In 60 Seconds

KPIs in 60 Seconds

•Lagging vs. Leading: Revenue is a Lagging indicator (It already happened). Call Volume is a Leading indicator (It predicts the future). You need both.
•The Big 5: Call Count, Booking Rate (%), Average Ticket ($), Close Rate (%), and Daily Revenue.
•Visuals: Use Speedometers for rates (Booking %) and Bar Charts for volume (Revenue). Humans process shapes faster than numbers.
•TV Mode: Put the dashboard on a big TV in the office. 'What gets measured gets managed.' If everyone sees the Booking Rate, it will go up.
•The 'Red' Rule: Use conditional formatting. If Booking Rate drops below 80%, turn the number RED. It signals 'Action Required'.

You cannot fly a plane without an altimeter. You cannot run a business without a dashboard.

Logging into QuickBooks once a month is not management. It is an autopsy.

You need Real-Time visibility.

The Big 5 Daily Metrics

1. Conversion Rate (CSR)

Definition: (Booked Jobs / Total Calls).
Goal: >85%.
Why: If the phone rings but you don't book it, you are lighting marketing money on fire.

2. Close Rate (Tech)

Definition: (Sold Jobs / Ran Opportunities).
Goal: >40% (Repair), >70% (Demand), >30% (Projects).
Why: Tells you if your techs can sell.

3. Average Ticket (AOV)

Definition: (Total Revenue / Total Jobs).
Goal: Depends on trade (e.g., $350 for HVAC Service).
Why: Tells you if techs are offering options or just being "Order Takers."

4. Car Count (Capacity)

Definition: Number of unbooked slots for tomorrow.
Goal: 0.
Why: An empty truck is a cost. If tomorrow is empty, Launch a Promo NOW.

5. Revenue vs. Pace

Definition: Current Month Revenue vs. Goal.
Visual: A progress bar. "We are at 60% of goal, with 50% of the month left."
Why: Motivation.

Building the Dashboard

You don't need fancy tools.

Level 1: Whiteboard. Write the numbers every morning at 8 AM.
Level 2: Excel/Google Sheets.
Level 3: PowerBI / Tableau / ServiceTitan built-in.

Implementation: The Morning Huddle

Data is useless without communication.

8:00 AM Standup: Look at the Dashboard.
"Sarah, your Booking Rate was 95% yesterday. Awesome."
"Mike, your Average Ticket was $100. Let's roleplay options."

Verification Checklist

Automated Data: Does the dashboard update itself? If you have to type it in efficiently, you will stop doing it.
Mobile Access: Can you see it on your phone? (For when you are on vacation).
Trend Lines: Don't just show "Today." Show "Last 30 Days." Is the line going up or down?

Common Mistakes

[!CAUTION] Vanity Metrics Don't track "Facebook Likes" or "Website Hits." They don't pay the bills. Track Leads, Appointments, and Cash.

Analysis Paralysis: Don't have 50 numbers. You can't focus on 50 things. Pick the 5 that matter most right now.
Shaming: Don't use the dashboard to humiliate people publicly. Use it to coach.

FAQ

Q: My numbers are bad. Do I hide them? A: No. Show the team. "We are losing. We need to fight." Transparency builds buy-in.

Q: How often should I check? A: Morning (Plan the day). Noon (Mid-course correction). Evening (Scorecard).

Sources and References

Measure What Matters: OKRs - Goal setting theory.
ServiceTitan: Titan Intelligence - Industry benchmarks.

Changelog

2024-07-28: Initial publication.

Read Next in This Hub:

Job Costing - The financial dashboard.
Call Tracking - The marketing dashboard.

Related System:

Automation Architecture - We build the dashboards.

Dashboard Design: The 5 KPIs Every Service Business Owner Needs Daily