How do I tell which marketing channel actually booked a job?

Connect the first click to the CRM record, and the CRM record to the invoice. That means UTM values captured on the form, a call tracking number that records the source of every call, and a required intake field the office fills in on every job asking how the customer found you.

Then report booked revenue by channel rather than leads by channel, because a source producing 40 cheap leads can easily lose to one producing 8 expensive ones. Accept that some jobs land in a direct or unknown bucket. Keep that bucket under roughly a fifth of total and use it as the health check on your tracking setup.

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