Analytics and reporting for a moving company
Most movers cannot answer one question: what did a booked move cost to acquire, by channel, this month. They know their ad spend and they know their revenue, and the middle is guesswork, which is why budget decisions get made on a feeling in March and regretted in July.
The fix is unglamorous plumbing. A tracking number on each channel with dynamic number insertion so ad calls are attributed and recorded. Calls counted only past 60 seconds, because moving generates an enormous volume of twenty-second wrong numbers and price shoppers. A booked-job field in whatever you use to dispatch, so leads can be matched back to trucks that rolled.
Then one page, updated weekly: calls, leads, quotes sent, moves booked, and cost per booked move by channel, split between local and long distance.
The other half is listening. Ten recorded calls a month tells you more than any dashboard, and owners who do it usually find that a meaningful share of the calls they paid for were mishandled at the phone. That finding is worth more than any bid change. Start from where you sit in the benchmark report.