Buyers and lenders want evidence they can trace. We take the call logs, ad accounts, website analytics and job records your boiler company already has, connect them, and produce consistent reports on where work comes from, what it costs to win, and how customers behave over time, with every figure tied to its source.
The point isn't a glossy deck. It is numbers that survive someone checking them.
The problem with most boiler company marketing data
Most boiler companies have plenty of data and very little evidence. A typical picture:
- Ad platforms report "conversions" that are really clicks on a phone number.
- Call tracking shows calls, but nobody records which calls became jobs.
- Job software knows the invoice value, but not how the customer found you.
- The website analytics changed setups twice and the history doesn't line up.
Each tool tells part of the story, and none of them agree. In a sale, that gap gets filled by the buyer's assumptions, which are rarely generous.
What's included
A source map
We document every place a lead can enter the business (calls, texts, website enquiries via phone or email, walk-ins, builder referrals, repeat customers) and how each is recorded today.
Consistent lead-source rules
We set simple rules so every new job carries a source: for example, the tracking number that took the call, or a required field in your job software. Then we train the office team to apply them.
Reconciled history
We rebuild what history we can, reconciling ad spend, calls and booked jobs month by month, and mark clearly where the data is estimated or missing.
A standard reporting pack
A monthly and annual report covering:
| Report | What it shows |
|---|---|
| Leads by source | Where enquiries came from, by month |
| Jobs by source | Which enquiries became installs, repairs or plans |
| Cost per booked job | Marketing spend divided by jobs, by channel |
| Customer history | Repeat work and maintenance renewals by customer cohort |
| Concentration | Share of revenue from the largest accounts and channels |
A short methods note
Every pack ends with a plain-language note explaining how each figure was produced: which exports were used, which date ranges, what counts as a booked job and what doesn't. It is a page most owners never read, and the first page an experienced buyer turns to. It also stops your own team from changing definitions quietly between years, which is how comparable history usually gets lost.
Timeline
Setting up the rules and the source map takes four to six weeks. Rebuilding history depends on how much you have; plan on another four to eight weeks. After that, the monthly pack runs as part of ongoing marketing.
Every month of clean data you collect now is a month of history a buyer can see later, so earlier is better.
How results are measured
Two tests: completeness and traceability. Completeness is the share of jobs with a recorded source, which we aim to bring as close to all of them as your process allows. Traceability means any number in a report can be traced to an export or a log. We report both openly.
A worked check you can do yourself: take last October's booked installs from your job software, then try to name the source of each one. If you can source fewer than half, a buyer will struggle too.
Mistakes to avoid
- Reporting platform "conversions" as leads. A click on a phone number isn't a booked job. Count what the business actually received.
- Changing tools right before a sale. New software breaks history. Make tool changes early, or keep the old exports.
- Over-polishing. A buyer trusts a report with an honest "data missing for 2022" note more than one with suspiciously perfect lines.
- Ignoring privacy. Customer data carries obligations under Canadian privacy law; the Office of the Privacy Commissioner summarises which laws apply where. Your lawyer should review how data is shared in a sale.
The due diligence checklist shows how these reports fit into a buyer's requests. See also recurring revenue programs and the results page.
Frequently asked questions
How far back can you rebuild our marketing history?
As far as the underlying records go. Ad platforms and analytics tools keep varying amounts of history, and call logs and job software differ. We document exactly where each figure comes from and where the gaps are, rather than filling them with estimates.
Is this the same as financial due diligence?
No. Financial and tax diligence is work for accountants. We prepare the marketing and customer side: where leads come from, what they cost, how they convert and how customers behave over time.
Do we need new software?
Usually not. Most boiler companies already have enough tools; the problem is that they aren't connected or used consistently. We set up simple rules and reports using what you have wherever possible.
Will this help us now, or only at a sale?
Both. The same reports show which channels produce profitable installs and which only produce calls, so marketing decisions improve right away.