What the dashboard shows
The dashboard has two modes depending on your business type, set automatically when you configure your workspace:
For plumbers, HVAC, electricians, roofers, and other local service businesses. Tracks calls → booked → sold → revenue, giving you a full picture of your lead-to-sale funnel.
For online stores. Syncs orders and revenue from Shopify alongside your ad spend from Google and Meta, automatically calculating ROAS and P&L.
The 6-month trend charts
The top section of the dashboard shows four sparkline charts covering the last 6 months. Each chart shows the most recent value, a trend percentage (vs. the start of the 6-month window), and month labels along the bottom.
| Chart | Mode | What to watch for |
|---|---|---|
| Cost per Call | Service | Rising cost per call means CPCs are increasing or call volume is falling. Target: under $80–120 for most local services. |
| Profit / Loss | Both | The key profitability trend. Green upward = good. Red or flat = investigate spend vs revenue mix. |
| PPC Spend / Ad Spend | Both | Confirms spend is tracking correctly. Unexpected spikes could indicate campaign budget changes. |
| Closing Rate / ROAS | Service / Ecommerce | Service: rising close rate means better sales conversion. Ecommerce: rising ROAS means campaigns are more efficient. |
Service business metrics — explained
Every column in the monthly table represents a specific stage of your lead-to-sale funnel. Understanding what each one measures helps you diagnose problems at the right stage.
What it is: Total inbound phone calls attributed to your campaigns for the month.
Why it matters: The top-of-funnel volume metric. If this drops, your ads stopped generating leads. If this is high but revenue is low, the issue is in the sales process.
What it is: Calls that resulted in a scheduled appointment.
Why it matters: Measures dispatcher / call-centre efficiency. A low booked rate means calls are being missed or not handled correctly.
What it is: Jobs that were completed and invoiced (closed-won).
Why it matters: The actual conversion — how many callers became paying customers. This is the revenue-generating event.
What it is: Total advertising spend for the month, pulled directly from your ad platform via API.
Why it matters: The cost side of your ROI equation. Compared against revenue to calculate P&L.
What it is: Total revenue from jobs closed during the month.
Why it matters: The income side of your ROI equation. Combined with ad spend to show whether your campaigns are profitable.
What it is: Revenue minus ad spend for the month.
Why it matters: The gross return on your ad investment. Positive = profitable campaigns. This is ad P&L only — it does not include labour, materials, or overhead.
What it is: Sold ÷ Total Calls, expressed as a percentage.
Why it matters: Shows how efficiently the business converts leads into revenue. Industry average for local service is 35–55%. Below 30% usually signals a sales process issue.
Ecommerce metrics — explained
What it is: Total orders placed in your store for the month.
Why it matters: Top-level volume metric for ecommerce. Drops here suggest ad performance issues or conversion rate problems.
What it is: Total gross revenue from completed orders.
Why it matters: The income side. Use with ad spend to calculate whether your campaigns are profitable.
What it is: Total advertising spend pulled from connected ad platforms.
Why it matters: The cost side of your ROI equation.
What it is: Revenue minus ad spend.
Why it matters: Gross return on ad spend. Does not include COGS, fulfilment, or overhead.
What it is: Revenue ÷ Ad Spend. Expressed as a multiplier (e.g. 4.2x).
Why it matters: Return on Ad Spend — the standard ecommerce profitability metric. A ROAS of 4x means you earn $4 in revenue for every $1 in ad spend. Target varies by margin; most ecommerce businesses target 3–6x.
Reading the monthly performance table
The table at the bottom shows all historical months, newest first. Each row is one calendar month. Use it to:
- Spot seasonal patterns. Most local service businesses see higher call volume in spring and summer. Understanding your seasonal baseline helps you plan ad budgets correctly.
- Measure the impact of budget changes. If you increased spend in March, you should see the effect on calls and revenue in that row.
- Identify underperforming months. A month with high spend and low revenue signals either a campaign problem (bad keywords, poor landing pages) or a conversion problem (missed calls, low close rate).
- Track P&L over time. Consistent positive P&L confirms your campaigns are profitable. Negative P&L months warrant investigating: was spend unusually high? Was revenue low due to seasonality or a sales issue?
Syncing data
Data does not update automatically in real time. Click Sync Now in the top-right of the dashboard to pull the latest data from all connected integrations. The "Last synced" timestamp shows when the data was last refreshed.
Best practice: Sync at the start of each week to review the previous week's performance. For monthly reviews, sync on the 1st or 2nd of each month after your CRM has processed all prior-month invoices.
No data showing? You need at least one CRM connected for call/revenue data and at least one ad platform connected for spend data. If the table is empty after syncing, go to Integrations and verify your connections are saved and active.
Diagnosing problems with the dashboard
| What you see | Likely cause | Where to look |
|---|---|---|
| High spend, low calls | Ads are showing but not being clicked. Low CTR, poor ad copy, or wrong keywords. | Google Ads → Search terms report, ad CTR |
| High calls, low booked | Calls are coming in but not being scheduled. Missed calls or poor call handling. | CallRail call recordings, dispatcher process |
| High booked, low sold | Jobs are scheduled but not completed or invoiced. Cancellations, no-shows, or CRM data lag. | CRM job status, closed-lost reasons |
| Good calls + revenue, negative P&L | Ad spend is too high relative to revenue. CPCs too high or ROAS too low. | Google Ads Quality Score, keyword bids |
| All zeros | Integrations not connected or not synced. | Integrations page → verify connections → Sync Now |
FAQ
What does the PPC TNT dashboard show?
The dashboard shows monthly performance data pulled from your connected integrations: total inbound calls, calls booked, calls sold, ad spend, revenue, profit/loss, and closing rate. It also shows 6-month sparkline trend charts for key metrics so you can spot improvement or decline at a glance.
What is closing rate in the dashboard?
Closing rate is the percentage of total inbound calls that resulted in a sold job (calls_sold / total_calls). It reflects how effectively your team converts phone leads into paying customers. A low closing rate with high call volume suggests a sales process issue; a high closing rate with low call volume suggests a lead generation issue.
What is Profit/Loss (P&L) in the dashboard?
P&L is revenue minus ad spend for the month. It gives a direct picture of whether your Google Ads investment is profitable. Note: this is gross P&L on ad spend only — it does not account for labour, materials, overhead, or other business costs.
How do I get data to show on the dashboard?
Connect at least one integration: a CRM (Housecall Pro, ServiceTitan, Jobber, etc.) for call and revenue data, and an ad platform (Google Ads, Meta Ads) for spend data. Once connected, click 'Sync Now'. Data is pulled for all historical months your integrations have records for.
Why is my P&L negative even though I have revenue?
Negative P&L means your ad spend exceeded your revenue for that month. Common causes: CPC is too high (low Quality Score), campaigns targeting too broad an audience, or revenue was unusually low due to seasonality or a slow close month. Check your Quality Score in Google Ads and review which keywords are eating the most spend.