Analytics and reporting for a dental practice
Most dental marketing reports are impression counts. The only report worth reading answers four questions: how many new patient calls came in, where they came from, what each one cost, and how many became appointments that showed up.
The connection nobody makes is between the ad platform and the practice management system. Google records a conversion when a form is submitted. Your software knows whether that person sat in a chair. Until the two meet you are optimizing toward form fills, which is how practices end up paying for leads that never book.
Do it without exporting patient data. Track at the level of a lead source and a booked or not booked flag, never names or procedures.
The other mistake is judging a channel on a month with 11 leads. Dental volumes are small and noisy, so read a rolling 90 days.
Two weeks in, working looks like one page you read in three minutes that tells you where next month's budget goes.