Documented revenue
Booked jobs confirmed by the client, with ticket values.
What I call it: "Documented" or "verified revenue"
Attribution standard
How I count what counts. And what I do not.
Every result on this site is counted under this standard. If a record cannot meet it, the page says so.
The three verification tiers
Every number sits at a tier. The tier is never hidden.
Estimated gross profit
Documented revenue multiplied by the client's own stated margin, collected at onboarding and labeled as client-provided.
What I call it: "Estimated profit, at your margin"
Net profit
Not computed. The client's books are the client's books.
What I call it: Never claimed
The margin question is asked at onboarding, always: "What does a typical job return after labor and materials, roughly?" The client's answer, in the client's words, is what makes the profit line on the Ledger honest. Without it, the Ledger stops at revenue and says so.
What counts as payback
"Paid for itself" is a profit claim. It obeys the tiers.
With margin on file
Payback is the date cumulative estimated profit, at that margin, crosses cumulative spend. It is labeled "estimated payback, at your margin."
Without margin on file
The honest milestone is the revenue crossover: the date confirmed revenue crosses spend. It is named exactly that, never payback. Revenue crossing spend is not payback; at a 40 percent margin it is still a loss, and no copy, chart, or Ledger of mine ever pretends otherwise.
The attribution standard
What counts. What does not. Why it matters.
What counts as an attributed booked job
A job traceable to the campaign through tracked calls, tracked forms, or the client's own "how did you find us" answer, confirmed by the client in the monthly review.
What deliberately does not count
- Repeat customers
- Referrals from past customers
- Anything the client cannot confirm
I count conservatively. Every untracked job is your upside, not my credit.
A burned owner has heard inflated attribution before. Conservative counting, declared in advance, is the single most credible sentence I can say to him, so it appears wherever attribution appears.
The client's side of the ledger
The Ledger needs two signatures.
The Ledger needs two signatures: my tracking and the client's confirmation. This is stated in the offer, not discovered after signing.
Ten minutes a month, a fixed monthly review, or no Ledger. A client who will not confirm jobs is not a bad person; he is a client whose numbers I cannot stand behind, and the verdict date will say exactly that.
Why this exists
The industry prices leads because leads are easy to count.
I price booked jobs because booked jobs are what you deposit. If a lead costs $28.00 and only one in three books, your real number is $84.00. Most owners have never been shown their real number. I do not launch until I can compute it.
The metric itself is not my invention and I never claim it is; booked-job math exists wherever home services are marketed seriously. What I own is what surrounds the metric: the conservative attribution standard, the monthly check the client co-signs, and the verdict date. The moat is the Ledger, not the acronym.
Start here
Three numbers are enough to start.
- What the last marketing attempt cost, all-in
- What a booked job is usually worth
- How many jobs you can take on now
Send what you have. A missing number is not a blocker. Working it out is part of the audit. No contracts, ever. I reply within 12 hours.
Send the numbers
What is happening with your advertising?
Spend, leads, and what you suspect is going wrong. I reply within 12 hours.