Start with a number, but do not stop there.
Lead counts show that a campaign generates enquiries. Whether those enquiries receive a reply, move to appointments or receive offers are separate questions. Define stages clearly: new enquiry, contacted, appointment planned and offer shared, for example.
Separate contact counts from channel counts.
Someone may submit an ad form and then write on WhatsApp. Treating both as new patients inflates the result. Match contacts and consolidate conversation history; the first source and later contact channels have different meanings.
Keep dates and attribution consistent.
Seven days of ad spend should not be compared casually with appointments booked last month. Enquiry, appointment and offer dates may differ. State which date enters each report and which source-attribution model you use.
Make operational effects visible.
Lead quality and reply speed can both affect progression. Review work schedules and waiting follow-ups alongside campaign data. Before stopping a campaign with few appointments, investigate where its enquiries are waiting.
Keep a weekly decision note.
Choose a period, a source and consistent stage definitions. Review spend, leads, appointments and offers, and note budget or process changes. Use the same method the next week. Avoid inferring certainty or guaranteed treatment revenue from small samples.
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