Buying moving leads is only step one—tracking the right metrics is what drives real results. Discover 7 key performance indicators every moving company should monitor to boost ROI and book more jobs.
In the moving industry, buying leads is just the beginning, not the end goal. For moving companies aiming to grow sustainably, tracking the right metrics can be the difference between profit and loss.
And as you already know, not all leads are created equal. Some quickly turn into profitable jobs, while others drain your time, energy, and resources with little to no return.
If you’re investing in lead generation, whether through a provider, platform, or marketplace, these are the key metrics you should monitor to ensure you’re not just buying leads, but buying results.
1. Cost Per Lead (CPL)
Cost Per Lead refers to the amount you spend to acquire each individual lead. It’s a core metric that helps you evaluate the effectiveness of your investment. While a low CPL may look appealing at first, it doesn’t always guarantee high-quality opportunities.
Still, it gives you a starting point. By comparing CPL across different sources, you can quickly see which ones are delivering value and which ones are draining your budget. Make sure to break it down by lead type—local, long-distance, or commercial—since each has a different potential value for your business.
2. Contact Rate
Contact Rate tells you the percentage of leads you’re actually able to reach. And if your team isn’t connecting with leads, it doesn’t matter how low your CPL is. A low contact rate could point to wrong numbers, poor timing, or just unresponsive customers.
As a benchmark, a 60–80% contact rate is considered solid in the moving industry. If you’re falling below that, it’s time to look into your process or your lead source.
3. Conversion Rate (Lead to Booking)
Your Conversion Rate shows you how many of your leads actually turn into paying customers.
When it comes to growing your business, this metric pulls the most weight. A high conversion rate means your sales process is working: your team is following up fast, building trust, and handling objections well.
It also reflects the overall quality of the leads you’re getting. Quick Formula: Jobs Booked ÷ Total Leads × 100
For example, if you booked 30 jobs from 100 leads, your conversion rate is 30%.
📈 Pro Tip: Track this weekly and by lead source. Some platforms might bring in fewer leads but convert at a much higher rate, making them more valuable than high-volume sources with low conversions.
4. Cost Per Booking (CPB)
Cost Per Booking represents the actual cost incurred to convert a lead into a paying customer.
This metric gives you a much clearer picture of your true ROI than Cost Per Lead alone. You might be paying $10 per lead, but if only 1 out of 10 books, your CPB is actually $100. That’s the number that really matters when you’re looking at profitability.
If your CPB is $120 and your average moving job brings in $850, you’re operating in a healthy range with plenty of room for profit.
Tracking CPB helps you make smarter decisions about your lead sources and sales process. It shows you which platforms or vendors are actually bringing in paying jobs, and which ones are just filling your CRM with noise.
Pro Tip: Don’t just track CPB monthly. Monitor it by campaign, team member, and lead type to uncover hidden trends and opportunities.
5. Average Job Value (AJV)
Average Job Value shows you how much revenue, on average, each booked job brings into your business. A higher AJV can easily justify a higher Cost Per Lead or Cost Per Booking. If you’re bringing in premium jobs, you can afford to invest more in acquiring those leads, as long as the margins make sense.
To get the most value from this metric, track it by move type: local, long-distance, commercial, etc. This helps you prioritize the kinds of leads that bring in the most revenue.
6. Lead Source Performance
Lead Source Performance helps you identify which sources are truly delivering results. Whether it’s a vendor, platform, or ad campaign, this metric shows where your best ROI is coming from.
Not all lead sources are created equal. Some may generate a high volume of leads that rarely convert, while others deliver fewer—but far more qualified—prospects.
By tracking this metric, you can clearly see which sources are worth your time and budget, and which ones may need to be paused, optimized, or renegotiated.
Make it a habit to regularly review performance by source and shift your budget toward those consistently delivering both quality and volume.
7. Speed to Contact
Speed to contact is how quickly you respond after receiving a lead. Movers who respond within minutes are 21x more likely to book the job. Why? Because speed signals professionalism and urgency, 2 traits customers genuinely appreciate when making quick decisions.
In today’s competitive moving industry, it’s not about how many leads you get; it’s about what you do with them. And the movers who win aren’t just the ones with the biggest budgets, but the ones who track what matters, act fast, and continuously optimize their process. So don’t just buy leads. Buy smarter. Track deeper. Convert better.
