The business model: Service

A high-ticket service business sells jobs, not carts. Nobody checks out on the website — the site's only job is to produce a qualified lead, and revenue is decided later by a salesperson. So the funnel is measured all the way from an anonymous visit through to a signed contract, and revenue is attached to the won job, not to the session.

The six steps

• Visitors — unique people whose first tracked visit landed on one of the pages below. Counted once, on their first-visit date.
• Service Page Viewed — reached a specific service / pricing page.
• Quote Started — opened the instant-quote form and filled at least one field.
• Lead — submitted the quote request (name, address, contact details).
• Consult Booked — booked an in-home consultation with a salesperson.
• Job Won — signed the contract. Won revenue is attached here.

Every step is first-touch attributed: a person is counted against the channel and landing page that brought them in, and recorded on their arrival date. That makes channel comparisons fair — the whole journey is credited to whatever earned the visit.

One thing to know about the demo data: every step is booked on the arrival date itself, so there is no settling lag here — the last few days are complete, just short. Against a real warehouse the same query would lag, because a job signed in August is credited back to a June visit, and recent weeks would keep filling in for months.

The funnel chart

Each bar is scaled against Visitors (the first step = 100%). The solid fill is the share of visitors who reached that step; the hatched area above it is the drop-off. The pill under each step shows step-to-step conversion versus the previous step. Total Conversion (Visitors → Job Won) sits top-right. Hover any step name (ⓘ) for its definition.

Split by

• Device — every step splits into Mobile vs Desktop, each measured against its own visitors, so the % shows how that device converts rather than how much traffic it has.
• Service line — Lead / Consult / Job Won split into Kitchen Remodel, Bath Remodel, Roofing and HVAC, as a % of all visitors. Only the post-lead steps carry a service line: before the quote form, we don't know which job the person wants.
• Lead quality — the same three steps split into the lead grade set at qualification: Hot, Warm, Cold, Unqualified.

Channels & campaigns

Channel is the cleaned source/medium: Google Ads, Meta Ads, Organic Search, Direct and Email. Campaign is grouped the way a service account normally is — Brand vs Non-Brand on search, Prospecting vs Retargeting on social, Nurture on email. Organic and Direct have no campaign.

Lead quality heatmap

One card per device, showing where leads of each grade come from — by channel and by landing page. Each cell shows the lead count and its share of that row, shaded by volume. Click any cell to see that segment's Lead → Consult → Job Won conversion.

Filters

Date, Device, Channel, Campaign and Landing apply globally to every section. All filtering happens in the browser, so changes are instant.

What the data is built to show

• Mid-June: paid-social prospecting was scaled up ~40%. Volume jumps, and the lead-quality mix gets visibly colder — the Meta row in the heatmap shifts toward Cold / Unqualified.
• Early July: the quote form was redesigned. Watch the Quote Started → Lead chart step up while the earlier steps stay flat.