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13 HVAC KPIs (Key Performance Indicators) to Measure


Choosing the right key performance indicators or HVAC KPIs can help companies accurately assess their business growth and diagnose issues that limit scaling and expansion.

Running your business is time-consuming and stress-inducing, making it difficult to objectively view your success in real-time.

That’s why proper measurement through HVAC performance metrics is essential to objective business analysis.


Because of the HVAC industry’s competition, KPIs can generate invaluable insights into your business’s strengths and weaknesses.

This post will outline 13 key performance indicators that will help HVAC companies scale in 2025.


HVAC KPI (Blog Cover)

What is HVAC KPI?

An HVAC KPI or Key Performance Indicator is a measurable value or metric demonstrating an HVAC company’s progress toward essential business objectives. 

KPIs help business owners track their company’s trajectory over a defined period.


KPIs for HVAC Companies

It’s a new year and a unique opportunity to assess your HVAC company and identify areas for improvement. For many business owners, that means examining HVAC KPIs. For clarity purposes, KPI stands for key performance indicators.

Key performance indicators help businesses track progress and identify areas for improvement, which can ultimately lead to a more profitable company.

KPIs are the factors of your business that don’t lie. They will tell you how your business performs and how much you are netting when all is said and done. 


Remember that every business is different, and yours may have specialized key performance indicators that depend on various factors.

Some critical questions include how much you spend on advertising, your workforce, and the types of services you offer.


HVAC KPI Graphic

Financial HVAC KPIs


1) Sales Revenue

Tracking your sales revenue is an essential performance indicator for local HVAC companies. 

Revenue includes sold products and income generated from HVAC service calls and maintenance tests.

As you accumulate revenue data, specific patterns will emerge that reveal insights into how you can alter your pricing and resource allocation.


For example, you may not sell enough jobs because of a lack of digital marketing visibility.

More importantly, you’ll gather empirical data on your revenue numbers to compare to your revenue goals and aspirations.


2) Gross Margin

Your basic profit margin, or gross margin, is what you make after deducting the service cost. 

To find your basic profit margin, follow this formula: basic income – the cost of providing service / basic income. The figure you come to is how much profit you make before tax. 

If you arrive at a low number, some changes must be made. Try taking stock of your supply use. 

Remember to calculate supply costs only when using supplies on the job instead of calculating the bulk price when all your supplies come in.


You can also consider where to upsell some of your products or services. 

Smart bathroom fixtures are a growing trend, so now is the best time to get experienced with them so you can include them in your services. 


3) Profit and Loss

Profit and loss is a fundamental HVAC KPI for 2025 for all my residential and commercial HVAC brethren.

Simply subtract your fixed costs (and variable costs) from your profit to calculate your loss.

Examples of fixed costs are technician wages, HVAC equipment, and fuel for work trucks.


Aim for 30% fixed costs, which will keep your numbers where they are supposed to be for sustainable profitability.

If the numbers reveal that your costs are cannibalizing your profits and leaving you churning in the gig economy, you have a key performance problem.


4) Operating Costs

The cost of your HVAC business operation is a must-track metric and key performance indicator.

Business owners may overlook costs like software subscriptions, truck maintenance, and office essentials because they are not directly related to services.

This becomes a massive problem when running financial projections as these hidden costs are not inserted into the projection, resulting in surprising underperformance.


Make it your duty to audit all expenses within your business operation to project your profit adequately.


5) Advertising ROI

I’ve witnessed countless HVAC companies blow their profit margins on unnecessary advertising spend, usually at the hands of PPC agencies.

Considering this, tracking advertising ROI separately from other marketing investments like SEO and Google Maps optimization is essential.

If you currently run paid ads on Google, Facebook, or Instagram, you can find your ROI by dividing the ad revenue by the campaign cost.


If your advertising agency withholds this information from you, that is a major red flag, and you should demand transparency.

Once you have the numbers, evaluate which platforms produce ROI (if any) and adjust your campaigns accordingly.


Operational HVAC KPIs


6) Employee Production

Each hired employee impacts your business’s bottom line, making tracking their production an essential operational KPI for HVAC businesses.

