12 ServiceTitan Reports That Actually Move the Needle for $1M-$10M Shops

ServiceTitan's reporting engine is the most powerful one any home service CRM ships, and it is also the most complained-about in the r/hvac subreddit. A 2026 review on getonecrew.com summarizes it bluntly: "overcomplicated interface" and "smaller teams find ServiceTitan overwhelming and struggling to get timely help during setup." The platform ships hundreds of reports. Most $1M to $10M shops use 8.

The 12 below are the ones that actually move the needle on revenue, margin, and marketing efficiency. Every item ends with a text prompt that pulls the same answer in seconds, without opening the report, setting filters, or sending the CSV to your accountant to make sense of.

1. Daily Huddle Report

The Daily Huddle Report is ServiceTitan's flagship operational report. It aggregates goal pacing, revenue, conversion rates, and job averages at the Business Unit level.

ServiceTitan's own documentation calls this "one of ServiceTitan's most popular reports" because it is designed to be reviewed in the morning stand-up. The huddle version surfaces goal pace (are we on track for the monthly number?) and conversion trends (are we booking what we dispatch?).

Most shops run this daily. The weekly aggregate is what owners review on Monday.

Text Sully: "weekly huddle summary: revenue pace to goal, booking conversion, avg ticket, callback rate"

2. Technician Scorecard

Technician Scorecards display generated revenue, memberships sold, close rate on options, and billable hours per technician in real time. They update as jobs close.

Top-quartile technicians in the ServiceTitan dataset generate 40% more revenue per hour than median techs, primarily through add-on sales and membership attach rate. If your scorecard is flat across techs, you have a coaching problem.

This is the report you project on the dispatch board. It is also the foundation of any tech incentive plan.

Text Sully: "rank techs by revenue per hour this week, compare to 4-week average, flag anyone down more than 15%"

3. Marketing Scorecard

The Marketing Scorecard ties newly booked jobs back to the campaign that generated the inbound call, using ServiceTitan's phone integration. It ranks campaigns by revenue, not calls.

This is the most valuable report in ServiceTitan for any shop spending over $10K/month on paid marketing. Ranking by revenue rather than call volume is what separates Google Ads campaigns that look good in the ad platform but produce zero installs.

Owners should review this alongside the Daily Huddle to pair spend with booking conversion. See how AI tools for Google Local Services Ads are optimizing this loop if most of your budget is there.

Text Sully: "revenue by marketing campaign last 30 days, ranked, with cost-per-acquisition and ROI"

4. Call Center Performance by CSR

The Call Center Performance by CSR report measures individual CSR booking rates, jobs converted from calls, and cancellations. ServiceTitan also ships a Business Unit roll-up called Call Center Performance Summary.

ServiceTitan benchmark data from 2026 shows a typical shop books 42% of inbound calls, while ServiceTitan customers average 90%. The 48-point gap is almost entirely explained by CSR coaching tied to the scorecard in this report.

A dedicated weekly review of this report per CSR is the single highest-impact coaching activity in a $1M-$10M shop. If you only have two CSRs, the difference between them is usually 20 points of booking rate.

Text Sully: "booking rate by CSR last week, with a breakdown of unbooked calls by reason"

5. Accounts Receivable Aging

AR Aging shows outstanding balances grouped by 0-30, 31-60, 61-90, and 90+ days. ServiceTitan pulls this directly from invoice status.

Invoices past 60 days have less than a 50% chance of paying in full based on industry collection benchmarks. Running this weekly cuts your average days-to-payment and catches disputes before they age into write-offs.

Every Monday review should end with a list of AR over 30 days assigned to whoever owns collections. In a 2-person office that is the owner.

Text Sully: "all invoices over 30 days old, sorted by amount, with customer phone numbers"

6. Campaign Tracking Details

The Campaign Tracking Details report shows call volume, booking rate, ticket size, and total revenue for every individual campaign. It is the granular version of the Marketing Scorecard.

Top-performing HVAC shops hit cost-per-install of $300 to $500 on paid search. If your Campaign Tracking report shows CPI above $1,000, you either have a targeting problem or a CSR booking-rate problem. This report tells you which.

Use this weekly to kill underperforming ad groups. Most shops waste 20 to 30% of ad spend on campaigns that look fine in the ad platform but produce zero installs.

