Your marketing, sales, jobs, and books — in one undistorted view. No hunches. No quarterly surprises. A true read on the business, available the moment a decision needs to be made.
Built for contracting businesses doing $2M–$50M across roofing, exteriors, mechanical, and the broader trades.
One screen, refreshed at 6 a.m. Pull-throughs from every system that touches a dollar. Red and yellow tell you where it hurts; the cyan tick is the brand pointing at the moment.
We notice the months that confirm what we already believe. The other months become noise we explain away.
We mistake the proposal pipeline for booked revenue, and last month's strong week for a trend.
We treat the cost overrun as a one-off. We treat the long-paying account as good for it. Neither is usually true.
CallRail's first call minus the moment GoHighLevel created the contact. The one number most tied to whether a lead becomes a job.
| Rep | Median | Calls |
|---|---|---|
| M. Reyes | 2.8 min | 64 |
| K. Davila | 3.6 min | 51 |
| J. McCabe | 5.9 min | 48 |
| T. O'Hara | 14.2 min | 39 |
Every booked job traced to the source that produced it through WhatConverts. Cost per acquisition and return, by channel — door knock benchmarked at 6.2×.
| Source | Spend | Booked | CAC | ROI |
|---|---|---|---|---|
| Door knock | $ 9,100 | 14 | $ 650 | 6.2× |
| Google LSA | $ 12,480 | 18 | $ 693 | 4.1× |
| Referral | $ 0 | 16 | $ 0 | — |
| Direct mail | $ 18,200 | 11 | $ 1,654 | 1.8× |
| $ 8,640 | 4 | $ 2,160 | 0.7× |
A leaderboard the whole team sees. Win rate and revenue next to the percentage of required fields each rep actually completes — the number that makes the others trustworthy.
| Rep | Win rate | Revenue | CRM compliance |
|---|---|---|---|
| K. Davila | 63% | $ 312k | 96% |
| M. Reyes | 50% | $ 428k | 91% |
| J. McCabe | 32% | $ 214k | 68% |
| T. O'Hara | 21% | $ 156k | 54% |
A 0–100 composite across every connector. Below 70, the reports carry a warning — a confident number built on bad data is worse than no number.
Which channels produce profitable jobs, by CAC and return.
Win rate, revenue, and CRM compliance, rep by rep.
Where deals stall, which leads are stuck, and why they're lost.
Booked against target, deal size, and expected revenue.
Field coverage and a composite score for whether to trust it.
Seven conditions watched every day — revenue gaps, connector failures, stuck leads, ROI anomalies, storm spikes. TrueRead writes the message. Nothing goes out until you sign off.
"Mike — you're $22K under target with 9 days left. Two of your open bids over $30K haven't been touched in six days. Want me to pull them up for you?"
Speed-to-lead, CAC, win rate, pipeline value, compliance — recomputed every night across seven categories, with a master-data priority so production numbers win.
Drop in a .xlsx, .csv, or PDF. AI maps the columns, you review before anything lands, and every import carries a 90-day rollback.
A deduplication engine matches records across phone, email, and CRM ID — so the same homeowner in GHL and Leap counts once, not twice.
"We thought we were a 32% margin business. The read said 26.4%. The conversation we had the next morning was the one we'd been avoiding for two years."