You're spending money on marketing. Maybe it's Google Ads, maybe it's direct mail, maybe it's a yard sign budget that quietly grew into something bigger than you planned. The question isn't whether you're spending. The question is whether you actually know which of those campaigns are bringing in revenue and which ones are just burning cash.
ServiceTitan has a built-in marketing scorecard that can answer that question. But most companies either don't know it exists, don't have it set up right, or have their CSRs doing something that wrecks the data before it even gets there. So let's walk through how the scorecard works, how to set it up properly, and the one mistake that ruins everything.
How the Marketing Scorecard Works
The marketing scorecard lives on your modular dashboard in ServiceTitan. It gives you a high-level view of how many calls and how much revenue you're getting from each of your marketing campaigns. You can also find it under the Marketing tab in the main navigation.
The concept is simple. You create marketing campaigns in ServiceTitan. You assign a unique tracking phone number to each campaign. All of those tracking numbers funnel into your one main office number, so the customer experience doesn't change. But now, because each number is tied to a specific campaign, ServiceTitan knows exactly which campaign drove that call. When that call turns into a booked job, and that job generates revenue, the scorecard ties the revenue back to the campaign.
That's the whole system. Tracking number goes on the ad. Customer calls the tracking number. ServiceTitan records which campaign it came from. Revenue gets attributed. You see it on the scorecard.
Setting Up Your Marketing Campaigns and Tracking Numbers
First, you need campaigns. Go to Settings, then Operations, then Campaigns. From here you can add new campaigns and assign them to categories. Categories are useful if you're running multiple campaigns of the same type. For example, if you have three different direct mail campaigns, you could group them all under a "Direct Mail" category and still see each one individually on the scorecard.
Next, you need tracking numbers. Under Settings, go to Phone Numbers. You can add a new number, pick your preferred area code or zip code, browse available numbers, and choose one. When you set it up, you'll assign a forwarding number (usually your main office line) and link it to the campaign you just created.
You can go in either order. Create the campaign first, then get the number. Or get the number first, then create the campaign and link it. Either way works. Just make sure every campaign that you want to track has its own dedicated number. That's the whole foundation of this system.
A Note on Texting Registration
When you add a new phone number, you'll probably see a yellow warning about registering for texting. This is the TCR (The Campaign Registry) requirement. Phone carriers like Verizon and AT&T require businesses to register before they can send text messages through an application like ServiceTitan. It's not a ServiceTitan-specific thing. If you haven't done it yet, you can complete the registration right inside ServiceTitan by searching "register for texting" in your settings.
The One Mistake That Ruins Your Marketing Data
This is the big one. A lot of companies create a campaign in ServiceTitan called "Existing Customer" and tell their CSRs to assign it any time a caller is already in the system. Regardless of what number they called in on.
Don't do this. It wrecks your data in two ways.
First, you lose legitimacy. You're no longer tracking what actually happened. You're tracking what you assume would have happened if the campaign didn't exist. And that's not a fair assumption. You don't actually know that the customer would have contacted you some other way.
Second, you lose granularity. You're funneling all these calls from different campaigns into one bucket called "Existing Customer." Now you can't tell which campaigns are helping with client retention. And client retention is not a given. Just because someone used you before doesn't mean they'll use you forever. Just because they have a membership doesn't mean they'll keep coming back. You need to know which campaigns are keeping them in the fold.
Here's a practical example. Let's say you're running a paid PPC campaign and 90% of the calls coming in on that number are from existing customers. You can see that data in reporting because you're tracking it properly. Now you have a theory: maybe you don't need that PPC campaign. What if you turned it off?
So you deactivate it and watch what happens. If your organic campaign picks up the slack and your existing customer volume stays the same, then you were right. That PPC campaign was a waste of money. But if your existing customer revenue starts dropping, you've learned something different. That PPC campaign was actually helping with retention, and it was worth the spend.
You cannot run that kind of test if you're throwing the data away by reassigning everything to "Existing Customer." If a customer calls on a campaign number, you owe that revenue to that campaign. Period.
What About Your Legacy Number?
