The 12 numbers every RealGreen owner should check weekly

Twelve numbers, once a week, twenty minutes: six production numbers that live in RealGreen (new starts, cancels with reasons, net customer count, average program value, AR aging, completed jobs vs. schedule) and six marketing numbers that live outside it (leads by source, cost per lead, close rate, cost per sold customer, missed-call rate, review velocity). Check them every Monday against last week and last year, and most business surprises stop being surprises.

Why weekly and not monthly?

Because your season is only about 30 weeks long. A lead source that broke on the 3rd and gets discovered in the monthly review on the 31st just cost you 13% of your selling season. Weekly cadence turns problems into Tuesday fixes: the missed-call spike gets a phone-coverage change this week, the cancel cluster gets a route review this week. Monthly reviews are for strategy; weekly numbers are for steering.

Which six numbers live in RealGreen?

The production side. All six are already in your database. The discipline is looking at them on a schedule:

• New program starts. Sales actually entered, not verbal yeses.
• Cancels + coded reasons. The count and the why: uncoded cancels are unfixable, as we argued in the cancel-data post.
• Net active customers. Starts minus cancels. The single truest growth number you have.
• Average program value. Creeping down? You're discounting. Flat for two years? You're behind on pricing.
• AR aging. Money you earned but haven't collected, and the suppression list for your marketing (never upsell a 60-day past-due).
• Completed jobs vs. schedule. Production keeping pace with what's sold; the early-warning light for service complaints.

Which six live outside RealGreen?

The marketing side, scattered across Google Ads, LSA, Meta, your call tracking, and your review profiles, which is exactly why most owners never see them side by side:

• Leads by source. Volume per channel, this week vs. last year's same week.
• Cost per lead. By channel: a blended number hides the broken channel.
• Close rate. Quotes to sold programs. The number that turns lead problems into sales problems, or vice versa.
• Cost per sold customer. The only acquisition number worth budgeting on: spend divided by programs entered in RealGreen with that source code.
• Missed-call rate. The silent killer; the math says each miss is worth ~$1,900 in expected lifetime value terms. Comes from call tracking.
• Review velocity. New reviews this week and rating trend, the ranking signal covered in the review velocity playbook.

The full scoreboard: where each number lives and what good looks like

Benchmarks below are hedged on purpose: markets and program mixes differ. Your own trend beats anyone's benchmark.

#	Number	Where it lives	What good commonly looks like
1	New program starts	RealGreen	Meets your weekly seasonal target; up vs. same week last year
2	Cancels + coded reasons	RealGreen	Annualizing under ~15–25% churn; "other" under 10% of codes
3	Net active customers	RealGreen	Positive in season; shrinking slower than last winter, off-season
4	Average program value	RealGreen	Rising with your annual price moves, not eroding via discounts
5	AR aging	RealGreen	60+ day bucket flat or falling; autopay share climbing
6	Completed vs. scheduled jobs	RealGreen	Within a few days of schedule; no growing backlog
7	Leads by source	Ad platforms + call tracking	Each core channel within ~20% of its seasonal norm
8	Cost per lead	Ad platforms	Stable by channel; investigate any 30%+ week-over-week jump
9	Close rate	Quotes vs. RealGreen entries	Commonly 25–40% on valid leads when quoting is fast
10	Cost per sold customer	Spend ÷ sourced RealGreen starts	Commonly $80–$250 residential; know yours by channel
11	Missed-call rate	Call tracking	Under ~10% in season, with same-day callback on the rest
12	Review velocity	Google Business Profile	A steady weekly drip, not two dead months then a burst

What does the weekly ritual look like?

Twenty minutes, Monday morning, same order every time: production six, then marketing six, each vs. last week and the same week last year (seasonality makes the year-over-year column the honest one). Two rules make it work. First, two weeks moving the wrong way = a flag, one owner, one fix. Don't wait for three. Second, don't fix anything during the review; diagnose, assign, move on, or the meeting becomes an hour. The practical obstacle is that these twelve live in five systems, which is the problem a joined reporting dashboard exists to solve: RealGreen data synced nightly next to Google Ads, LSA, Meta, and call tracking, with budget pacing flagging overspends before month-end. But be clear: the dashboard is the easy part. The ritual is the discipline, and it works even if week one is you and a spreadsheet.

What should you deliberately NOT check weekly?

The list of twelve works partly because of what it leaves off. Impressions, clicks, and follower counts are activity metrics: they move every week and mean almost nothing by themselves; an agency that leads its report with impressions is telling you what it wants you to look at. Keyword rankings deserve a monthly glance, not a weekly obsession: they wobble naturally and the wobble will eat your Monday. Lifetime value and churn cohorts are real numbers that simply don't move on a weekly timescale; review them quarterly when a change means something. The discipline cuts both ways: checking too many numbers too often produces the same result as checking none, because everything urgent drowns in everything visible. Twelve numbers, twenty minutes, and the vanity metrics stay in the appendix where they belong. If a number can't change a decision you'd make this week, it doesn't belong on the weekly board.

The takeaway: six production numbers from RealGreen, six marketing numbers from everywhere else, reviewed in the same twenty minutes every Monday against last week and last year, with a two-weeks-wrong flag rule. The dashboard helps; the ritual is the point.

Your weekly scoreboard checklist

1. Build the list of 12 with this week / last week / same-week-last-year columns.
2. Pull the production six from RealGreen; fix cancel-code discipline if "other" dominates.
3. Wire marketing sources: ad platforms, call tracking, reviews, joined to RealGreen starts.
4. Book the recurring 20-minute Monday slot; same order every week.
5. Apply the flag rule: two weeks wrong → one owner, one fix, due Friday.
6. Quarterly, re-baseline "what good looks like" against your own trailing year.