Analytics had never been counting bookings.

Every booking number on the opening screen came from one event: somebody clicking Book now. A click is not a booking. The bookings that did happen were recorded in the booking system, or made over the phone, and neither of those had ever been wired into the dashboard.

Built for a wider screen. Everything is here, and the wide panels slide sideways, but a desktop reads more easily.

The visitor's actual path

Visits8,900

reached it2.2%

Clicked Book now196counted as a booking

lost in the window158

Booked and paid38actually completed

Each stage is a real step a visitor takes. The gap is where the website hands the visitor to another company's booking window, and the practice's own analytics could not follow them in.

The same month, counted two ways

196bookings, as analytics reported them

38bookings that actually completed and were paid for

On the left, what analytics reported: one booking counted for every click of the Book now button. On the right, the appointments that were genuinely made and paid for, taken from the booking system rather than from the website.

Why it was invisible

Every click of Book now was filed as a booking, because a click was the last thing the website could see. And a patient who picked up the phone left no trace on the website at all, so they were never counted in the first place.