Call Source Summary Report

Report Overview

The Call Source Summary Report provides a high-level, aggregated view of your operational and marketing performance. It condenses the detailed, row-by-row data from the "Call Source Report" into key totals and percentages.

The primary purpose of this report is to help you analyze trends, measure the effectiveness of your marketing sources, and understand the overall outcomes of customer interactions over a specific period. It is designed for strategic analysis rather than auditing individual calls.

---

Key Metrics Explained (Call Summary)

This section provides a top-level summary of all activities tracked in the system for the selected date range.

• Total $ Booked
• Average Booking
• Total Actions
• New Customers
• Existing Customers
• Total Booked
• Online Booked Count
• Other
• Number of Lost Sales
• Cancellations
• Reschedules

---

Understanding the Source Summary

1. This powerful section breaks down your booked jobs by marketing source, separating them into New and Existing Customers. This allows you to see exactly which channels are driving your most valuable business.
2. Each line item represents a specific marketing source and follows a Count / Percentage format.
   • The Count (Number on the left): This is the absolute number of booked jobs from that specific source, for that customer type (New or Existing).
   • The Percentage (Number on the right): This shows what percentage of your Total Booked jobs came from this specific source and customer type.
3. The Group of the source.
4. The name of the Source.
5. These percents are each equivalent to the number directly above it divided by the number under the "Total Calls" header.

Example:

Under the "New Customers" column, you see a line for "Media - KSL.." that reads: 36 / 6%

• 36 means there were 36 booked jobs from new customers that were attributed to the "Media - KSL..." source.
• 6% means that these 36 jobs represent 6% of your total booked jobs for the period (e.g., 590 total booked jobs).

  • The calculation is:

    Percentage=(36 Booked from Media - KSL.. / 590 Total Booked Jobs)×100=6%

---

💡 Ideas on How to Use This Report

This report is essential for making data-driven decisions about your marketing budget, sales strategies, and customer acquisition efforts.

• Optimize Marketing Spend:
  • Action: Review the Source Summary section. Identify which sources are generating the highest number of Total Booked jobs and the largest Total $ Booked. Allocate more of your marketing budget to these top-performing channels and consider reducing spend on sources that are not delivering results.
• Analyze Customer Acquisition vs. Retention:
  • Action: Compare the "New Customers" and "Existing Customers" columns in the Source Summary. This reveals which channels are best for acquiring new clients versus which are more effective for driving repeat business. For example, you might find "Google Ads" brings in new customers, while "Email Newsletter" is great for existing ones. Tailor your messaging accordingly.
• Evaluate Campaign Health and Performance:
  • Action: Run this report for a specific week or month when you launched a new marketing campaign. Compare the Total Booked and Total $ Booked metrics against a similar period without the campaign. This provides a clear measure of the campaign's direct impact on revenue.
• Set Sales and Growth Targets:
  • Action: Use historical data from this report to establish benchmarks. If you know your Average Booking value is $400 and you booked 500 jobs last August, you can set realistic revenue and booking targets for your team for the upcoming August. You can also set specific goals for new customer acquisition.