Analytics and reporting for a solar company
Solar reporting fails because the cycle is long enough for lead count to lie to you. A channel can deliver forty leads in month one and two sales in month three, while a channel delivering twelve produces six. Owners who judge on leads kill the second one every time, then wonder why the good months stopped.
Cost per sale is the only number that settles an argument, and getting there means tracking the whole path: lead, contact, qualified, site assessment, proposal, closed, turned on. Every stage by source, with dates attached, so you can read time to close as well as rate.
Attribution honesty is the other gap. Solar buyers touch four or five channels before they call. A first-touch report and a last-touch report will name different winners, and both of them are partly right. Ask every booked homeowner where they first heard of you and write the answer down.