You might be thinking: "But we have our original phone number from when the company started. Lots of customers have it saved. It's on some old trucks that haven't been rewrapped." That's fine. Create a separate campaign for it. Call it "Legacy Number" or "Main Line." But don't call it "Existing Customer" because that's not what it is. Not everyone who calls that number is an existing customer, and not every existing customer calls that number.
When someone does call on the legacy number, it's worth having the CSR ask how they found you. Because if they say they saw the number on a truck, that's a signal that you still have old branding floating around that should be updated with a tracking number.
Reading the Marketing Scorecard on Your Dashboard
Once your campaigns and tracking numbers are in place, the scorecard starts populating automatically. On your modular dashboard, you'll see it toward the bottom. It ranks your campaigns by the number of calls and revenue they've generated within whatever date range you have selected at the top of the dashboard.
By default, the dashboard shows today's data. But you can pull a broader range to get a better picture. The last 30 days or the current month are usually more useful for evaluating marketing performance. You can also filter by business unit if you want to see how campaigns perform for specific trades.
The scorecard shows you what's working and what's not. If a campaign is generating a lot of calls but very little revenue, that's worth investigating. Maybe the calls are low quality. Maybe they're all for services you don't offer. Or maybe the CSRs aren't booking them properly. On the other hand, if a campaign has fewer calls but high revenue per call, that's a campaign worth protecting and possibly scaling up.
Using Campaign Categories for Cleaner Reporting
If you're running more than a handful of campaigns, categories help keep things organized. Go to Settings, Operations, then Campaign Categories to set them up. You might have categories like "PPC," "Direct Mail," "Google Local Services," "Referral," and "Events."
Categories let you zoom out and see which types of marketing are performing best overall, then zoom in to compare individual campaigns within a category. ServiceTitan also gives you the option to require categories on all campaigns, which keeps things consistent as your marketing grows. I'd recommend turning that on, especially if multiple people are creating campaigns in your account.
Going Deeper with Marketing Reports
The dashboard scorecard gives you a high-level view, but ServiceTitan's reporting engine lets you go deeper. Under the Marketing tab, you can pull reports that show cost per lead, booking rate by campaign, revenue by campaign, and more. If you're also using Phones Pro, you get call recording tied to each campaign, which means you can listen to calls from a specific campaign and assess lead quality directly.
One thing to keep in mind is how ServiceTitan attributes revenue. The attribution follows the tracking number. When a customer calls a tracking number and that call results in a booked job, the revenue from that job gets credited to the campaign attached to that tracking number. This is why it's so important not to override the campaign assignment at the CSR level. The data is only as good as what you let it be.
If you're using Marketing Pro, you get even more. Marketing Pro Ads connects your ad spend directly to jobs and revenue inside ServiceTitan. The Ads Optimizer trains Google to optimize for high-revenue leads, not just call volume. That's a significant difference from running Google Ads on your own, where Google optimizes for clicks or calls with no context on whether those calls actually turned into money.
Marketing Integrations That Feed Your Scorecard
ServiceTitan also connects to external lead sources that can feed into your marketing data. Under Settings, go to Integrations, then Marketing Integrations. You'll find options for Google Local Services, Reserve with Google, and Angie. The setup for each is similar: you link your account, match your job types to theirs, set your availability method, and define your service area.
For availability, I'd recommend using Adaptive Capacity Planning if it's available in your account. The alternative, Business Hours time slots, doesn't account for skills or technician types. So you might end up showing availability for a service call when the only open slot belongs to your installer. Adaptive Capacity Planning is smarter about this.
One more thing on these integrations. When a customer books through one of these sources, you can choose whether it automatically creates an appointment on your dispatch board or just shows up as a booking request on the call booking screen. If you're using Adaptive Capacity Planning and have it dialed in, I'd lean toward auto-booking. From the customer's perspective, when they book online, they expect it to be booked. They don't expect a follow-up call to confirm.
The marketing scorecard isn't a bonus feature. It's how you stop guessing and start knowing which campaigns earn their keep. Set up your tracking numbers, categorize your campaigns, tell your CSRs to leave the campaign assignment alone, and check the scorecard regularly. That's how you make smarter decisions about where your marketing dollars go.
If this was useful, the Blue Collar Nerd guide goes much deeper. It covers marketing setup, reporting, dashboards, and every other part of ServiceTitan with searchable video lessons built for every role on your team. Check it out here.