Step 1: Create Tracking Campaigns for Every Marketing Channel
Start by listing every marketing channel you use — Google Ads, Local Services Ads, Facebook, direct mail, yard signs, truck wraps, referrals, Google Business Profile organic, your website organic, and any other channel. Each one needs its own tracking campaign in ServiceTitan.
Navigate to Settings > Marketing > Tracking Campaigns. Click 'Add Campaign' and name it clearly — use a naming convention like 'Google Ads - Search' and 'Google Ads - LSA' rather than just 'Google.' You'll thank yourself when you have 15+ campaigns and need to read the data.
The biggest mistake here is not being granular enough. 'Google' as a single campaign tells you nothing. Split it into Google Ads (paid search), Google LSA, Google Business Profile (organic maps), and Google Organic (website). Each of these channels performs differently and should be measured separately.
- List every marketing channel you spend money or time on — be exhaustive
- Create one tracking campaign per channel in Settings > Marketing > Tracking Campaigns
- Use clear naming: 'Google Ads - Search' not just 'Google'
- Split channels granularly: Google Ads, Google LSA, Google Maps, and Google Organic are 4 separate campaigns
- Don't forget offline: direct mail, yard signs, truck wraps, door hangers, referrals
- Include a 'Website - Organic' campaign for people who find your site through non-paid search
Step 2: Assign Dedicated Phone Numbers to Each Campaign
Each tracking campaign needs its own dedicated phone number. When a homeowner calls that number, ServiceTitan automatically attributes the call to the correct campaign — no CSR input needed. This is the most reliable form of attribution because it removes human error from the equation.
You can purchase tracking numbers directly through ServiceTitan or use a third-party call tracking provider like CallRail. ServiceTitan tracking numbers cost roughly $3-5/month each. For most contractors with 8-15 active marketing channels, this adds $24-75/month — a trivial cost for accurate attribution data.
Place the correct tracking number on each marketing asset: Google Ads extensions get the Google Ads tracking number, your Facebook page gets the Facebook tracking number, your mailers get the direct mail tracking number. The phone number on your website should be the 'Website - Organic' tracking number.
- Purchase a dedicated phone number for each tracking campaign ($3-5/month each)
- Numbers can be purchased through ServiceTitan or third-party providers like CallRail
- Place the correct tracking number on its corresponding marketing asset
- Google Ads call extensions → Google Ads tracking number
- Your website → Website Organic tracking number
- Direct mail pieces → Direct Mail tracking number
- Cost for 10 tracking numbers: ~$30-50/month — worth every penny for accurate data
Step 3: Set Up Campaign Categories for Rollup Reporting
Campaign categories group individual campaigns into buckets for high-level reporting. For example, 'Google Ads - Search,' 'Google Ads - Display,' and 'Google Ads - Remarketing' all roll up into the 'Paid Search' category. This lets you see both the granular and the big picture.
Go to Settings > Marketing > Campaign Categories and create categories that match how you think about your marketing budget. Common categories: Paid Search, Paid Social, Local Services Ads, Direct Mail, Organic/SEO, Referrals, Repeat Customers, Google Business Profile, Truck Wraps/Yard Signs.
Then assign each tracking campaign to its category. This gives you two layers of reporting: campaign-level data ('Google Ads - Search generated 23 booked jobs') and category-level data ('Paid Search overall generated 31 booked jobs'). Most contractors skip this step, which means their marketing scorecards only show individual campaign data with no easy way to see channel-level performance.
- Navigate to Settings > Marketing > Campaign Categories
- Create categories matching your marketing budget buckets: Paid Search, Paid Social, Direct Mail, etc.
- Assign every tracking campaign to a category
- Campaign-level: 'Google Ads Search generated 23 booked jobs'
- Category-level: 'Paid Search overall generated 31 booked jobs'
- Don't skip this — it's the difference between raw data and usable reporting
Step 4: Train CSRs to Tag Non-Phone Leads Correctly
Tracking numbers handle phone attribution automatically, but walk-ins, web form submissions, and calls to your main line still require CSR input. This is where most ServiceTitan marketing data breaks down — CSRs pick 'Google' by default, skip the question entirely, or ask 'how did you hear about us?' and accept vague answers.
Create a simple script for your CSRs: 'Before I get you scheduled, can I ask how you first found us? Was it a Google search, a recommendation from someone, a mailer you received, or something else?' Give them specific options — don't let them just pick whatever feels right.
Run weekly spot checks on campaign attribution. Pull up the last 20 jobs where a CSR manually tagged the lead source and verify the answers make sense. If 80% of your manually-tagged leads say 'Google' but you're also spending $2K/month on Facebook and sending 5,000 mailers, something is wrong. This 10-minute weekly audit is the single most impactful thing you can do for marketing data quality.
- Create a CSR script with specific lead source options (not open-ended 'how did you hear about us?')
- Train CSRs to ask every caller — no exceptions, no assumptions
- Web form submissions: add a 'How did you find us?' dropdown to your website forms
- Walk-ins: CSR asks at check-in, must select a campaign before creating the job
- Run weekly spot-checks: review last 20 manually-tagged lead sources for accuracy
- If 80% say 'Google' — your CSRs aren't asking properly, not that Google is 80% of your business
Step 5: Learn to Read Your Marketing Scorecards
ServiceTitan's Marketing Scorecards are found under Reports > Marketing. They show calls per campaign, booked jobs per campaign, revenue per campaign, and cost per lead (if you've entered campaign costs). The most useful metric is conversion rate — the percentage of calls from a campaign that become booked jobs.
