Performance puts your marketing channels side by side and asks the same question of each: what did this produce.
Lead sources
Each source is shown with leads received, how many converted, the conversion rate, revenue, and revenue per lead.
Revenue per lead is the column to read. Volume flatters the cheap channels and cost flatters the expensive ones; revenue per lead is the only figure that settles an argument between them.
A source producing forty leads at $90 each is worse than one producing eight at $700, and every instinct says otherwise because forty feels like more.
Booking sources
Where bookings actually came from — website form, phone, voice assistant, Local Services Ads, or your customer relationship management system — with new customers and revenue per customer for each.
The gap between lead source and booking source is where the operational problems hide. A channel that generates plenty of leads and few bookings is not a marketing failure; it is usually a response-time or follow-up failure, and buying more of that channel makes it worse.
Search and site
Where connected, impressions, clicks and average position from search, plus page views, engagement time, form submissions and phone clicks from your website.
Phone clicks are the number most worth watching on a service business site. It is the closest thing to intent-to-buy that a website can report.
The caution
None of this sees word of mouth, and word of mouth is frequently the largest source of work in a service business. See marketing attribution — read these figures as "of the work I can trace", never as the whole picture. Businesses that forget the caveat cut the marketing that was quietly working.