How to use the LeadTruffle Revenue Dashboard
đź“ť Understand your lead costs, won value, and return on ad spend, and choose the revenue settings that fit your business.
Table of contents
- Open your revenue dashboard
- Understand the numbers
- How contact statuses determine outcomes
- Choose how won value is calculated
- Set your lead costs
- How Automatic works by source
- Understand Website sources
- Understand ROAS
- Compare sources and performance over time
- Common questions
Open your revenue dashboard
The revenue dashboard helps answer: What am I getting back from the money I spend on marketing? Compare sources such as Angi, Thumbtack, Yelp, and Google LSA using lead costs, won value, and return on ad spend. Recorded data and estimates work together to give you a practical view of performance.
Open Home → Revenue, or go directly to your revenue dashboard.
- Select a date range and the sources you want to review.
- Turn on Previous period to compare performance with the preceding period.
- Open Revenue settings to enter your average job value and review lead costs.
- Select Apply settings to save your changes.
Use the source table to compare performance, the chart to see changes over time, and Export CSV to download the report. Click a source name to view its matching leads.
Understand the numbers
Revenue overview, contact outcomes, and marketing efficiency.
Metric | What it tells you |
|---|---|
Estimated spend | Recorded lead costs plus estimates for inquiries without a recorded cost. Unknown costs are not treated as free leads. |
Inquiries received | The individual lead inquiries received during the selected dates. One contact can have multiple inquiries. |
New contacts | People whose first inquiry arrived during the selected dates. Repeat inquiries do not create another new contact. |
Won value | The value of won contacts, using the method you choose in Revenue settings. |
Qualified pipeline | Potential value of active contacts whose AI qualification is complete. It is not won revenue. |
Win rate | Won contacts divided by closed contacts: won Ă· (won + lost). Active contacts are excluded. |
Cost per inquiry, new contact, or won contact | Estimated spend divided by the corresponding count. |
Use the information icons to see definitions and the split between recorded, estimated, and unavailable amounts.
How contact statuses determine outcomes
The Contact outcomes section groups contacts into Active, Won, and Lost, based on the category assigned to each contact’s current status.
- Active: You are still working the opportunity. Statuses such as New, Nurturing, or Quoted can belong here.
- Won: The contact has a status assigned to the Won category. These contacts contribute to won value.
- Lost: The contact has a status assigned to the Lost category.
You can have several custom statuses within each category. The dashboard uses the category, so a status does not have to be named exactly “Won” to count as a win.
Keep statuses up to date so the dashboard reflects your actual outcomes. For setup instructions, see Managing contact statuses.
Choose how won value is calculated
Go to Revenue settings → Revenue. Enter an Average job value in either mode. Use a realistic typical job ticket for your business; it does not need to predict every individual job.
Average Job Value
Use this when you want to estimate every win using your typical job ticket.
Won value = won contacts Ă— your average job value.
For example, 5 won contacts Ă— $1,500 = $7,500. This mode does not use invoice amounts.
CRM Invoices + Average Job Value
Use this when a supported CRM is connected and you want matched invoices to inform your report.
- When a won contact has matched invoices, LeadTruffle uses the matched invoice total.
- When a won contact has no matched invoice, LeadTruffle uses your average job value.
- When an invoice is matched later, it replaces that contact’s estimate. The two amounts are not added together.
Example: You have 5 won contacts. Three have matched invoices totaling $6,000. The other two have no matched invoice, and your average job value is $1,500.
Won value = $6,000 + (2 Ă— $1,500) = $9,000.
Changing the average job value changes the estimates for unmatched wins; it does not change matched invoice totals.
If a supported CRM is not connected, the invoice option is unavailable for initial selection. Use Average Job Value. If you previously used CRM mode and disconnect it, existing matched invoices are retained; new matches require a connection.
Set your lead costs
Go to Revenue settings → Lead costs. Each source has two choices under Cost when actual is missing.
Choose Automatic or enter a fallback cost for each source. The amounts shown are examples from this account and reporting period.
Automatic
For most customers, Automatic is a useful starting point. It uses the best supported cost information available without requiring you to set every source’s price.
LeadTruffle works through these steps in order:
- Use the inquiry’s actual cost. If a supported source supplies a recorded cost, use it. An explicitly uncharged inquiry stays $0.
- Calculate from your source data. For missing costs, use recorded costs from the same source and selected reporting period. For connected Google LSA accounts, use the matching account’s spend divided by its charged leads for that period.
- Use an available benchmark. If your own data cannot provide an estimate, use a supported benchmark. Availability depends on the source, industry, currency, and market. If none is available, you can enter an amount.
For a recorded-source average, the calculation is:
Total recorded costs Ă· number of inquiries with recorded costs.
For example, 10 Thumbtack inquiries with recorded costs totaling $600 produce a $60 fallback estimate for an inquiry missing its cost. Missing costs and other estimates are excluded from the average; known $0 costs are included.
The amount shown beside Automatic is the current fallback estimate, not a fixed price charged for every lead. It can change as the selected period or available data changes.
Click How is this calculated? to see the current math or benchmark evidence. How Automatic works also links to the detailed source guide.
