Revenue Attribution Worksheet
Trace every marketing dollar from source to sold job to ROI.
Who it's for
Owners who want to know their true return on each marketing channel.
Opens your browser's print dialog — choose “Save as PDF” to keep a copy.
The attribution path
Every channel should be traceable along this path.
- 1
Marketing source
The channel that produced the lead.
- 2
Lead
The inquiry that channel generated.
- 3
Appointment
Leads that converted to a booked visit or call.
- 4
Estimate
Appointments that produced a quote.
- 5
Sold job
Estimates that became paid work.
- 6
Revenue → Cost → ROI
Revenue from that source, minus what you spent, expressed as return.
Attribution worksheet
Fill one row per source per month.
| Source | Leads | Appts | Estimates | Sold | Revenue | Cost | ROI |
|---|---|---|---|---|---|---|---|
| Google LSA | 22 | 14 | 11 | 6 | $28,800 | $1,600 | 18.0x |
| 31 | 9 | 5 | 2 | $7,400 | $1,200 | 6.2x | |
ROI = Revenue ÷ Cost. A high lead count means little if few convert to revenue.
Instructions
- 1
Pick a period
Use a full month so slow and busy weeks average out.
- 2
Count each stage
For each source, count leads, appointments, estimates and sold jobs.
- 3
Add revenue and cost
Total sold-job revenue and the true cost of that channel for the period.
- 4
Calculate ROI
Divide revenue by cost. Compare sources on ROI, not on lead volume alone.
Make this standard automatic
The Lead ROI Calculator does this math for one source instantly. This worksheet extends it across every channel you run.