For many cities in the western United States, outdoor water use in the residential sector makes up the single largest component of annual demand, There is little information available in the literature on measured irrigation efficiencies of this important customer category. Having accurate information on the efficiency of use is important for planning water conservation programs. This paper presents data on measured irrigation efficiencies at 1188 homes from the Residential End Uses of Water Study which demonstrates that these homes were applying an average of 50% of the net evapotranspiration to their landscapes. Consequently, any conservation programs aimed at this group with the assumption that they were generally over irrigating would represent wasted efforts, and might actually have the unintended effect of increasing water consumption. The research presented in this paper emphasizes that the key to successful outdoor water conservation lies in developing programs that are targeted only at those customers who offer the greatest potential for water savings. It is the responsibility of those charged with managing urban water demands to obtain accurate information on which to determine who to target as the first step in any water conservation program. This paper describes how accurate information on irrigation efficiencies can be obtained, and the pitfalls awaiting those who seek to base their plans on faulty data.