Is your marketing bringing the right enquiries?
More visits to your website can be encouraging, but they do not tell you whether the right people are contacting your practice. A useful marketing report…
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Marketing results & reports
Understand what your reports are counting and whether your marketing is bringing useful enquiries.
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Avoid counting confirmation-page reloads as new enquiries
One accepted request produces another enquiry event whenever its confirmation page reloads, inflating the marketing total.
Make your enquiry rate answer the question its label promises
A dashboard divides accepted requests by page views, while its label implies the proportion of visitors who enquired.
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Agree what the numbers on your dashboard mean
Two managers receive different enquiry totals because their dashboards use different definitions. Different enquiry totals often begin with different…
Avoid counting confirmation-page reloads as new enquiries
One accepted request produces another enquiry event whenever its confirmation page reloads, inflating the marketing total.
Avoid counting overlapping report exports twice
Two exports overlap, and combining them adds some observations twice. The final report looks stronger than either source.
Be clear about what your marketing dashboard counts as an enquiry
A dashboard adds phone clicks, completed forms and repeat submissions together as new enquiries. The total grows without a corresponding increase in genuine…
Check reporting settings before concluding a partner sent no visits
A manager sees no referral row for a partner domain that the measurement configuration intentionally excludes.
Check time zones before treating daily totals as missing activity
Two systems assign the same test occurrence to different calendar days because their reporting time zones differ.
Check tracking on deeper guides as well as the homepage
The homepage records activity, but deeper guides cannot load a measurement script referenced with an incorrect relative path.
Compare campaign spending and outcomes consistently
Campaign costs are reported by invoice date while enquiries are reported by interaction date. Monthly cost-per-enquiry figures swing because the periods do…
Compare clinic performance with the right context
A central report compares locations that deliver different services and have different opening patterns. A three-day clinic may not compare meaningfully…
Compare training progress fairly between teams
A department appears less complete because its staff have more assigned requirements than another team. Departments can have different training…
Count genuine widget openings rather than internal redraws
A widget stays open while internal updates repeatedly fire an event labelled opened. Define the user-visible transition that deserves a count. Framework…
Count one website action once when two tracking tools overlap
A custom measurement trigger overlaps an older implementation, so one action produces two events. Ask the measurement owner to inventory all triggers for…
Count referrals without counting every message twice
A report counts every incoming message as a new referral and makes workload appear larger than it is. A busy inbox is not the same as a growing number of…
Do not combine different website actions into a misleading lead total
A supplier adds phone clicks, form attempts and verified submissions into one headline called leads. Keep unlike actions separate unless a clearly explained…
Do not describe every direct visit as a typed website address
A dashboard assumes everyone classified as direct manually entered the address, overstating the evidence about behaviour.
Explain changes that affect your dashboard comparisons
A chart rises after a new clinic opens, but readers interpret the increase as better performance at existing sites. A rising total may reflect a new clinic…
Explain how changing audiences affect the overall enquiry rate
The overall enquiry rate falls although each established channel behaves similarly. A larger share of visits to informational content may change the blend.
Explain measurement changes before describing a change in demand
A measurement-setting change alters what activity can be observed, while the report describes the result as a change in demand.
Explain tracking-name changes before reporting a decline
Activity continues under a new event name while the dashboard still reads the old one. An event name is a dependency shared by configuration, reports and…
Explain why two dashboards can credit different sources
One report describes a visitor's first acquisition while another describes the current session or event credit.
Give each team the right dashboard view
A group-wide report exposes information that a local team does not need for its work. Local managers need useful clinic information without necessarily…
Give email sends useful campaign distinctions without identifying recipients
Every newsletter uses the same campaign name, making meaningful distribution comparisons impossible. Agree which differences matter before expanding the…
Give enquiry outcomes enough time to become known
The marketing report compares current arrivals with outcomes that staff have not yet had time to classify.
Is your marketing bringing the right enquiries?
More visits to your website can be encouraging, but they do not tell you whether the right people are contacting your practice. A useful marketing report…