How to Track Leads in ServiceTitan (Lead Module + Marketing Pro)

ServiceTitan's Lead module is the only place in the platform where an inquiry can exist without a booked job behind it. Every other entity in ServiceTitan assumes a job is already on the schedule. That distinction matters because the leads you do not book on the first call are exactly the ones that decide whether your marketing dollar paid back.

This guide walks the full Lead module workflow, the Marketing Pro layer that attributes leads to campaigns, the third-party integration paths, and the gaps you still have to close with custom reports or with Clint over text.

What a Lead actually is in ServiceTitan

A Lead is a saved record of an inquiry that did not turn into a booked job on the first interaction. The customer called, you took down the details, and they wanted to think about it. Without the Lead module that interaction evaporates into a call recording. With it, you have a follow-up object you can assign, status, and report on.

Leads are created from one of three places inside ServiceTitan: a Calls bubble, a manual call entry, or a booking. From the navigation bar you click Calls, then click the incoming call bubble, manual call, or booking that you want to use to create the lead. The lead inherits the contact info that was already typed in, so your CSR is not re-entering anything.

Each lead has a status, an assigned owner, an estimated value, and a follow-up due date. If your team uses these fields consistently, the Lead module becomes the queue for your callback technician or follow-up CSR.

Step-by-step: create a lead from a phone call

Run this every time a caller asks for a quote and does not commit to a date.

• Open the call from the Calls bubble in the top nav
• Click the incoming call to expand the call detail panel
• Capture the customer name, phone, address, and the work description
• Click Create Lead at the bottom of the panel
• Set the lead source to whichever campaign brought the call in (this is critical for attribution)
• Assign a follow-up owner, usually a CSR or a sales tech
• Set the follow-up due date for tomorrow morning at the latest
• Save

The lead now appears in the Leads tab with a status of New. Your follow-up tech sees it in their queue and works it until the lead either books a job or is marked as Lost.

If you skip the follow-up due date your lead will silently age without anyone noticing. The Lead module will not chase your team for you. The bleed pattern is mapped in our ServiceTitan lead audit for revenue leaks.

Text Clint: "show me ServiceTitan leads with no contact in last 7 days"

Step-by-step: lead statuses and lifecycle

ServiceTitan ships a default set of statuses but most shops customize them. The standard flow:

• New: created from a call or booking, not yet contacted
• Contacted: you reached out but the customer has not committed
• Quoted: an estimate is sent, awaiting decision
• Booked: a job is on the schedule, lead converts to job
• Lost: customer went with a competitor or stopped responding
• On Hold: customer wants to wait until a future date

You set custom statuses under Settings > Operations > Leads. Most $1M-$10M shops add a "Voicemail Left" status and a "Follow-Up Set" status to track the touchpoints that the default statuses lump under Contacted.

The leads list view filters on status, so a CSR can pull "all New leads from Google Ads in the last 14 days" with a saved filter. That filter is the actual queue your team should be working from each morning.

Marketing Pro: attribution that ties the lead back to the campaign

The Lead module captures the inquiry. Marketing Pro tells you which campaign created it. With the Meta Ads integration in Marketing Pro, you can automatically pull ad costs, assign jobs to campaigns, and send conversion signals to Meta. The same is true for Google Ads, where you can connect your Google Ads account to ServiceTitan and align your data so you will know which campaigns, keywords, and ad groups impact jobs the most and revenue the most.

The mechanism is straightforward. Each ServiceTitan campaign has a tracked phone number. When that number rings, the inbound call bubble already knows the campaign source. Lead created from that call inherits the source automatically. Job booked from that lead inherits the source again. Revenue from that job rolls up to that campaign in the marketing report.

What this gets you:

• Cost per booked job by campaign, by ad group, by keyword
• Revenue per lead, not just revenue per job
• True ROAS that includes leads that booked weeks after the original call
• Conversion signals back to Meta and Google so the platforms can optimize for high-value calls, not just any call

The Marketing Pro Ads pricing is a separate add-on on top of the base ServiceTitan platform fee. It is worth the cost the moment you spend more than $5K a month on paid search.

For a deeper look at where these reports either help or get in the way, see ServiceTitan reports that move the needle.

Text Clint: "what is my cost per booked job from Google Ads last 30 days vs last 90 days"

The leads integrations platform: Yelp, Angi, web form fills

Calls are the easiest source to track. Web form fills are the hardest, because every contractor's website has its own form and every booking widget posts to a different inbox.

