If You Can’t Measure It, You Can’t Improve It

As digital marketers, data and measurement are part of everything we do. We build them into our services and use them regularly to analyze our efforts and ensure we meet your goals. We present this analysis to you every few months via your client report.

Today, we aim to help you better understand your client report and discover how to get loads of value from it. We’ll cover some of the most frequently asked questions, provide a cheat sheet for the marketing jargon, and share our #1 tip for reviewing your report.

How do I receive reports?

When you sign up for any of our marketing services (like local, organic, or paid search), you receive a custom-built report from us to track your progress. The report shows up in your email inbox at least quarterly, if not more frequently, depending on your services and needs. 

What does the report cover?

Each report shows how your campaigns and services perform over a stretch of time—usually three months—allowing us to do a time-series analysis. Playing the long game is essential, especially in search marketing. One month shows very little, but having three months side-by-side? That’s how we discover seasonal variations and trends. 

What do the reports include?

The reports are extensive, but we promise they’re not just a bunch of irrelevant charts, graphs, and percentages. We include a lot of details because it allows our marketing experts to see all of your data in aggregate. When we have the bigger picture, we can determine which of our efforts are making a difference for you and how to improve your results.

What data points should I focus on?

While we think all the data is pretty interesting, as a dental practitioner, we recommend that you focus on the following three data points:

  1) how much you spent,
  2) how many leads (a.k.a. conversions or goal completions) you received, and
  3) how many leads turned into new patients.*

*You will find your marketing spend and leads listed on your report, but the third data point — how many leads became new patients — comes from you. We can bring you new leads all day long, but whether or not those people showed up for an appointment is data that only your office will have.

If you’re willing to share that number with us, we can do a quick calculation to determine the effectiveness of your leads and provide additional insight into how many leads you need each month to meet your growth goals.

What qualifies someone as a lead?

This is an excellent question! A qualified lead has gone through “qualifying criteria,” such as filling out a form on your website, requesting a consultation, downloading a brochure or case study, clicking your phone number to place a call, or taking action to learn about your practice or services. 

For more on leads, you can read our recent blog post, Dental Practitioners’ Top 4 Questions About Lead Generation.

What do the jargon and acronyms in the report mean?

Fair question. Let’s break it down.

Digital marketing jargon, decoded.
  • Direct – someone typed in your URL (or went to a bookmark)
  • Organic search – someone found you through Google, Yahoo, Bing, or another search engine
  • Referral – another website referenced and linked to you, and someone clicked that link (perhaps from a publication or blog that featured you)
  • Display – a banner ad, or anything on the screen that is not search marketing
  • Impression – your ad showed up on their screen
  • CTR – click-through rate (the rate at which people interacted with your ad)
  • CPC – cost per click (how much you spent per click)
  • CPL – cost per lead (how much you spent per lead)
  • Conversions – leads (also referred to as goals or goal completions)
  • Goal conversion rate – the rate at which interactions become leads
  • Cost/conversion – the same as CPL, or cost per lead
How can I get the most value from my reports?

Your reports are full of interesting data, analysis, and insights that can help you improve and grow your practice. We don’t want you to miss them, so we offer complimentary report reviews via phone. We can even automate these meetings so that they appear on your calendar regularly throughout the year; you don’t even have to think about it. 

How do I schedule my complimentary report call?

Just let your client representative know that you’re interested in booking a call, and they’ll schedule it. During the call, they’ll cover the highlights of your report, look at what’s working, and how we can help you improve. This is also an excellent time for you to address any other questions, ideas, or insights that pop up.

At Bullseye Media, two of our iconic behaviors include communicating with clarity and always going a little further to achieve excellence. That’s why we don’t just provide a custom report—we also offer a one-on-one conversation to ensure you get the most from your services. As they say at Chick-fil-a, it really is “our pleasure.”

We hope these tips have been helpful. If you have any other questions about your reports, please contact us.

This post is part 6 of our data and measurement blog series. Click on the articles below to explore more topics in our series.

Part 1: Stop Googling Yourself
Part 2: Dental Practitioner’s Top 4 Questions About Lead Generation
Part 3: The Formula for New Dental Patients: CPA + CPL = $
Part 4: 3 Changes Dental Practitioners Should Expect From Google’s New Analytics Platform
Part 5: Google Business Profile: Your Most Powerful Marketing Tool

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