Illustrative example. Demonstration figures, not a client result.
This is the year the practice thought it was having.
Traffic up every month for a year, advertising a shrinking share of it, revenue climbing the whole time. The only awkward note is the booking rate, sliding all year while the cost of a booking climbs. Read this screen on its own and the sensible next move is to spend more on ads, which would have been the wrong one.
Built for a wider screen. Everything is here, and the wide panels slide sideways, but a desktop reads more easily.
Monthly visits
8,900
+65%over twelve months
Reported bookings
196
what analytics counted
Reported booking rate
2.2%
-0.9ptfalling all year
Reported cost per booking
£32
+78%climbing all year
Visits
May 5,400
Jun 5,700
Jul 6,050
Aug 6,300
Sep 6,800
Oct 7,100
Nov 7,450
Dec 7,700
Jan 8,050
Feb 8,300
Mar 8,600
Apr 8,900
Sessions are visits to the website, and the number most dashboards lead with. On its own it says almost nothing about whether the practice is any busier.
Reported booking rate
May 3.1%
Jun 3%
Jul 2.9%
Aug 2.9%
Sep 2.8%
Oct 2.7%
Nov 2.6%
Dec 2.5%
Jan 2.5%
Feb 2.4%
Mar 2.3%
Apr 2.2%
The share of visits that analytics counted as a booking. More visitors every month, and a smaller proportion of them booking. Either the website was getting worse at its job, or the number was not measuring what its name said.
Revenue
May £44,000
Jun £45,200
Jul £46,100
Aug £47,400
Sep £49,000
Oct £50,200
Nov £51,800
Dec £52,600
Jan £54,100
Feb £55,400
Mar £56,900
Apr £58,200
Monthly revenue. Healthy, growing, and the reason nothing looked urgent.
Where the visits came from
Organic search3,56040%
Google Business Profile1,78020%
Paid search1,69019%
Paid social89010%
Direct6207%
Referral3604%
Paid advertising is a shrinking share here, which usually reads as good news: the channels that cost nothing are carrying more of the load.