Cerv Performance Marketing Dashboard

Spend data pulled from the Google Ads API (all 12 MCC accounts). MQLs from CallRail API (calls ≥ 60s). Revenue attribution from HubSpot CRM (closed-won deals matched via UTM params, GCLID & hs_analytics_source). Sales verified against ISS Google Sheet tracker.
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Service
Total Spend
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Total MQLs
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Cost per MQL
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Avg Daily MQLs
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MQL Volume by Service Line

Cost Per MQL Over Time

MQLs by Channel

CallRail source attribution: which channels drive qualified calls

Channel Performance

MQL volume and qualification rate by marketing channel

ChannelCallsMQLsMQL Rate

MQLs by Day of Week

Daily Breakdown

Date Spend MQLs Cost/MQL Services TCV Cost/Svc Cost:LTV

Category Definitions

Scheduling: No Shows / Delays -- tech didn't show, appointment rescheduled multiple times, customer left waiting
Service Quality -- unhappy with work performed, bare minimum effort, service went downhill
Scheduling: No Coverage -- no technician available in the area, branch dropped a service line
Communication -- passed around between reps, no follow-up, phone number out of service
Billing Issues -- charged without service, collections disputes, refund requests
Switched to Competitor -- found another provider, went with a referral
Price / Budget -- too expensive, budget constraints, found a cheaper option
Life Change -- customer moved, passed away, lost job, pausing for personal reasons
Scheduling: Customer Access -- customer didn't provide gate code, key, or access. Customer-fixable
Pending / Unknown -- waiting for customer feedback or reason not yet documented

Campaign Continuity

Consecutive days ads running (target: 90+)

MQL Qualification Funnel

From inbound to qualified MQL — where leads drop off

MQL Disposition Reasons

Disposition Breakdown

ReasonCount% of Total

MQLs by Service Line

ServiceMQLs% of MQLs

Why MQLs Were Lost (transcript analysis)

MQL Loss Reasons

AI-analyzed from CallRail MQL summaries

ReasonCount%

Sample MQL Insights

Losses by Service Line

Daily MQL Routing Trend

Deals Closed by Rep

YTD new starts from ISS tracker

Rep Performance

Deals, TCV, avg deal size, talk time

RepDealsTCVAvg Deal% RevMQL Mins*

*Talk time is apportioned by deal share — exact per-rep minutes require tracking number → rep mapping in CallRail

Call Utilization (MQL Calls)

Total talk time on qualified calls YTD

MQL Duration Distribution

Call length buckets for qualified MQLs

Why Customers Cancelled -- Service Issues

Cancellations tied to scheduling, staffing, or service delivery

Cancellation Root Cause

Service issues vs customer-driven cancellations

In Their Own Words -- Customer Cancellation Quotes

Verbatim reasons from cancellation records. These are real customers we lost.

Close Rate by Service Line

MQLs generated vs deals closed -- highlights where leads are being generated but not converted

Closed-Lost Deals -- HubSpot Pipeline

Deals that entered the pipeline but were lost. Most have no reason recorded -- itself a problem.

Current Performance

Actual numbers from YTD data

Projected Performance

If all customers served with full capacity

Path to $4.5M — What Needs to Change

Adjust operational and budget assumptions to model revenue impact

+10%

Additional % points on close rate from faster scheduling (same day/next day appointments)

0%

% increase in avg deal value (upsell from more available techs)

3x

Scale Google Ads spend from current $44K/mo. Spend ceiling is $148K/mo (3.4x current). Full coverage across all markets pushes to $260K+/mo.

27%

CPA reduction from campaigns staying out of learning phase

Funnel Comparison

Current vs projected at each stage

Monthly Revenue Projection

Run-rate based on current vs projected metrics

Where the Gains Come From

Incremental MQLs by source

Projection Breakdown

Line-by-line impact of each lever

MetricCurrentProjectedDelta