Consider tracking time spent per service call, travel time, and percentage of services resulting in favorable customer reviews.

While you want to avoid micromanaging your technicians, which can reduce employee morale, you still must find ways to measure performance.


Employees who are maliciously misusing their time or performing subpar services threaten the livelihood of their colleagues and stunt your business’s growth.


7) Job Logistics

Using GPS tracking software, HVAC companies can measure the logistical efficiency of their HVAC operation, which is an essential performance indicator.

For example, dispatching one of your technicians to Waco, TX, on the same day they have additional jobs in Southlake and Bedford, TX, is inefficient and costly.

You foster faster responses, increased customer satisfaction, and a favorable brand reputation by reducing driving time.


Modern HVAC software allows businesses to track these things automatically and evaluate data-rich reports.

If your numbers show inefficiency, correcting the root issues can enhance your business.


8) Service Efficiency

Another KPI that ties into logistics is service efficiency, or how much time your techs spend on a job site.

You can use time tracking mechanisms to clock the time spent on a job and group them by service types, such as seasonal maintenance, AC repair, and gas furnace repair.

By tacking your service efficiency, you can improve your standard operating procedures or invest in more refined training programs to reduce job site hours.


Remember to be cognizant of employee morale and not to micromanage their service calls.


9) Customer Retention

Every HVAC company should track customer retention because repeat business is the foundation of a scalable business.

Consider emailing questionnaires to each client after services to track their customer experience and compile data points.

Depending on the responses, you may have to adjust aspects of your customer service department, such as follow-ups and technician behavior.


Gathering customer data can also help inform your HVAC marketing messaging through your website, email marketing, or paid advertising campaigns.


HVAC Marketing KPIs


10) Percentage Traffic Increase

Google Analytics 4 represents a valuable tool for HVAC KPIs, allowing you to track your HVACR website’s monthly, quarterly, and yearly traffic gains (or losses)

Your monthly traffic growth lets you know how well your website is performing. You should expect early gains near the 150 percentile, depending on your starting point.

After 24 months of consistent SEO, traffic may plateau at a high monthly volume, which is perfectly normal for a local HVAC website.


However, you must still monitor your monthly traffic to detect sudden traffic drops, which can come after Google algorithm updates or changes to your brand’s reputation.



11) Branded Searches

One of the most underrated KPIs for HVAC marketing is branded searches. 

You can measure branded searches using Google Search Console, SEMRush, or MOZ. 

Google provides the most reliable data and can also outline the impressions and clicks for those branded searches.


A branded search is any query that implies the user searches directly for your brand name. It might be something like JimBob’s HVAC Services or JimBob’s AC Services San Antonio. Any combination counts.


12) Cost Per Lead / Call

Another metric some HVAC companies like to track is the cost per lead or phone call. 

Usually, a phone call and a lead are the same thing. You can set up Google Tag Manager to track phone number clicks on your mobile website.

Similarly, you can use call tracking software to monitor the number of calls from your website or marketing efforts. Calls should increase along with traffic; any call drop can indicate a problem.


13) Google Search Console Clicks

Another marketing KPI for HVAC companies is Google Search Console clicks, which can be tracked daily, weekly, monthly, and yearly.

The first step is setting up your HVAC business website on Google Search Console so it can track your clicks and impressions.

As a local HVAC company, most of your clicks will come from long-tail queries, so you should ignore the “click-through-rate” statistic because it doesn’t account for these terms.


However, Google Search Console offers a comparison tool that allows HVAC companies to compare their click totals in increments of days, weeks, and up to six months.

Remember that GSC only tracks clicks directly from Google, so it doesn’t account for Bing, ChatGPT, or other search engines.


HVAC Webmasters Helps With KPI

Tracking the correct performance metrics is essential to business growth, but figuring out how to do it can be overwhelming and stressful.

It helps to have professionals with experience and expertise in the HVAC marketing landscape to outline and track these metrics on your behalf.


Here at HVAC Webmasters, we are all about helping you beef up your bottom line. 

We do our part with lean, effective marketing strategies, especially for HVAC contractors. 

Talk to us today and get the most from your HVAC advertising and digital marketing investment.