How to See Which Services Drive ROI with the Leads by Service/Product Report

If you care about ROI, you need to know what each lead wants to buy, not just how many leads you generate.

• Which campaigns attract the high-ticket jobs?
• Which headlines pull in prospects for the services your client wants to grow?

When you can answer those questions, you stop looking like a “lead vendor” and start acting like a true strategic partner.

The Leads by Service/Product Report in WhatConverts delivers exactly that visibility. It shows, channel by channel, which services or products your leads are asking for—so you can optimize campaigns around lead value, not just lead volume.

What You Can Do With Leads by Service/Product Report

Segmenting your leads by service or product shows you which marketing efforts bring in the most valuable customers. For example, if you’re running campaigns for a roofing company, a lead that’s interested in a simple patch job won’t be worth as much as one looking for a total roof replacement.

With this report, you can see which channels, campaigns, and even keywords are attracting those high-value leads. And then you can make smarter budget decisions based on that data.

Real-world example:
A roofing company runs two Google Ads campaigns. Campaign A drives 50 roof replacement inquiries (high-value) and 4 patch job leads; Campaign B brings 250 patch job leads and 3 roof replacements. On raw lead count Campaign B “wins,” but once you layer in service values, Campaign A generates far more revenue. The Leads by Service/Product Report makes that difference impossible to miss.

Here are some other ways to use the report to get powerful insights.

Understand Which Channels Drive Different Service Types

Insights and Next Steps: See where your most valuable leads are coming from so you can allocate budget to channels that produce more high-value leads.

See Which Services Drive the Highest Revenue Share

Insights and Next Steps: Understand which services are the revenue powerhouses so you can adjust your messaging to target the right types. 

Learn Which Services Drive the Most Revenue Per Lead

Insights and Next Steps: Find your most valuable services and double down on targeting those lead types.

Setting Up the Report (≈3 minutes)

Note: Because service/product is a custom field, you’ll build this as a custom report—available on the Pro Plan with Report Builder.

1. Create Your Custom Field
   • Set up your Custom Field for your service types. You can learn more about Custom Fields here.
2. Fill Out Your Custom Field as You Qualify
   • Be sure you’re filling out your Custom Field as part of your qualification process. You can learn more about speeding up your qualification process here.
3. Navigate to Report Builder
   • In the top navigation, click Reports → Report Builder.
4. Choose Your Dimension
   • Under Step 1: What do you want to report on? Select your custom field, e.g., Service Type.
5. Pick a Date Range
   • Use the date picker to zero in on the period you want to analyze.
6. Select Your Measurement Metric
   • Lead Type – calls, forms, chats
   • Quotable vs. Non-Quotable – sales-ready vs. tire-kickers
   • Sales Value or Quote Value – pure revenue insight
7. (Optional) Add More Dimensions
   • Click + Add Dimension to layer in Source / Medium, Campaign, or any other field that helps tie performance back to marketing spend.
8. Report on Service Types by Source / Medium
   • To create this report: Start a new report. Add Source and Medium in step 1. Then click Source/Medium by Dimension(s) and select your custom field.
9. Save & Share
   • Give your custom report a memorable name (“Leads by Service – Q2”) and save it to your report library for one-click access next time.

That’s it! Your brand-new report breaks down every lead, dollar, and quote by the exact services your audience cares about.

Need Help?

Our support team is packed with marketers who live and breathe lead attribution. If you need help setting up your new Leads by Service/Product Report, reach out to our team below.

Get in touch today, and we’ll walk you through it.