ServiceTitan's leads integrations platform connects third-party booking requests directly to ServiceTitan and lets you manage these leads all in one place. The integrations make sure your marketing campaigns are properly tracked to each new lead. Supported sources include Yelp, Angi, HomeAdvisor, Google Local Services Ads, and dozens of website form vendors.

Setup path:

• Go to Settings > Integrations > Leads Integrations
• Pick the source from the partner list
• Authenticate with your account credentials for that platform
• Map the source's lead fields to ServiceTitan lead fields (name, phone, service requested, source campaign)
• Set the default lead status (usually New)
• Set the default assigned owner

After setup, every new form fill or booking on the source platform creates a Lead in ServiceTitan with the source already populated. Your CSR works the lead from the same queue they already use, with no inbox-checking step.

This is the single highest-leverage Marketing Pro feature for shops that spend more than $2K a month on lead-generation marketplaces. Without it your Yelp leads sit in a Yelp inbox while your team works ServiceTitan, and follow-up times stretch from minutes to hours.

Custom reports: where the Lead module reporting lives

ServiceTitan's reporting is deep, but lead reports are buried under the Marketing report category. The starter set:

• Lead Report by Source: rolls up leads by campaign, with conversion to job and revenue
• Lead Aging Report: how old your open leads are, by status and assigned owner
• Lost Leads Report: why leads were lost, useful for closing-rate diagnostics
• Lead-to-Sale Conversion: percentage of leads that converted to a booked job, by source

You build a custom lead report by going to the Reports tab, clicking Create Report, choosing the Marketing or Sales template family, and picking columns. The walkthrough in building a custom report in ServiceTitan covers the column-picker and filter logic in detail.

The honest critique: ServiceTitan's report builder is the most powerful reporting tool in any field-service platform, and it is also admin-heavy enough that most owners never touch it. Office managers pull the same five reports weekly, and the questions that fall outside those five reports go unanswered.

Text Clint: "how many leads from Yelp this month, and what was the conversion rate vs last month"

What ServiceTitan's Lead module does not do

Three real gaps to know about:

1. It does not chase your team. A lead with no contact for 7 days will sit in New forever unless someone manually filters for stale leads. There is no nudge, no auto-assign-on-aging, no Slack ping. You build that workflow yourself, which is exactly the motion in revive cold leads in ServiceTitan.

2. It does not see your inbox or your calendar. A lead can be quoted via email and accepted via email, and ServiceTitan will not know unless someone manually changes the status. The information lives in Gmail and Google Calendar, not in ServiceTitan.

3. It does not handle ad-hoc questions. "How many leads do we have right now where the last contact was a voicemail?" is a question you cannot answer without building a custom report. By the time the report is built, the day is over.

Clint sits beside ServiceTitan and closes those gaps. Connect ServiceTitan, Gmail, Google Calendar, and CallRail, and Clint reads across all of them. Owners text questions like "which leads from this week have not been quoted yet" and Clint answers from real data, not a stale dashboard.

For more on the kinds of questions ServiceTitan reporting genuinely cannot answer, see questions no dashboard will answer and how to find alive leads in your contractor CRM.

Text Clint: "draft a follow-up text for every lead from Yelp that has not been contacted in 3 days"

Real contractor stories

The Owned and Operated podcast hosted by John Wilson and Jack Carr covers ServiceTitan implementation pain weekly. Episode 140 with Danny Peavey, "Navigating the ServiceTitan KPI Minefield," walks through how multi-location HVAC operators end up not trusting the lead numbers in ServiceTitan because the source attribution gets sloppy when CSRs do not pick the right campaign on call creation.

On Reddit, contractors regularly note that ServiceTitan's sheer breadth comes with a steep learning curve, and the interface feels dense and can be overwhelming. One Reddit user said it is "almost like it's too big to where my people are scared to even start learning it, so I end up only getting the bare features from it." The Lead module is one of the features that gets used at 30% of its capacity in most $1M-$5M shops.

Sources

• ServiceTitan Help: Use customer leads
• ServiceTitan Help: Track lead attribution and Scheduling Pro jobs
• ServiceTitan Blog: Introducing ServiceTitan Leads Integrations
• ServiceTitan Marketing Pro Ads
• ServiceTitan Community: Lead Generation forum
• Owned and Operated #140 with Danny Peavey: Navigating the ServiceTitan KPI Minefield
• G2 ServiceTitan Reviews