Roofing Business KPI Checklist: What You Should Be Tracking Weekly

You can’t grow what you don’t track.

As a roofing business owner, it's easy to get caught up in day-to-day operations — chasing leads, managing crews, and solving problems. However, if you're not consistently monitoring your key performance indicators (KPIs), you're flying blind.

Weekly KPI tracking is how you turn a reactive business into a predictable, profitable operation. The numbers tell you what’s working, what’s not, and where to adjust before problems turn into profit leaks.

So, what should you be looking at every week?

Here’s a roofing-specific KPI checklist to help you stay dialed in.

1. Leads Generated

Why it matters: If you're not generating enough leads, your sales team has no opportunities — plain and simple.

• Track the number of leads from each source: Google, referrals, social media, canvassing, etc.
  
  
• Compare week-over-week and month-over-month to spot trends.
  
  

Target: This varies based on your team size and close rate, but always have a minimum lead goal.

2. Cost Per Lead (CPL)

Why it matters: It’s not just about generating leads — it's about generating them profitably.

• Divide your total marketing spend by the number of leads generated.
  
  
• A rising CPL could mean underperforming ads, poor messaging, or misaligned targeting.
  
  

Benchmark: For roofing, CPL can range from $30–$300, depending on the channel and market.

3. Lead to Appointment Set Rate

Why it matters: How effective is your office staff or sales rep at converting raw leads into actual appointments?

•  Track how many leads result in a confirmed inspection or estimate visit.
  
  
• This shows how strong your intake process and first impression are.
  
  

Goal: Aim for 70–85% set rate, depending on source.

4. Close Rate

Why it matters: This is your sales team's report card.

• Divide the number of deals closed by the number of appointments run.
  
  
• Track by rep and by lead source — not all close rates are created equal.
  
  

Healthy close rate: 30–50% for inbound leads, 15–25% for cold leads (like door knocking).

5. Production Cycle Time

Why it matters: The faster you complete jobs, the faster you get paid — and the more jobs you can take on.

• Measure the time from when a job is sold to when it’s fully completed and invoiced.
  
  
• Long delays mean cash flow gets tight, and customers get frustrated.
  
  

Goal: Keep this under 14–21 days whenever possible, and track bottlenecks (materials, weather, crew scheduling).

6. Job Profitability

Why it matters: Revenue is vanity — profit is sanity.

• Track actual profit per job after materials, labor, commissions, and overhead.
  
  
• Use job costing software or spreadsheets — whatever works, just don’t skip it.
  
  

Target: Aim for at least 30% gross profit margin on every job.

7. Jobs in Pipeline (by Stage)

Why it matters: Knowing where every job stands helps you forecast revenue and schedule crews.

• Track jobs by stage: sold, in production, completed, invoiced, and paid.
  
  
• Use this data to spot delays, plan labor, and manage cash flow.
  
  

Pro tip: A weekly pipeline meeting keeps everyone accountable and aligned.

8. Accounts Receivable (AR)

Why it matters: Selling a job isn’t the same as collecting on it.

• Track how much money is owed to you and how long it's been outstanding.
  
  
• Set weekly reminders for follow-up calls and payment collections.
  
  

Goal: Keep your AR under 30 days — anything longer can start choking cash flow.

Track the Right Numbers = Make the Right Decisions

When you know your numbers, you can lead with confidence.
When you don’t… you’re just guessing.

This weekly KPI checklist is the backbone of a data-driven roofing business. It helps you spot problems early, coach your team effectively, and scale your business with systems instead of stress.

Want Help Implementing KPI Tracking in Your Roofing Business?

At The Roofing Academy, we help owners build smart, simple dashboards that track what matters most — and use those numbers to grow real, sustainable profit.

 Book a call with us today, and let’s build a roofing business that runs on clarity, not chaos.