Text Sully: "Google Ads campaigns this month ranked by cost per booked install, kill list for anything above $1,000 CPI"

7. Upcoming Jobs Report

The Upcoming Jobs Report lists every scheduled job for the coming days. ServiceTitan's own operational guidance recommends scheduling this as an automated daily export, "in case there is a global internet outage, you want to make sure you have access to your scheduled jobs so you can run them without disruption."

This is the single most important operational report during peak season. In peak summer or winter, your dispatch board has to hold up even if ServiceTitan is down.

Most shops export this at end-of-day for next-day dispatch. Paired with route optimization data, it drives tech assignments.

Text Sully: "tomorrow's scheduled jobs by tech, with addresses sorted by drive time from their starting location"

8. Membership Retention Report

The Membership Retention Report tracks active memberships, churned memberships, and upgrade/downgrade activity. For HVAC and plumbing shops, membership revenue is the most profitable line item.

Membership customers generate 3 to 5 times more revenue over 2 years than non-members because of the built-in upsell path on maintenance visits. A 1% drop in membership retention typically costs a $3M shop around $45,000 in annual recurring revenue.

Run this monthly minimum. Most owners do not realize churn is happening until the annual number flags it.

Text Sully: "membership churn rate last 90 days, which techs are selling the most upgrades, which customers churned and why"

9. Invoice Item Report

The Invoice Item Report shows every line item sold across all jobs: brand, model, quantity, price, and margin if cost data is populated. This is your price book accountability report.

Top HVAC shops target 50% gross margin on service and 30% on equipment installs. Without the Invoice Item report, you cannot see when a tech is discounting equipment below book price in the field.

Pair this with the Technician Scorecard to see which techs are hitting revenue numbers by discounting versus by upselling.

Text Sully: "top 20 line items last quarter by revenue, show average discount from book price, flag anyone discounting more than 10%"

10. Job Costing Report

Job Costing rolls up labor, materials, truck stock, and overhead allocation per job. It is the report that tells you whether your business made money on each transaction.

Industry benchmarks from Home Service Scorecard 2026 show top-quartile HVAC shops running 18 to 22% net margin, with the median closer to 8 to 12%. The difference is almost entirely job-level margin discipline.

ServiceTitan's job costing depends on truck inventory being current. If your truck counts are wrong, so is your margin.

Text Sully: "jobs last month with gross margin under 25%, include tech, customer, and reason (labor overrun or material cost)"

11. Dispatch Board Performance Report

This report tracks jobs dispatched, jobs completed same-day, reschedules, and cancellations. It is the report that tells you whether your dispatcher is optimizing tech utilization.

Top-performing residential shops complete 6 to 8 jobs per tech per day. If your Dispatch Board report shows 4 per day, the answer is usually either too much drive time or too many reschedules, both of which are dispatcher-controlled.

For a standalone look at how AI tools are replacing or augmenting dispatcher decisions, see AI dispatcher for home services: build vs buy.

Text Sully: "jobs per tech per day last week, reschedules and cancellations, and flag which were caused by dispatch vs customer"

12. Sold Hours Report

Sold Hours is the ratio of hours a tech billed the customer versus hours the tech was on the clock. It is ServiceTitan's most direct measure of productivity.

Top techs run 75%+ sold-hour ratio. Median runs around 55 to 60%. The gap is usually windshield time, shop time, and rework.

This is the report that settles any argument about tech compensation. If a tech is at 45% sold hours, their revenue number is being generated by volume, not efficiency, and you are overpaying for windshield time.

Text Sully: "sold hours ratio by tech last week, compare to their 4-week average, flag anyone under 60%"

Why text replaces the dashboard

ServiceTitan's reporting engine is the most powerful in the industry. It is also the reason Reddit threads in r/hvac complain about being overwhelmed by dashboards. ServiceTitan's own customer playbook acknowledges the challenge: "the goal with KPIs isn't to overwhelm people with numbers, but to give everyone a simple way to see what's working and what needs attention."

That is the gap Sully fills. Your ServiceTitan account stays the source of truth. Sully sits on top of it, reads the same API, and answers the question in plain language. Instead of opening the Daily Huddle, filtering to last week, and exporting a CSV, you text "revenue by tech this week vs last week" and get the answer in 10 seconds.

For shops evaluating add-on AI tools for the ServiceTitan stack, the comparison to in-platform AI features matters. See ServiceTitan AI vs standalone AI for contractors for the trade-offs in detail. The short version: ServiceTitan's native AI answers questions inside ServiceTitan data. Standalone brains answer questions across your whole stack, including your phone system, your ad accounts, and your email.