Analytics and reporting for a HVAC company
Most shops have four channels and one number, which is monthly revenue. That makes every marketing decision a coin flip. The question that matters is not cost per lead, it is cost per booked job by channel, and answering it requires connecting the call that came in to the invoice that went out.
The tracking that makes this possible is not complicated. Distinct numbers per channel, conversion tracking that fires on calls over 60 seconds rather than clicks, and a monthly reconciliation against your service software so booked revenue lands next to the spend that produced it.
The mistake is reading platform dashboards as truth. Google and Meta both count the same lead as theirs. Two weeks in, working looks like one page showing calls, booked jobs, cost per booked job and revenue by channel, updated weekly, with the numbers matching what your service software says rather than what the ad platforms claim.