Review your marketing scorecards weekly, not monthly. Monthly reviews mean you might run a broken campaign for 30 days before noticing. Weekly reviews let you catch issues like: tracking number not working, CSRs stopped asking the question, or a campaign that's generating calls but zero booked jobs (possible lead quality issue).
Focus on these metrics in order: (1) Cost per booked job by campaign — if you've entered campaign costs. (2) Conversion rate by campaign — which channels generate the highest quality leads. (3) Revenue per campaign — which channels generate the most revenue. (4) Call volume by campaign — useful but less actionable than the others.
- Find scorecards under Reports > Marketing in ServiceTitan
- Review weekly, not monthly — catch issues early
- Metric priority: cost per booked job > conversion rate > revenue > call volume
- Enter campaign costs monthly so ServiceTitan can calculate cost per lead
- Watch for anomalies: if 'Referral' suddenly doubles, CSRs may be defaulting to it
- Compare month-over-month to spot trends and seasonality
Step 6: Marketing Pro — Is It Worth the Add-On?
Marketing Pro ($200-$600/month depending on your ServiceTitan package) adds deeper analytics: cost per lead by campaign, conversion tracking over time, call recording for CSR coaching, and campaign comparison dashboards. It's useful — but it can't fix the underlying data quality issues in steps 1-5. Get those right first.
If you haven't completed steps 1-5 properly, Marketing Pro will just give you fancier visualizations of bad data. Spend the first 60-90 days getting your basic tracking right before investing in the add-on. Once your tracking campaigns, phone numbers, categories, and CSR training are dialed in, Marketing Pro's deeper analytics become genuinely valuable.
The main limitation of Marketing Pro is that it still can't provide keyword-level attribution (which Google Ads keyword drove a specific call), multi-touch attribution (crediting Facebook for an awareness touch before a Google search), or ad creative-level data (which specific Facebook ad is performing best). For that level of detail, you need a dedicated attribution layer.
- Marketing Pro costs $200-$600/month depending on your ServiceTitan tier
- Adds: cost per lead, conversion tracking, call recording, campaign comparison dashboards
- Don't buy it until steps 1-5 are solid — fancy dashboards don't fix bad data
- Still can't provide: keyword-level attribution, multi-touch tracking, or creative-level data
- Get basic tracking right first (60-90 days), then evaluate whether Marketing Pro is worth it
Common Mistakes That Make Your ServiceTitan Marketing Data Unreliable
The seven most common mistakes: (1) Not enough campaigns — lumping channels together. (2) Missing tracking numbers — campaigns without dedicated numbers rely on CSR tagging. (3) Untrained CSRs defaulting to 'Google.' (4) No campaign categories for rollup reporting. (5) Never auditing the data. (6) Not entering campaign costs. (7) Buying Marketing Pro before fixing the basics.
Mistake #1 is the most damaging and the easiest to fix: if 'Google' is one campaign that includes Google Ads, Google LSA, Google Maps, and Google organic, you literally cannot make smart budget decisions. You need to know if your $3K/month Google Ads spend is generating revenue or if all your 'Google' leads are actually coming from your free Google Business Profile listing.
Mistake #3 is the hardest to fix because it's a human problem, not a technical one. Even with perfect training, CSRs will occasionally tag leads incorrectly. The goal isn't 100% accuracy — it's 80%+ accuracy with weekly audits to catch systematic errors. If you can get CSR tagging to 80% accurate and let tracking numbers handle the rest, your marketing data will be more reliable than 90% of contractors.
- Mistake 1: Not enough campaigns — 'Google' should be 4+ separate campaigns
- Mistake 2: Missing tracking numbers — every campaign should have a dedicated number
- Mistake 3: Untrained CSRs — the #1 reason marketing data is unreliable
- Mistake 4: No campaign categories — can't see channel-level performance
- Mistake 5: Never auditing — 10-minute weekly check catches systematic errors
- Mistake 6: Not entering costs — can't calculate ROI without spend data
- Mistake 7: Buying Marketing Pro before fixing the basics — dashboards don't fix bad inputs
What This Setup Still Can't Tell You (And How to Close the Gap)
Even with perfect ServiceTitan tracking setup, you still can't see: which specific Google Ads keyword drove a call, whether a Facebook ad started a customer journey that ended with a Google search, or which Facebook ad creative performed best. For that level of attribution, you need to connect ServiceTitan to your ad platforms — which is what Rivet does.
Think of this guide as getting you from 30% attribution accuracy (where most contractors start) to 70-80% accuracy (which is genuinely useful for budget decisions). The remaining 20-30% — keyword-level data, multi-touch journey mapping, and creative-level attribution — requires connecting systems that ServiceTitan can't access on its own.
This isn't a knock on ServiceTitan. No CRM can do full-funnel attribution alone because the data lives across multiple platforms: Google Ads knows the keyword, Facebook knows the ad creative, your website analytics knows the browsing behavior, and ServiceTitan knows the job revenue. The only way to get the full picture is to connect all of them.
- This guide gets you to 70-80% attribution accuracy — genuinely useful for budget decisions
- The remaining gaps: keyword-level, multi-touch, and creative-level attribution
- No CRM can do full-funnel attribution alone — the data lives across multiple platforms
- Rivet connects ServiceTitan to Google Ads, Facebook, Analytics, and call tracking
- The result: true cost per booked job by channel, keyword, and creative