Med spas
Which ad booked your last new client?
Your booking system has a field for how each client found you. Too often it says “Instagram”, “Google” or nothing, which means your cost per new client is wrong. We fix your tracking so every online booking and call arrives with the ad, campaign and search that brought it in.
Example
Illustrative| Field | Today | After the fix |
|---|---|---|
| Received | Apr 22, 10:51 pm | Apr 22, 10:51 pm |
| Arrived by | Online booking | Online booking |
| How did you hear | “insta” | Social media (chosen from a picklist) |
| Channel | not recorded | Paid social |
| Campaign | not recorded | New clients |
| Click ID | not recorded | IwAR2xK9… |
| Landing page | not recorded | /consultation |
| First visit | not recorded | Apr 19 |
| Status | Treatment paid | Treatment paid |
Same client, same paid treatment. Only the record on the right can be matched to what the ad cost.
A new client passes through five steps before they pay for treatment. If the source is lost at any of them, their booking is left guessing.
-
The click
The ad platform knows what the click cost, and tags the visit with a click ID.
The ID is only in the address of the first page they land on.
fbclid=IwAR2xK9…
-
The visit
People see an ad on their phone, look through before-and-after photos, and book days later.
Unless something stores the click ID, it’s gone by the booking page.
/consultation
-
The booking
Many book online late at night; others call the front desk.
A booking or a call carries no source unless the form and the number are set up to keep it.
Thu 10:51 pm
-
The consultation
Your front desk checks the client in and asks how they heard of you.
Free text, typed between clients.
“insta”
-
The treatment
Your booking system knows the client came back and paid for treatment.
It has no idea what the click cost.
Treatment paid
$239 per new client from paid social
When the source survives every step, working out the cost is simple. We do it for every channel you pay for. Illustrative, from the table below.
What the tracking fix changes
Your cost per new client is only as accurate as the source on each booking. When the audit finds sources going missing, as it usually does, we fix the tracking. We only change what’s on this list. The tracking fix in full
- Every online booking and consultation request records the ad, campaign and search behind it.
- Website calls carry the same, and your listings and printed offers get numbers of their own.
- The source is saved on the client’s record, from the consultation to every treatment after it.
- Your ad platforms count real bookings, not page views, so they bid for people who actually book.
- It runs on your own domain, so browsers and ad blockers are less likely to stop it.
- Nothing a client types into a form goes to an ad platform, and no health detail goes into a page address.
How you’ll know it worked
We measure the share of new clients arriving with their source attached, before we start and two weeks after. We don’t promise a figure. Referrals and walk-ins never carry a click ID, so the right share depends on your mix of channels.
- Before
- Measured at your business
- After
- Measured at your business
Example
Cost per new client, by channel
Once bookings carry their source, the cost per new client is what you spent on a channel divided by the new clients it brought in. The ad platform counts bookings, no-shows included. We follow the source to the paid treatment and what new clients spent. Influencers, deal sites and referrals each get their own line, not “Other”.
| Channel1 | Media cost2 | New clients3 | Per client |
|---|---|---|---|
| Paid social | $9,800 | 41 | $239 |
| Paid search | $7,400 | 26 | $285 |
| Influencers | $4,500 | 9 | $500 |
| Deal sites | $3,200 | 14 | $229 |
| Directories | $1,200 | 3 | $400 |
| Client referrals | none4 | 33 | not measured |
Type over any figure. Nothing you type leaves this page.
The build works this out from your own records, every night. Book a call
- 1Online channels (paid social, paid search, display and video, organic search, email, direct) are read from the click ID and tags, which know more than the client remembers. Offline and referral channels (influencer codes, deal sites, directories, events, print, and client referrals) become the picklist your front desk chooses from.
- 2Ad platform spend, influencer fees and deal-site commissions, plus the offline spend you record each month.
- 3New clients counted in the month of their first paid treatment.
- 4No spend recorded, so no cost per client. Left blank rather than $0, which would make referrals look free.
Example
The calls nobody answered
Your front desk answers the phone between clients. Calls during treatments, after seven or on Sundays often go unanswered, and someone who reaches voicemail can book with whichever clinic picks up. Your call tracking already logs every missed call, and we report on them for you.
In office hours, weekdays from 9 am to 5 pm, 10% of calls went unanswered on average. Outside them, 47%. Weekends and evenings after 9 pm were worst.
- Under 15%
- 15 to 30%
- 30 to 45%
- 45 to 60%
- 60% or more
- Office hours
- Unanswered in office hours
- 10%
- Unanswered outside them
- 47%
- What last month’s 31 missed after-hours calls were probably worth1
- About $5,270
- 131 unanswered calls × a 1-in-5 booking rate × a $850 average first treatment. The report uses your own booking rate and treatment values.
Four steps, one at a time
Everything starts with an audit, and you can stop after any step.
- Step 1
The audit
$5,000
We find where the source gets lost between your website, phones and booking system, and compare what your ad platforms count with the clients who actually paid for treatment. You get a written report on what’s broken and what fixing it takes.
Fixed price, paid up front. Takes about two weeks once we have access.
- Step 2
The tracking fix
$5,000
Server-side tracking on your own domain, so every booking and call carries its source onto the client’s record in your booking system. We measure the share of new clients arriving with a source, before and after.
Fixed price, paid up front. Takes about two weeks once we have access.
- Step 3
The build
Priced after the audit
A database of your own, joining spend, booking source and paid treatments every night, with a dashboard. Once 60 to 90 days of clean data build up, it shows what a new client cost you, by channel, and what they spent.
- Step 4
The retainer
Monthly, priced with the build
We keep it all running. Each month you get a report on cost per new client by channel, missed calls and tracking health, with one recommendation.
The first call is free.
Book a callNumbers you can trust
Every report we send follows these six rules. How the numbers are made
-
Every figure comes from your own data.
The written parts of each report are built from the calculated figures, so they can’t include a number your data didn’t produce.
-
No recorded spend doesn’t mean free.
A channel with no recorded spend shows a blank, not $0, which would make it look like your best deal.
-
Recent months are marked as incomplete.
Some of last month’s consultations haven’t led to treatment yet, so it isn’t reported as a bad month.
-
We report what changed, not why.
The numbers can’t separate the effect of the market, the season and your marketing, so we don’t pretend they can.
-
Problems are explained in plain English.
“Four bookings are in a status we don’t recognise, so they’re missing from the new client count.” Not an error code.
-
Estimates are labelled.
A treatment with no price gets an estimate from your price list, labelled as one.
Your clients’ details stay out of it
We count bookings, not people. Our reports contain no client names, phone numbers or dates of birth, and we never read clinical information. We see that a client came in and what they paid, not what the treatment was for.
Before we connect your booking system, we agree in writing what we’re allowed to see, and sign a business associate agreement where one is needed. Until then, nothing leaves it. Your data is kept in a database of its own. Security in detail
Start with a call
We’ll talk through how bookings reach you and where their source gets lost. If it makes sense, the next step is an audit of your tracking and data, before anything is changed or built.
If an audit wouldn’t be worth it for you, we’ll tell you on the call.