Your ad dashboard offers about forty metrics. Roughly thirty-five of them are there to make the platform look useful. These five decide whether your marketing is working.
These numbers decide whether your ads are working.
Three of the five are not marketing problems. That is the point. When ads look weak, the answer is often in attendance, sales conversation, lifetime value, or response speed.
The metrics
Track these before you increase budget.
01
Cost Per Booked Appointment
Ad spend ÷ people who actually sat in your chair.
Not cost per lead. Not cost per form fill. Cost per human being who arrived. This is the only number that connects your ad budget to your calendar.
If you track one number this quarter, track this one.
02
Show-Up Rate
Of everyone who booked, what percentage arrived?
Healthy range for wellness is 60-75%. Below 50% and your problem is not the ads. It is the offer or reminder sequence.
Cheapest fixes: WhatsApp confirmation, a 24-hour reminder, and a small token deposit where the treatment allows it.
03
Lead-To-Client Conversion Rate
Of everyone who enquired, what percentage paid you?
This is a front-desk and sales number more than a marketing one. But it caps everything marketing can achieve.
If you convert under 10% of enquiries, fix the conversation before you fund the traffic.
04
LTV : CAC Ratio
Client Lifetime Value ÷ Cost to Acquire that Client.
Wellness runs on repeat visits. Most clinics price advertising as if the first visit is all they get, which makes profitable campaigns look unaffordable.
Target: 3:1 or better. At 1:1 you are paying to break even. Below that you are buying clients at a loss.
05
Speed To Lead
Minutes between the enquiry landing and your first response.
Under 5 minutes, conversion rates climb sharply. After 30 minutes, most wellness enquiries have already booked with whoever answered first.
No budget increase, no new creative, no agency required just an automated first reply and a named person responsible for the inbox.
How they fit together
Each metric answers a different business question.
Metric
Tells you about
Cost per booked appointment
Whether marketing is working overall
Show-up rate
Whether your offer creates real commitment
Lead-to-client rate
Whether your sales conversation works
LTV : CAC
Whether you can afford to scale
Speed to lead
Whether you are losing leads you already paid for
When someone says their ads are not working, the answer is somewhere in this table more often than it is in the ad account.
Checklist completed!
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