They say
“Briostack already reports account revenue.”
We say
It does. It has no record of the advert, the aggregator or the rep that produced the account.
For Briostack
Counting new accounts rewards whoever sells the cheapest first treatment.
Export billed services from Briostack, upload the leads behind them, and rank channels on what their accounts were actually worth.
No API key Nothing to install in BriostackNothing to install No card requiredNo card
CloseRev reads a Briostack export of billed services — the customer's phone or email, the amount and the date — and matches it against the calls, forms and door-to-door work that produced the account. Recurring pest control is a subscription business, so the honest measure of a channel is what its accounts billed across a year rather than what the first service cost. Revenue with no traceable lead is reported as Direct / Unknown.
Last checked against Briostack's own documentation on September 24, 2026.
The gap
Two channels brought the same number of accounts. One of them is still billing them next spring.
Briostack sees
What was sold, to whom, and for how much.
no shared row
Your ad account sees
The click, the keyword, the call, and what each one cost.
The file
What the export needs in it.
Three things carry the match: who, how much, and when. Anything else is optional and only changes how the report can be sliced.
- Needed
Customer phone or email
On the customer record. Phone carries most of the match in this trade.
- Needed
Billed amount
Every service on the account, not the initial treatment. The initial is usually discounted to nothing.
- Needed
Service date
When the service was billed. A quarterly plan produces four dates a year from one decision.
- Optional
Service plan and term
General pest, termite, mosquito; annual agreement or month to month. Both predict whether the account survives.
Step by step
Getting the file out of Briostack.
Written for somebody with Briostack open in the next tab. Report names vary by edition, so each step says what to look for.
-
Export billed services by customer
One row per service with a customer contact detail, the amount and a date.
-
Take a full year at minimum
A quarterly plan needs a year to show what it was worth, and the discounted first treatment tells you nothing.
-
Export your lead sources
Tracked numbers, search, door-to-door codes, neighbourhood apps and any marketplace or aggregator you buy from.
-
Sum by customer
An account is the unit. Counting services makes a loyal customer look like four wins.
-
Upload both
The join runs on the phone and the email, normalised, with the initial service kept apart from recurring revenue.
What comes back
The page Briostack cannot show you.
Revenue by channel, the count of sales behind each figure, and an honest bucket for the ones nobody could trace. Sample figures, from the worked example on the Pest Control page — not from a Briostack account.
Traced to a channel$261,00058% of $450,000
Sales matched336 of 567high confidence only
Average sale$790per paid sale
| Channel | Share | Sales | Revenue |
|---|---|---|---|
| Google Ads | 214 | $171,000 | |
| Meta Ads | 68 | $49,500 | |
| Email marketing | 54 | $40,500 | |
| Direct / Unknown | 231 | $189,000 |
Unmatched sales stay in Direct / Unknown. They are never spread across the paid channels to make the total look better.
The argument
What changes when the account and the ad share a row.
Door-to-door is a channel with a cost and it is rarely compared with anything
Summer door-to-door sales produce a large share of new pest accounts in many markets, at a commission cost that is entirely knowable.
Because that cost is a payroll line rather than an advertising invoice, it sits outside the marketing report and never gets ranked against search or aggregators.
A rep code on the account puts it into the same comparison on the same annual value, which is the only fair way to compare a commission against a click.
The finding is usually about retention rather than volume: accounts sold at a door on a summer evening cancel at a different rate from accounts that called you.
That difference is worth knowing before next summer's hiring plan, which is a decision the marketing report never reaches.
The first treatment is a discount, so it cannot rank anything
Nearly every channel in this trade leads with a cheap or free initial service, which means the first transaction measures the offer rather than the customer.
At that point every source looks similar, and a report built on new accounts simply counts who gave away the most.
The separation appears over the following year as some accounts keep paying and others cancel after the initial visit.
Revenue per acquired account across twelve months is the number that survives, and it routinely reorders a ranking built on cost per account.
This is not an argument against the offer; it is an argument for knowing which offers produce customers rather than transactions.
Annual agreements and month-to-month accounts are different products
An account on a twelve-month agreement behaves very differently from one that can cancel after any service, and the sources that produce each are not the same.
Blended, a channel bringing agreement customers is ranked as though it brought cancellable ones, which understates it substantially.
Where the export carries the term, the report splits on it, and that split is often the clearest explanation of why two channels with similar volumes produced different years.
It also puts a value on the sales conversation: the same lead sold onto an agreement is worth measurably more than the same lead sold month to month.
That is an operations finding produced by a marketing report, which is usually the most actionable kind.
Termite and mosquito distort a blended average
Termite work is a large one-off with a warranty; mosquito is seasonal; general pest is a steady quarterly subscription.
A source weighted towards one is ranked as though it produced the others, and in a blended file the occasional large termite job dominates the average.
Splitting by plan where the export allows gives three honest rankings, and most companies find the cheapest source of general pest is not the cheapest source of termite work.
Seasonality needs the same care: a mosquito channel measured over a summer against a year-round one is a comparison of calendars rather than of marketing, and the season it happened to catch will decide the ranking.
Fair questions
“Briostack already does that.” Not quite.
They say
“Door-to-door cannot be compared with advertising.”
We say
It can, on annual account value against commission cost. That is the comparison nobody runs.
They say
“Our initial is free, so cost per account is what matters.”
We say
That measures the offer. What the account billed over a year measures the customer.
No. It reads an exported file, so your routes, technicians and customer records stay where they are.
Billed services with a customer contact detail, the amount and the date.
A year at minimum, because a quarterly plan takes a year to show what it was worth.
Yes, with a rep code on the account, ranked on annual value against its commission cost.
They are reported separately from the initial service, so the decision stays yours.
Yes, where the export carries one. Termite, mosquito and general pest are different businesses.
Considerably. The same lead sold onto an annual agreement is worth measurably more, and the report shows it.
They appear as accounts that stopped billing, which is the honest version of churn by source.
Yes, where the export carries one. A multi-branch average usually describes none of them.
Any revenue with no traceable lead, which in this trade is usually untracked calls and referrals.
A contact detail, an amount and a date, plus a plan or term if you include them. No addresses required, no service notes, no card data. Encrypted in transit and at rest and deleted with the import.
Annual revenue per acquired account by source, initial and recurring apart, split by plan where available, and everything unmatched kept visible.
By trade
Trades that run Briostack.
What the report looks like once the export is in, written for each one.
Other systems
Also worth reading.
Running more than one system, or comparing? The method is the same and the columns are not.
Closed-sales file GorillaDesk Pest control and lawn care Closed-sales file What to export Closed-sales file RealGreen Lawn care companies Closed-sales file What to export Closed-sales file Arborgold Tree care and landscaping Closed-sales file What to export
All 97 systems 
Briostack and the other product names and logos on this page belong to their owners and are shown to identify the software a file comes from. CloseRev is not affiliated with or endorsed by them, and connects to none of them: it reads a file you export.
Start today
Two exports, and you will know.
Nothing to install in Briostack, no API key, and no need to have been tracking anything until now. Last year works as well as this month.