Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for Roofing
Analytics for Roofing Companies in the UK
After a storm your phone rings and your inbox fills, yet most of those contacts will never sign. Analytics follows each call, form and yard sign scan through the inspection and the estimate to a contract, so you know which sources produce roofs and which only produce visits.
For roofing owners who want inspections, estimates and signed roofs traced to the source, with insurance jobs and cash jobs reported separately.
Why roofing leads need a longer memory
Context from how your customers search, compare and book.
A roofer rarely closes on the first call. A homeowner sees a stain, books an inspection, waits for a quote, talks to an insurer or a spouse and signs weeks later. By then the first search or yard sign is long forgotten, unless the record keeps it attached.
Two kinds of customers behave differently. Insurance work has a claim, an loss adjuster and often a delay before anyone can sign, while cash work depends on price, financing and trust. Blending them produces a close rate that is true of neither and a cost per job nobody can use.
Weather muddies everything. After hail or a wind event, calls climb from every source whether or not your ads changed. Without the storm date marked in the report, a good month is credited to spend that did nothing, and a quiet month is blamed on spend that did fine.
Roofing also has offline sources that analytics cannot see. Canvassing, a finished roof on the next street, a truck parked on the street and word of mouth all produce calls. We label those as unattributed and keep the share visible, so the report never claims more than it knows.
Who gets value from clear numbers
groups Customer segments
- person Residential replacement firms with a sales team running in-home estimates
- person Storm response crews that handle insurance claims for homeowners
- person Repair-focused roofers who want to move customers toward replacements
- person Commercial roofing teams winning maintenance and recoating contracts
psychology What drives their decision
- check_circle Inspections, estimates and signed contracts counted as separate steps
- check_circle Insurance jobs and cash jobs reported apart
- check_circle Storm dates marked beside call volume
- check_circle A cost per signed roof by source, not just per call
How we deliver Analytics
A clear, repeatable process built around how roofing customers search and decide.
1
Define the steps
We agree on the stages worth counting: inspection booked, inspection done, estimate sent, claim opened, contract signed, financing started and job complete. Each one has a plain name and someone responsible for marking it. They are kept few on purpose, so staff can mark them quickly.
2
Tag every source
Tracking numbers go on ads, map listings, mailers and yard signs, and each sign or card can carry a scan code. Forms record the roof problem and whether an insurance claim is involved, so the type of job is known early.
3
Mark the storm calendar
We keep a simple list of storm dates and severe weather in your service area. Reports show call volume against that list, so spikes that follow the weather are not credited to a campaign and genuine gains stand out.
4
Connect revenue to origin
Each month signed contracts are matched to the first contact. You see a cost for an inspection, an estimate and a signed roof, for insurance work and for cash work, instead of a single blended number.
5
Review with the sales team
We read the report with your owner and estimators and look at lost jobs together. Weak sources, slow follow-up and mismatched expectations are discussed, and a short list of changes is agreed before anything is moved.
monitoring
What Roofing Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Stage definitions and tracking setup
- check_circle Yard sign and mailer codes
- check_circle Storm calendar reporting
- check_circle Claim and cash job split
- check_circle Monthly review with estimators
What you can expect
- verified You know what a signed roof costs, not just a lead or an inspection
- verified Insurance jobs and cash jobs are counted on separate lines
- verified Storm surges are no longer credited to the wrong campaign
- verified Yard signs and mailers are measured next to search ads
- verified Slow follow-up shows up in the lost-job reasons
- verified Budget shifts toward the sources that produce signed contracts
Deliverables you receive
inventory_2 Stage list from inspection booked to job complete
inventory_2 Tracking numbers and scan codes for ads, mailers and yard signs
inventory_2 Forms that note roof problem, roof type and claim status
inventory_2 Storm calendar laid over call and lead volume
inventory_2 Signed contract matching to first source each month
inventory_2 Cost per inspection, estimate and signed roof for insurance and cash work
Technical approach
The mechanics behind Analytics for roofing, explained plainly.
Scan codes and numbers
A yard sign with its own number or code shows how much work nearby homes drive. Mailers and door hangers get their own numbers too, so offline effort sits next to paid search in the same table and can be judged fairly.
Claim and cash flags
A simple field marks each job as an insurance claim or a cash job as soon as it is known. The flag lets reports show close rates and time to signature separately, which are very different for the two.
Handling a long delay
A job can wait weeks for a claim decision. We keep the original source attached through the delay and record the signature date, so a contract signed in March is still credited to the January search that began it.
What Roofing analytics setup costs
Roofing analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from tracking
The first reports verify the tracking works. The comparison between sources arrives once enough roofs have closed.
Days 1 to 14
We define the steps, place numbers and codes, and test each form and number by hand. Your team agrees how claim and cash jobs are flagged, and anything that records twice or not at all is fixed.
Weeks 3 to 8
Leads begin to carry their source into the estimate stage, and your estimators mark outcomes. The first split of insurance and cash work appears, and sources that bring inspections but few contracts become visible.
Months 3 to 6 and beyond
After a few months, and ideally one storm season, you can compare cost per signed roof across sources. We promise no volume, some leads will stay untraceable, but your spend follows evidence rather than hunches.
Other Roofing marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
What can roofing lead tracking show me? expand_more
It shows which call, form or sign scan came from which source, and whether it moved on to an inspection, an estimate and a contract. For roofing, that separates a signed roof from a curious caller.
Can you track yard signs and mailers? expand_more
Yes. Each can carry its own number or scan code, so a roofing sign on a lawn is measured next to your search ads. Canvassing results can be logged in the same way.
How do you separate insurance and cash roofing jobs? expand_more
A field is set early, from the form or the first call, and updated by your estimators. Reports then show close rates and time to signature for each type on separate lines.
Do storms distort the numbers? expand_more
Yes, and the report accounts for that. We mark storm dates and show them beside call volume, so you can see which gains came from the weather and which came from your campaigns.
What if we lose track of leads in the field? expand_more
Estimators log outcomes on a phone in a few taps. If they do not, the gap is reported as missing data. A roofing job system can often pass statuses automatically, which reduces that effort.
Can we see which source produces the biggest roofs? expand_more
Where contract values are matched, yes. Some sources bring many repair calls and others bring fewer, larger replacements, and the report places them side by side.
Will tracking help me win more roofing jobs? expand_more
Indirectly. It shows where roofs come from, so spend moves toward what works. The tracking itself brings no work, and we do not promise any number of contracts.
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