Methodology
A number withouta definition isjust a formatted opinion.
This page exists so you can argue with our numbers on the right grounds. Every metric below is used exactly as written, across every report, for every client.
Definitions
- Lead
- One person who starts a conversation or submits a form and provides at least one way to be contacted again. Duplicates within 30 days count once. Messages containing only a greeting with no follow up still count, because removing them would flatter our numbers dishonestly.
- Booking
- One appointment recorded in the clinic's system with a specific date and time. An intention to come next week with no fixed slot does not count.
- Attended
- A booking that actually arrived and was checked in, regardless of whether a treatment was taken. A reschedule that eventually attends counts on the attendance date.
- Cost per booking
- Period ad spend divided by bookings in the same period. Excludes management fees, content production, and software costs. We separate these so you can compare channel performance fairly against other providers.
- Attributed revenue
- The value of treatments actually performed by patients whose entry path traces back to a channel we manage, within a 60 day window from first contact. For long cycle categories such as aligners, the window extends to 180 days and is stated explicitly in the report.
- ROAS
- Attributed revenue divided by ad spend. This is a gross figure. A ROAS of 8 on a 30 percent margin treatment produces very different profit from a ROAS of 8 on a 70 percent margin treatment, so we always report it alongside category margin.
Limitations we acknowledge
- 01Digital attribution is never perfect. A patient who saw an ad on their phone then came a week later on a friend's recommendation records as attributed, when our channel only contributed partly.
- 02Conversely, a patient who calls the clinic directly without passing through a tagged link records nowhere, so our channels sometimes look worse than reality.
- 03Attendance data depends on clinic staff recording discipline. Where recording is inconsistent, we flag it in the report rather than smoothing the number.
- 04Cohorts below 30 bookings per month produce sharply fluctuating figures. We call those an indication, not a conclusion.