A two-location dealer spends on Google Ads, Facebook ads and a booth at the spring home show. At year end the owner asks a simple question: "Which one actually made us money?"
Nobody can answer. The ad accounts report clicks, the home show produced a stack of business cards and the sales team remembers "a few good jobs from somewhere."
This guide shows what to track, two formulas, a worked example, how to handle attribution and a monthly scorecard you can start next month.
What should a flooring dealer measure?
| Stage | What to track | Why it matters |
|---|---|---|
| Leads | Count by source | Which channels start conversations |
| Appointments | Showroom visits and measures | Whether leads are real and followed up |
| Quotes | Number and value | Size of the pipeline |
| Jobs | Signed and installed | The real outcome |
| Revenue | Job value by source | The base for ROI |
Two simple ROI formulas
For a truer picture, use gross profit instead of revenue. If co-op reimbursed part of a campaign, subtract that from spend.
A worked example
Illustrative numbers for one quarter, not real results.
| Channel | Spend | Leads | Jobs | Revenue | Cost per job | Revenue per $1 |
|---|---|---|---|---|---|---|
| Google Ads | $3,000 | 60 | 8 | $48,000 | $375 | $16 |
| Facebook ads | $2,000 | 90 | 5 | $22,000 | $400 | $11 |
| Home show | $4,000 | 40 | 3 | $27,000 | $1,333 | $6.75 |
Facebook brought the most leads, but Google produced the most revenue per dollar. Judged by leads alone, this dealer would have moved budget the wrong way.
How do you track the source of every lead?
- Add UTM tags to every ad and social link, following Google Analytics' URL builder guide.
- Use separate forms or call tracking numbers per channel where practical.
- Ask every walk-in how they heard about you, and record the answer.
- Keep the source on the lead record all the way to the signed job.
What can't be attributed, and what do you do about it?
A shopper may see an Instagram post, search Google a week later and walk in after a neighbor's tip. One source gets the credit, but three played a part.
Be honest about this. Track what you can, note what you can't, and look at trends over several months rather than chasing perfect numbers.
A simple monthly scorecard
Each month, record for every channel: spend, leads, appointments, quotes, jobs, revenue, cost per job and revenue per dollar. Review it with your sales lead in 30 minutes.
Move budget gradually toward channels with the best cost per job, and give new channels at least 60 to 90 days before judging them.
A real result
One RepConnect dealer generated $57,000 in new flooring sales from $1,485 in marketing spend over three months, about $38 in flooring revenue per $1 invested. Results from one dealer, not a guarantee. Results vary by market, budget, competition and sales process.
What this looks like with RepConnect
RepConnect connects recorded outcomes to marketing activity: campaign, lead, appointment, quote, job and revenue, with a clear view of what can and can't be attributed. See plans and pricing.
The bottom line
Start the scorecard next month, even if some sources are missing. Within one quarter you'll know which channel to grow and which to cut, which is more than most year-end guesses can tell you.
Your next step: take Find Your Edge. Then read how to choose marketing software for flooring dealers.
Frequently asked questions
What is a good marketing ROI for a flooring store?
It varies by market, average job size and margin. Rather than chasing a single benchmark, compare channels against each other and against a target cost per job that fits your margins.
Should I calculate ROI with revenue or profit?
Revenue is simpler and a fine place to start. Gross profit gives a truer picture, especially when channels bring different product mixes with different margins.
How do I track walk-in customers?
Ask every walk-in how they found you and record it on the lead. Add answer options like Google, Facebook, referral, drive-by and home show to keep it consistent.
How long before I judge a marketing channel?
Give most channels 60 to 90 days. Flooring decisions take weeks, so early results undercount jobs that are still in the pipeline.