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From ad click to booked consultation.

Nicholson’s forms, calls, ad platforms and CRM each counted leads their own way, so no report could follow an ad click to a booked consultation. We put every form path into one lead format, connected calls, analytics, ads and the CRM on the warehouse, and gave each lead an ID that carries through to the consultation. The clinic’s marketing team reports on it in Maven.

Nicholson ClinicIn-house marketing team · Healthcare

Leads by form pathLast 30 days

  1. Consultation requestfull_name, phonelead format104
  2. Contact pagename, email, msglead format59
  3. Callback requestphone onlylead format47
  4. Financing inquiryfirst, last, emaillead format33
  5. Seminar sign-upemail onlylead format28
  6. Live chatfree textlead format18
  7. Pricing pagename, ziplead format11

Five lead counts, and no path from click to consultation.

Forms, calls, ad platforms and the CRM each told a different story, so budget and sales-coaching decisions rested on five different lead counts, and no report could tie a consultation back to the ad that started it. Clinical details had to stay out of marketing systems and reports.

In the reports

  • Form paths7 formats
  • Callscall log
  • Ad platformsplatform conversions
  • Analyticssite goals
  • CRMcontacts

Out of the reports

First touchLeadConsultation

Full-funnel attribution, from click to consultation.

GoHighLevel, Piwik PRO, CallRail and the ad platforms feed one reporting layer on the warehouse. A lead ID links each click, lead and consultation.

Nicholson Clinic’s environment

Form paths + calls

×7

Analytics + CRM

Advertising signals

Custom consultations dataset

  • Consultation bookings
  • Lead ID and form path
  • Source and campaign

Maven

  1. One format7 form paths, one lead format
  2. ReconciledForms, calls, ads and CRM matched
  3. ReportingClick to consultation, by source
Lead IDForm pathSourceCampaignForm or callConsultation

Warehouse

Marketing team workspace

Powered by Maven

Reports built and edited by the clinic’s own team

Clinical details

Kept out of marketing systems and reports

Four steps to one funnel, from click to consultation.

From seven form paths capturing leads differently to every consultation traced back to its source.

  1. 01

    One lead format

    All seven live form paths now share one lead format, so a lead from any entry point arrives with the same fields.

    Before

    Seven form paths, each capturing leads differently

    After

    Every form path produces leads in the same format

  2. 02

    Connect every step

    GoHighLevel (CRM), Piwik PRO (analytics), CallRail (calls) and the ad platforms, connected and modeled into one reporting layer on the warehouse.

    Before

    Form, call, ad and CRM numbers that didn’t agree

    After

    Clicks, forms, calls and CRM records in one lead count

  3. 03

    Tie click, lead and consultation together

    Each lead gets an ID that carries its source and campaign, and the consultation keeps that ID, so a booked consultation traces back to the click that started it.

    Before

    Lead source lost before consultation

    After

    Every consultation tied to its source and campaign

  4. 04

    Keep clinical details out

    The funnel carries only the lead ID, source, campaign and whether a consultation was booked.

    Before

    Reporting stopped at the lead

    After

    Reports run to the booked consultation

Meta has the cheapest leads, at $75. Google has the cheapest consultations, at $400.

Read each platform from left to right to see what a click, a lead and a booked consultation cost.

Click to consultationUpdated today, 6:00 AM
Marketing team ▾Last 90 days
View
Ad spend$90,000Google · Meta · Microsoft
Leads1,460940 forms · 520 calls
Consultations booked342200 from ads · 142 organic
Cost per lead$100900 ad leads
Cost per consultation$450200 ad consultations
Lead → consultation23%342 of 1,460 leads

Click to consultation, by platform

SourceClickscost per clickLeadscost per leadConsultationscost per consultation
Google AdsSearch · $48,00012,000$4.00400$120160 calls120$400
MetaFacebook + Instagram · $33,00015,000$2.20440$7540 calls60$550
Microsoft AdsSearch · $9,0003,000$3.0060$15020 calls20$450
Paid ads totalSpend · $90,00030,000$3.00900$100220 calls200$450
Organic & directNo ad cost–no ad clicks560no cost300 calls142no cost

Consultations matched to leads by lead ID.

Illustrative dataPowered by Maven

Want to see what each consultation costs by platform? We’ll walk your team through it and map what your clinic’s data needs.

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See which ads book consultations.

Start with a free scan of your lead tracking, or have us connect forms, calls, ads and CRM from click to consultation.

Start hereFind where lead tracking breaksForms and calls counted different waysA list of what breaks on your siteRun a free tracking scanBuild itGet click-to-consultation reportingA separate lead count in every toolOne funnel your team reports on in MavenBook a walkthrough