The Truth:
which lead sources really pay you.
The Truth is revenue attribution for home service contractors that shows, for every lead source, the leads it brought, the jobs that were really paid, what it cost and what each closed job really cost you, counted from the money in your bank, not from what the ad platforms report.
Every lead source on one screen, from the first lead to the money in the bank
Paid search, social media ads, organic search, your web form, referrals: each one with its leads, its closed jobs, what it cost, what it collected, its cost per closed job, its ROAS and what it gained or lost. This is an example month; yours is built from your own leads and your own invoices.
| Lead source | Leads | Closed jobs | Close rate | Cost | Collected | Cost per closed job | ROAS | Gained or lost |
|---|---|---|---|---|---|---|---|---|
| Paid search ads | 110 | 17 | 15% | $2,200 | $8,500 | $129 | 3.9× | +$6,300 |
| Facebook ads | 60 | 4 | 7% | $900 | $1,600 | $225 | 1.8× | +$700 |
| Instagram ads | 40 | 2 | 5% | $600 | $800 | $300 | 1.3× | +$200 |
| TikTok ads | 50 | 1 | 2% | $500 | $350 | $500 | 0.7× | −$150 |
| Organic search | 30 | 9 | 30% | $0 | $4,500 | $0 | No spend | +$4,500 |
| Website form | 25 | 6 | 24% | $0 | $2,700 | $0 | No spend | +$2,700 |
| Referrals | 15 | 8 | 53% | $0 | $4,000 | $0 | No spend | +$4,000 |
| Total | 330 | 47 | 14% | $4,200 | $22,450 | $89 | 5.3× | +$18,250 |
It brought the cheapest leads, $10 each, and closed 1 job out of 50.
8 closed jobs out of 15 leads, and they didn’t cost a thing.
Example month for a home service contractor, with illustrative numbers. It works the same for every channel you use: Facebook, Instagram, TikTok, paid search, organic search, web forms, referrals and more. Gained or lost is what you collected minus what the source cost. ROAS is what a paid source brought in divided by what it cost; organic sources cost nothing, so they have no ROAS and everything they bring in is gain.
Five numbers for every lead source
Every number comes from the same record: the lead, the job your crew did and the invoice your customer paid. Nothing is estimated and nothing is copied from an ad platform.
Leads by source
How many leads each source brought in: calls, forms, social media, organic search, referrals.
Closed jobs, really paid
How many of those leads became jobs your customer actually paid for.
Spend by paid source
What each paid source cost you. It comes in on its own; you don’t type it.
Real cost per closed job
What it really cost to win one paid job from that source. Organic costs nothing.
ROAS and gained or lost
What each paid source returned for every dollar, and what it left you in the bank after its cost.
Is the cheapest lead the cheapest job?
Usually not. Cost per lead tells you what a source charges to make the phone ring. Cost per closed job tells you what it costs to put money in your bank. They rank your sources differently, and only the second one pays the bills.
In this example TikTok has the cheapest leads, $10 each, and the most expensive job, $500. Paid search costs twice as much per lead and less than a third as much per job.
- Cost per lead
- Cost per closed job
Which lead sources actually turn into paid jobs?
The source that brings the most leads isn’t always the one that brings the most jobs. Put the two side by side and the sources that look busy separate from the ones that make money.
TikTok brought 15% of the leads and 2% of the jobs. Referrals brought 5% of the leads and 17% of the jobs.
- Share of leads
- Share of closed jobs
Organic costs nothing. That’s why it pays the most.
Organic search, your web form and referrals have no ad spend, so everything they bring in is gain. Paid sources have to earn back what they cost first. Seeing them on the same scale tells you where your money is really made.
Three sources with no spend left $11,200. The only one in the red was a paid source.
Fix what loses money. Scale what works. Grow what’s free.
The report is only worth the decision it changes. These are the three it makes simple.
Correct the source that loses money
A source in the red gets fixed or cut: a different audience, a different offer, or the budget moved somewhere it pays.
Push the paid source with the lowest cost per job
When a paid source wins jobs cheaply, more budget there is the safest money you can spend on marketing.
Invest in the organic that already works
Reviews, referrals and your map listing cost nothing per lead. When they close jobs, they deserve your time.
Counted from the money you collected, not from what the platforms report
Ad platforms report what they can see: clicks, calls and conversions. That’s useful, and it’s their side of the story. The Truth counts your side: the jobs your customers paid for, by source. You can put the two next to each other and decide with both.
