Get Clear on the Numbers That Actually Move the Needle in Your Roofing Company
In the roofing business, hard work gets the job done. But if you want to scale, maximize profits, and create a business that runs like a machine, you need more than ladders and shingles—you need data.
Yet most roofing companies aren’t tracking the numbers that matter.
In this post, we’ll walk you through the critical KPIs (Key Performance Indicators) that can help you:
- Book more jobs
- Identify leaks in your sales process
- Improve profitability
- Build a predictable, sustainable business
Let’s dive in.
🧱 What Are KPIs (And Why They Matter in Roofing)
KPIs are the key metrics that tell you how your business is performing.
They answer questions like:
- Are my marketing efforts bringing in real leads?
- Is my sales team closing enough jobs?
- Am I pricing jobs profitably?
- Is my crew delivering on time?
Without KPIs, you’re guessing. With KPIs, you’re strategically adjusting for growth.
📈 The Top Roofing KPIs You Should Be Tracking
Here’s a breakdown of the most valuable KPIs for a roofing contractor—divided by category:
1. Lead Generation & Marketing KPIs
These metrics tell you how well your marketing is performing.
✅ Leads Per Month
What it tells you: Are you consistently bringing in new business opportunities?
How to track: Use your CRM or Google Ads/Facebook Ads dashboard to count qualified leads.
✅ Cost Per Lead (CPL)
What it tells you: How much you’re spending to get a potential customer.
How to calculate:CPL = Total Marketing Spend ÷ Number of Leads
Pro Tip: Compare CPL from different channels—Google Ads, Facebook, SEO, referrals—to double down on the most profitable sources.
✅ Lead-to-Appointment Conversion Rate
What it tells you: How effective your team is at turning inquiries into booked site visits or inspections.
Formula:Appointments ÷ Total Leads × 100
2. Sales Performance KPIs
Measure how well you’re turning leads into paying customers.
✅ Close Rate (Lead-to-Sale Conversion)
What it tells you: How effective your sales process is.
Formula:Number of Sales ÷ Number of Leads × 100
Benchmark: 30–40% is solid in residential roofing. Less than 20%? You may need better sales scripts or follow-ups.
✅ Average Job Size (Revenue per Job)
What it tells you: The typical dollar value of a job.
Formula:Total Sales Revenue ÷ Number of Jobs
This helps with forecasting and understanding how much each job contributes to your bottom line.
✅ Sales Cycle Length
What it tells you: How long it takes to close a deal.
Why it matters: Faster cycles = more jobs completed per year.
3. Production & Operations KPIs
These help you ensure jobs are delivered efficiently and on time.
✅ Jobs Completed Per Crew Per Month
What it tells you: How productive your crews are.
Use this to optimize labor and set realistic targets.
✅ Average Time to Completion
What it tells you: How long it takes from signed contract to job completion.
Delays hurt reputation and cash flow—this KPI helps identify bottlenecks.
✅ On-Time Job Completion Rate
Formula:Jobs Completed On Time ÷ Total Jobs × 100
Aim for 90%+ to keep customers happy and referrals flowing.
4. Customer Satisfaction KPIs
Happy customers = more reviews, more referrals, and more revenue.
✅ Net Promoter Score (NPS)
What it tells you: How likely your customers are to refer you.
Ask: “On a scale of 0–10, how likely are you to recommend us?”
NPS = % Promoters (9–10) – % Detractors (0–6)
✅ Online Review Score
Track your average review score on Google, Yelp, Facebook, etc.
4.7+ is ideal in roofing—consistency and quick response help boost this.
5. Financial & Profitability KPIs
These metrics tell you how profitable and financially healthy your business is.
✅ Gross Profit Margin
Formula:(Revenue – Cost of Goods Sold) ÷ Revenue × 100
This tells you how much you’re making after materials and labor—not including overhead.
Target: 40–50%+ for residential roofing jobs.
✅ Net Profit Margin
Formula:Net Profit ÷ Revenue × 100
This includes all expenses and is the true measure of business success.
✅ Revenue Per Employee
What it tells you: How efficient your team is.
Formula:Total Revenue ÷ Number of Employees
Great for spotting over- or under-staffing issues.
💡 Bonus KPIs You Should Consider
- Retargeting ROI: Are your follow-up ads converting previous visitors?
- Website Conversion Rate: % of visitors who fill out your form or call
- Missed Call Rate: How many incoming calls went unanswered (costing you leads)
- Customer Lifetime Value (CLV): Especially if you offer maintenance or upsells
🛠 Tools to Help You Track Roofing KPIs
You don’t need to be a data nerd or hire a CFO. Use these tools:
| Tool | Purpose |
|---|---|
| JobNimbus / AccuLynx / Builder Prime | CRM + sales/production tracking |
| Google Analytics | Website traffic and conversion tracking |
| CallRail or WhatConverts | Phone call tracking and lead attribution |
| QuickBooks / Xero | Financial KPIs |
| Google Looker Studio | Visual dashboards pulling data from multiple tools |
| Excel or Google Sheets | Manual tracking if you’re just starting out |
📊 Real Example of Using KPIs in Action
Let’s say you spend £2,000/month on Google Ads.
You get 80 leads → 24 estimates sent → 12 jobs won
Total Revenue: £72,000
Let’s calculate:
- Cost per lead: £2,000 ÷ 80 = £25
- Close rate: 12 ÷ 80 = 15%
- Average job size: £72,000 ÷ 12 = £6,000
- Revenue per lead: £72,000 ÷ 80 = £900
- Gross profit margin (estimated at 45%) = £32,400
These numbers tell you exactly what you’re earning for every £1 spent—and how to scale it.
🧠 Final Thoughts: KPIs Help You Work Smarter, Not Just Harder
Roofing is physical, but business success is strategic.
Tracking the right KPIs gives you a dashboard for success—so you can stop guessing and start growing intentionally.
And remember: you don’t have to track everything at once. Start with just 3–5 KPIs, build from there, and create weekly scorecards your team can use.
Because when you know your numbers, you control your growth.
Want Help Tracking the Right Roofing KPIs?
At RankRoofer.Digital, we specialize in helping roofing companies implement CRM systems, dashboards, and data strategies that grow revenue.
📈 Book a free consultation today—and let’s make your roofing business data-driven and profit-smart.