Enter amount
Choose Enter amount, type your cost per inquiry, and select Apply settings. For example, if you know your LSA leads typically cost $150, enter $150 as the fallback for inquiries without a recorded cost.
Use this if you know your average cost per lead and want to supply your own fallback. Your amount applies only when the inquiry has no recorded cost.
How Automatic works by source
Source | How costs are determined |
|---|---|
Angi / HomeAdvisor | Use the recorded Angi fee where supplied, then a same-source recorded average, then an available benchmark. Delivery coverage varies. |
Thumbtack | Use the recorded price and charge status, then a same-source recorded average, then an available benchmark. Uncharged inquiries stay $0. |
Google LSA | Known uncharged inquiries stay $0. For charged inquiries with matching connected-account data, use account spend Ă· charged leads in the selected period. Otherwise, use an available LSA benchmark. |
Networx, HomeBuddy, Modernize, and Yelp | Recorded costs are not currently available in this report for these sources. Use an available benchmark or enter your own amount. |
Google Ads, Meta Ads, and Microsoft Ads | Campaign spend is not currently imported into this report. Use an available paid-source benchmark or enter your own amount. |
Website | Costs roll up from the individual website traffic sources. There is no additional Website charge. |
Organic search, direct, and referrals | Not Tracked unless a cost is explicitly assigned. A traffic source alone does not establish an advertising cost. |
Unknown source | No source average or paid benchmark is invented. Enter an amount if you have a cost to assign. |
Benchmarks are estimates, not quotes from the lead provider. A national benchmark is not a city-specific rate. The calculation details show the available benchmark’s scope, research date, and supporting evidence.
Understand Website sources
A lead captured through your website appears under Website. Expand the row to see how those visitors reached the site, such as Google Ads, Google Search, Google Business Profile, or direct traffic.
For example, someone who finds you through Google Search and submits your website widget is a Website lead with Google Search as its traffic source.
- The Website row summarizes its underlying traffic sources.
- In Revenue settings → Lead costs, expand Website to configure individual traffic sources.
- The Website total does not add a separate cost on top of those sources.
- Not Tracked means no cost is assigned. It does not mean the website lead was not captured, or that all website marketing is free.
For paid website traffic, you can enter your known cost per inquiry on the relevant child source, such as Google Ads. This is a lead cost, not a cost per click. Organic search and Google Business Profile traffic do not automatically imply paid advertising.
The Website parent row does not show a blended ROAS. Review the eligible paid traffic sources beneath it instead.
Understand ROAS
Return on ad spend (ROAS) = won value Ă· lead spend.
For example, $6,000 in won value Ă· $1,000 in lead spend = 6.00Ă— ROAS.
A source needs known won-value data and positive spend, with costs covering all of its inquiries, to calculate ROAS. Recorded amounts and estimates both count toward that coverage.
- A dash means ROAS cannot be calculated, such as when costs are missing or spend is $0.
- 0.00Ă— means the source has sufficient cost data and positive spend, but no won value.
- Overall ROAS divides the combined won value of eligible sources by their combined spend. It does not average the individual source ratios.
Sources without calculable ROAS are excluded from both sides of the overall calculation. Eligible Website child sources are included once.
Compare sources and performance over time
Performance by lead source
Compare spend, won value, and ROAS across lead sources.
Use this table to see each source’s spend, inquiries, new contacts, wins, won value, and ROAS together. Click a column heading to sort—for example, Won value to see where the most value comes from, or Spend to see where you are investing the most.
Compare the return alongside the amount spent. For example, $30,000 in lead spend producing $120,000 in won value represents 4.00Ă— ROAS. Comparing sources can help you decide where to investigate performance or adjust your marketing budget. Check whether the costs and won values are recorded or estimated before making that decision.
Marketing efficiency
Review Cost per inquiry, Cost per new contact, Cost per won contact, and Estimated ROAS for a quick view of how efficiently your marketing is producing opportunities and wins.
Performance over time
Switch the chart metric to compare inquiries, new contacts, won contacts, estimated spend, or won value over the selected dates. Turn on Previous period to see how those results compare.
Won-contact results follow the report’s first-inquiry grouping and current status. They do not represent a separate count of contacts marked won on each day.
Common questions
Why are there more inquiries than new contacts?
A person can contact you more than once. Each inquiry can contribute a cost, but the person is counted as a new contact only when their first inquiry arrives.
Why did an older period’s won value change?
Outcomes reflect current contact status. A contact first received in that period may become won later. In CRM mode, a newly matched invoice can also replace an estimate.
Why does Automatic show Cost unavailable?
There is no supported automatic estimate for that source and period. Enter an amount if you know the cost. An unavailable cost is not treated as $0.
Does a missing invoice make a win worth $0?
No. In CRM Invoices + Average Job Value mode, a won contact without a matched invoice uses your average job value. A matched invoice explicitly worth $0 is different from a missing invoice.
How do I make the report more useful?
Keep contact outcomes up to date, enter a realistic average job value, connect supported sources and your CRM, and review missing lead costs. Use the calculation details when you want to understand an estimate.
Need help? Contact us at support@leadtruffle.com or message the team via the chat on this article or in-app.
Updated on: 22/09/2026
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