What an ad platform reports
- Clicks, calls and conversions it can observe
- Only the campaigns on that platform
- Its own definition of a conversion
What The Truth counts
- Jobs your customers actually paid for
- Every source side by side, paid and organic
- The money that cleared your bank
Closed-loop reporting in three steps, with nothing for you to build
The source is stamped the moment the lead comes in.
A call rings on the tracking number of its source; a form carries the page or campaign it came from. Social media, organic search and referrals each keep their own source from the first second.
One record from the first lead to the paid invoice.
The lead, the job your crew works and the amount your customer paid live on the same record in Korinca’s own CRM. Nothing is re-typed into a second system, so nothing falls out between them. This is offline conversion tracking without a developer.
Cost per closed job and ROAS, by source.
Spend for every paid source comes in on its own, so each source can be read by what it cost, what it collected, what each closed job really cost and its return on ad spend.
Lead → Source → Job → Collected → Cost per closed job
Reported conversions or money in the bank
| Without The Truth | With The Truth |
|---|---|
| You know how many leads came in, not how many became paid jobs. | Every lead source shows its closed jobs and what they collected. |
| Each ad platform reports its own numbers, its own way. | Every source is read the same way, paid and organic, on one screen. |
| Organic, referrals and repeat customers are invisible in the ad report. | They show up with their jobs and their money, and a cost of zero. |
| Budget goes to the source with the cheapest leads. | Budget goes to the source with the cheapest closed jobs. |
| You find out a source was losing money months later, if ever. | A source in the red shows up in red, the same month. |
Questions about revenue attribution
What is revenue attribution for a contractor?
Revenue attribution is tying the money you were actually paid back to the source that produced it. For a home service contractor that means following each lead from its source to the job and the invoice that was paid. The Truth keeps all of that on one record, so “which source made me money” is answered with paid invoices, not with conversion counts.
How do I know which of my ads and lead sources actually make money?
Look at the closed jobs and the money collected by source, not at clicks or leads. The Truth puts every source side by side, paid and organic, with its leads, its closed jobs, what it cost and what it collected, so the sources that pay for themselves and the ones that lose money are visible on one screen.
What is the difference between cost per lead and cost per closed job?
Cost per lead is what a source charges to make the phone ring. Cost per closed job is what it costs to win one job your customer paid for: the source’s cost divided by its closed jobs. A source can have cheap leads and expensive jobs, which is why The Truth shows both.
Does it include organic search, social media and referrals?
Yes. Every lead source is counted the same way: paid search, social media ads, organic search, your web form, referrals and repeat customers. Organic sources have no ad spend, so their cost per closed job is zero and everything they collect is gain.
Can you calculate ROAS for organic sources?
No, and that is good news. ROAS is what a source brought in divided by what it cost, and an organic source cost nothing, so there is nothing to divide by. The report marks it as no spend and counts everything it collected as gain.
How does the spend for each source get into the report?
On its own. The spend for every paid source comes in automatically, so you don’t type anything, and each source’s cost sits next to the jobs it produced.
Why does my ad platform show more conversions than the jobs I actually got paid for?
Because a conversion is an event the platform can observe, like a call or a form, and a paid job is money in your bank. Not every conversion becomes paid work. The Truth counts the paid jobs by source, so you can put the two numbers side by side and budget from the one that pays.
What is offline conversion tracking, and do I need a developer?
Offline conversion tracking is how a sale that closed on the phone or at the customer’s door gets tied back to its marketing. The usual version needs a developer to capture IDs and upload them on a schedule. Korinca skips that: the lead, its source and the amount collected are written on the same record from the start.
What counts as a paid job?
A job your crew completed and a customer paid for, with the amount collected recorded on the same record that started as the lead. Not a form fill, not a call that rang, not an estimate you are still chasing. If the money did not clear, The Truth does not count it.
Does The Truth need the field CRM I already use?
No. Korinca is all-in-one: the receptionist, the CRM and The Truth live in one system, so there is nothing to connect. The leads, the jobs and the money are already on the record The Truth reads.
Proof is the last link. It only holds because of the three before it.
The AI receptionist answers every call and web form, in English and Spanish, at any hour.
Read Answer →Your crew gets the alert the moment a lead comes in, from any source.
Read Alert →The lead, the job and the invoice are written in a CRM Korinca owns, with the source attached.
Read Capture →Prove is the fourth, and it is this page. See the four told together →
Never miss a lead. Know exactly what pays.
In five minutes, Team Korinca shows you the receptionist answering a real call in English and Spanish, and the report that tells you what each lead source cost and how many jobs it closed.
- Set up by our team
- On the number you already have
- English and Spanish
También contesta en español.