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Have you ever felt unsure about where to focus your marketing efforts? Potential patients can find your practice in many different ways and it can be hard deciding whether more people will find you on Facebook or Google. Perhaps you’re seeing little return from either and offline advertising would be more effective?
The best way to make more confident marketing decisions is to track which of your activities are working and which aren’t. This might sound complicated, but tracking patients relies on a process that’s actually quite simple. And it’s called ‘lead attribution’.
Lead attribution is a way of categorising how patients arrive at your website, and it comes built into DenGro.
By collecting this information for you, DenGro reports can help inform your marketing decisions. For instance, when people move through the journey towards booking, you’ll be able to see if leads from social media sites take longer to book than those who saw a Google Ad, or perhaps you gain more leads from special offers than before/after images.
DenGro puts the answers at your fingertips. And we’ve just improved how it works.
The latest DenGro release updates all lead source data from the beginning of time. If you track reports month-on-month, you’ll notice your practice's Lead Generation and Practice Summary Reports look a bit different. The reports show 'Channels' rather than 'Sources', matching the naming conventions more closely with Google Analytics.
The distribution between Channels is also different. We’ve improved the way DenGro determines where your lead came from to submit their details. You may notice that you have fewer ‘Unconfirmed’ leads in your Reports. Some may have been renamed ‘Direct’, with others may have been redistributed to different Channels based on DenGro’s new attributions logic.
When leads submit their details through your online forms, DenGro can automatically assign lead attributions based on the information it captures.
DenGro does this by looking at the URL (or web address) where the patient submitted their details. It then pulls out useful details about the marketing campaign that have been tagged in the URL. Those campaign details could refer to different types of ads you’re running (e.g. 20% off vs price match), different types of content (e.g. video vs images) or even different approaches to marketing (e.g. lifestyle images vs product images).
By automatically assigning attributions, DenGro improves the accuracy of your reports without you having to lift a finger or do anything else.
Below, you’ll find definitions of the key lead attribution 'terms' and what that means in terms of your online marketing:
Attribution. This lets you link your marketing activities to business outcomes. Specifically, attribution tells you what attracted a lead to your campaign, which advert a lead clicked on, which marketing campaign it was part of and the channel the campaign was running on.
Channel. The method for reaching customers with products or services. e.g. Paid Search.
Source. The detail of where a lead came from within a particular Channel. e.g. Google.
Medium. The general method of communication. For example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).
Campaign. A particular marketing campaign. e.g. january-sale.
Direct. Most often the result of a user entering a URL into their browser or using a bookmark to directly access the site. Direct sessions occur any time we cannot determine another referring source or channel.
Capture Method. Describes how the lead’s details were captured.
Affiliate. Refers to who generated the lead. This will be 'Practice' for any marketing led by the practice; or the name of the marketing agency who runs the online ads and campaigns on behalf of your practice. This can help you track lead generation by different agencies.
These definitions will help you make sense of any changes to your reports. If you’re not responsible for reporting at your practice, please pass this information onto the relevant person.
If you have questions, simply call DenGro Practice Support on 01225 375 025, or email email@example.com.