique phone numbers to different marketing channels (one for Google Ads, one for Yelp, one for yard signs). Each time someone calls, you instantly know the source. Services like CallRail or Dial cost $30–$50/month and integrate with your CRM.
Actionable Steps to Implement This Week
- Set a baseline: Manually log your last 10 leads and their sources. What percentage converted? What was revenue per source?
- Choose one tracking tool: Pick either a free CRM, a spreadsheet, or call tracking software—don't try all three at once.
- Add UTM codes to any paid ads running this week.
- Review monthly: Spend 30 minutes each month reviewing which channels brought revenue, not just volume.
Listing on Mercoly also helps you get found by local customers actively searching for door installation—and you can track those leads just like any other source to measure performance.
Frequently Asked Questions
Q: What's a realistic conversion rate for door installation leads? Most established contractors convert 15–25% of initial inquiries into signed jobs; less experienced shops often fall to 8–12% because estimates or follow-up are weaker.
Q: How long should I give a marketing channel before deciding it's not working? Give any channel at least 30–50 tracked leads before cutting it; smaller sample sizes are too noisy to draw conclusions, and seasonal variation affects door sales (spring and fall are peak).
Q: Should I track every single lead or just paid ads? Track everything—referrals, direct calls, web inquiries, and yard sign responses—so you know the true cost and quality of each source and can reinvest wisely.
Start tracking your door installation marketing today so you stop guessing and start growing.