For Supermove
Supermove already reports revenue by referral source. This adds the campaign behind it — and prices bought leads against your own advertising.
No API key Nothing to install in Supermove No card required
The gap
You buy leads shared with two competitors and you run your own ads, and you have never compared the two on anything but cost per lead.
What was sold, to whom, and for how much.
The click, the keyword, the call, and what each one cost.
The file
Three things carry the match: who, how much, and when. Anything else is optional and only changes how the report can be sliced.
The customer on the job. Phone is the stronger key — moving is quoted and booked on the phone.
The final invoice after the weigh-in, not the estimate. On interstate work the two differ enough to change the ranking.
Consistent between uploads. Most movers use the invoice date because that is what their accounts recognise.
Long-distance and local are different businesses on one phone line and should never be averaged.
Step by step
Written for somebody with Supermove open in the next tab. Report names vary by edition, so each step says what to look for.
Supermove reports revenue against referral source and exports to CSV, so the revenue side of this is already the shape you need.
The contact detail is what lets the report go a level deeper than the source name — to the campaign, the keyword and the call.
An interstate move invoices thousands and a local move hundreds. Blended, the average describes neither.
Each vendor's delivered-leads file becomes a source file, ranked on invoiced revenue rather than on leads delivered.
This is the comparison the exercise exists for: bought leads against owned demand, on the same measure.
What comes back
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 Long-Distance Movers page — not from a Supermove account.
| Channel | Share | Sales | Revenue |
|---|---|---|---|
| Google Ads | 209 | $1,295,000 | |
| Purchased leads | 185 | $1,145,500 | |
| Organic search | 96 | $597,500 | |
| Meta Ads | 40 | $249,000 | |
| Direct / Unknown | 273 | $1,693,000 |
Unmatched sales stay in Direct / Unknown. They are never spread across the paid channels to make the total look better.
The argument
A large share of this industry's demand is purchased, frequently shared with two or three competitors, and speed of response decides who wins the job. The vendors report leads delivered, because leads are the product they sell.
That leaves a mover comparing a vendor's cost per lead against their own cost per lead, when the question that matters is cost per invoiced job. Two sources delivering leads at identical prices can differ by more than double on close rate and average invoice.
Because Supermove already reports revenue against referral source, the revenue half of this is solved. What it cannot do is rank the vendor's file against your Google Ads account on the same axis, because it never receives the ad data. That is the layer this adds.
Interstate moves are quoted on an estimate and invoiced on actual weight and services. The difference is largest on the biggest jobs, which are the ones that decide which source is worth buying from.
Exporting the final invoice rather than the booked estimate is a one-column decision that changes the ranking, and it makes the report reconcile to the company's accounts rather than to a sales figure.
An interstate move is quoted, surveyed and booked weeks ahead and invoices thousands. A local move books in days and invoices hundreds. They share a brand, a phone number and usually one ad account.
Blended, the average job value describes neither, and the sources that bring the large moves look identical to those that bring small ones. A move-type column separates them so each can be funded on its own numbers.
On shared leads the first mover to reach the customer usually wins. That makes response time the operational lever, and it is testable: upload the lead file with its timestamp and the invoiced jobs, and the report can show win rate against time to first contact.
That is a different question from which channel is best, and for a company buying shared leads it is frequently the more valuable one.
The practical output of this exercise in a moving company is leverage. Lead vendors sell on volume and price per lead, and a mover with no revenue data can only negotiate on those terms.
A table showing invoiced revenue per source, with close rate and average invoice beside it, changes the conversation. It supports asking for a lower price on a source that closes poorly, more volume on one that closes well, or exclusivity on shared leads that would otherwise be worth walking away from.
It also tells you when your own advertising has quietly become cheaper per invoiced job than the leads you buy, which is the point at which the budget should move and usually does not, because nobody has checked.
Fair questions
It does, and that is the strongest starting point in this segment. What it cannot do is put your ad account and your lead vendor on one axis, because it never sees the ad data.
Which is the point — the report shows what you won from each source, not what you were sent.
Export the final invoice and the report uses the real number, which is the more honest column anyway.
Invoiced jobs with a customer phone or email, the amount, and a date. The revenue-by-referral-source report is a good starting point.
Yes. Each vendor's lead file is a source file and both are ranked on invoiced revenue.
Invoice. The two diverge most on the largest jobs.
Yes, with a move-type column. Blending them makes the report unusable.
Yes, if the lead file carries a timestamp.
Yes, with a branch column, on Growth and above.
Not required, but moving converts on the phone, so it is usually the strongest second file.
Twelve months, so a full season is inside the file.
No. It works from a CSV export.
Encrypted in transit and at rest, isolated per workspace, deletable in one click, DPA available.
Yes, by uploading the delivered-lead files alongside the invoiced jobs.
Yes, with an assigned-salesperson column, which often explains a source that looks weak.
Only with a move-type column, and you should — their economics are not comparable without it.
Yes, as further rows against the same customer, credited to the original source.
It is not invoiced, so it earns nothing and credits nothing. Only invoiced work counts.
By trade
What the report looks like once the export is in, written for each one.
Other systems
Running more than one system, or comparing? The method is the same and the columns are not.
Supermove 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
Nothing to install in Supermove, no API key, and no need to have been tracking anything until now. Last year works as well as this month.
