Measuring ad ROI

Cheap leads don't mean cheap patients.

Your ad manager shows cost per lead; your clinic's bank account cares about cost per patient and revenue by source. MedicalGrow tracks every lead from ad to deposit, so you can move budget to the channels that actually bring patients.

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Cost by source · This monthSample data
SourceSpendCPLPatientsPer patientRevenue
Meta Ads€2,400€2511€218€41,800
Google Ads€2,940€707€420€27,300
TikTok€560€201€560€3,900
TikTok brings the cheapest leads — and the most expensive patients.
Why measurement goes wrong

Most clinics manage ads by a metric that can't see the outcome.

Optimising for CPL

The ad set with the cheapest leads gets scaled. But those leads don't send photos, don't pick up the phone and don't pay deposits.

Sales in a spreadsheet, ads in a dashboard

Ad data lives in one place and sales data in another. Joining them means hours of manual matching at month-end.

Long decisions break the link

The patient filled in a form in March and had the procedure in June. Somewhere in between the source was lost and the sale was counted as "organic".

Three metrics, three questions

CPL vs cost per patient vs revenue by source

All three matter — but only the last two should drive budget decisions.

Cost per lead (CPL)Cost per patientRevenue by source
FormulaSpend ÷ leadsSpend ÷ deposits/proceduresSum of won deals tied to the source
Question it answersHow cheaply do ads collect forms?What does it cost to win one patient?What did this channel earn the clinic?
Data sourceAd platformAd platform + CRMCRM
Enough for budget decisions?
Visible in MedicalGrow?

Define "patient" with your clinic: most clinics count someone who paid a deposit or had the procedure.

Source tracking

Source data is born with the lead and never gets lost.

Every lead from Meta and TikTok lead forms, Google Ads and website forms is written to the contact with its form, campaign, ad and UTM data. Even if the patient travels months later, the sale stays tied to the ad that brought them.

  • First touch and latest touch recorded separately
  • Click-to-WhatsApp conversations with their ad data
  • Agents pick the source for organic messages
Explore ad integrations
Patient journeySource: Meta Ads
  1. 1
    AdMeta · "Implant Package – DE"
  2. 2
    Lead formEmma de Vries · 12 Mar
  3. 3
    ConversationWhatsApp · Zeynep A.
  4. 4
    Treatment plan€4,900 · 18 Mar
  5. 5
    DepositWon · 2 Apr

Sample data

One report

Spend, leads, patients and revenue in one table.

The attribution report shows leads, appointments, won deals and revenue by source, campaign and ad. Meta and Google Ads reports put spend next to CRM outcomes. You don't wait for month-end to work out cost per patient.

  • Attribution report: source / campaign / ad
  • Meta and Google Ads reports with CRM data
  • Separate dashboards for management and marketing
Explore end-to-end reporting

This month

312 patient enquiries

↗ %18
  • Meta Ads46%
  • Google28%
  • Referral26%
Step by step

Start measuring ad ROI in four steps.

  1. 01

    Connect your channels

    Connect Facebook, Instagram, TikTok and Google under Settings → Integrations, and add UTMs to your web forms.

  2. 02

    Define "patient"

    Decide which pipeline stage counts as a patient (e.g. deposit received) and where the quoted value is recorded.

  3. 03

    Build the habit

    Agents keep deal stages and values current and fill in the source for organic chats. The AI CRM Chief flags the gaps.

  4. 04

    Read weekly, shift budget

    Review cost per patient and revenue by source every week and move budget based on evidence.

Frequently asked questions

Why do the numbers differ from conversions in my ad manager?+

Ad platforms count with their own attribution windows and models. MedicalGrow counts the people who actually reached your CRM and how far they progressed in sales. They answer different questions — for budget decisions, the second one matters.

How do we record revenue in the panel?+

The quote or deposit amount is written as the opportunity value and the deal is marked as won. Reports add these values up by source. Collecting payments isn't part of the panel.

If a patient came from Instagram first and Google later, who gets credit?+

Both are visible: first touch (the channel that found them) and latest touch (the one that closed them) are recorded separately. You choose which to decide on in the report.

How soon will I see meaningful data?+

That depends on your lead volume and how long patients take to decide. Lead and appointment data starts flowing right away; cost per patient becomes clear as the first sales close.

Related features

End-to-end reportingTie every dollar of ad spend to the treatments it broughtAd integrationsMeta, TikTok and Google leads land in secondsAI CRM ChiefThe AI that reviews your sales team every single dayMarketing teamsProve which campaigns bring patientsClinic ownersAds, sales and team performance on one boardPatient pipelineSee every patient from first message to procedure day

Manage your budget by patients, not leads.

No per-user fees. Our team helps you set up.

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