Marketing Tracking & Reporting for Vet Practices
We send one report a month: what you spent on ads, what you paid us, and what your clinic earned.
The report's job is to be checkable. This page shows the whole chain: what gets counted, how every number is checked against your own practice software, and what lands on your desk.
What the report is for:
Marketing reports are usually dashboards: clicks, views, visitors. None of those are dollars, and none of them can be checked against your books. Many clinics never get that far: when we checked 559 vet websites, 32% of the clinics we could assess could not measure anything that happens online.
Ours is one report with three numbers: what you spent, what you paid us, and what your clinic earned. Every number is matched against your own practice software, like EzyVet.
That only works because everything is counted first. Tracking goes in during the first week, before any ad runs or any SEO work starts, and every call, booking and form is tied to the ad or the search that caused it.
When a number cannot be verified yet, it is listed as not counted yet or labelled an estimate, never rounded up.
What gets counted
Marketing claims are cheap. Counting is what makes them checkable, so it goes in first, on the ads, the search results and your Google profile, before any marketing runs.
A tracking number on every call
The number a pet parent dials from your website tells us what brought them there: the ads, the search results, or a visit from your Google profile. Your real number stays yours, and every call rings your front desk as normal. Calls made straight from your Google profile, without the website, cannot be followed, so the report counts them as untracked rather than guessing. Almost no clinic has any of this: call tracking was visible on 2 of the 501 vet websites we could read.
Online bookings and forms are tied to the search or ad that started them
Each booking and enquiry form is tied to the search or the ad that started it, then matched by name to the new client in your practice software, so an online client counts the same as a caller, revenue and all. The counting runs on a server we manage, not only in the pet parent's browser, so fewer results go missing to ad blockers and phone privacy settings. It matters more every year: at First Paw, a mobile vet in inner Melbourne, most new clients now book online without phoning first, and every one of them is counted.
Rankings, reviews and competitors are gathered every week
We also gather where you rank, the reviews you and your competitors earn, and what pet parents do on your site, automatically, every week, so a change shows up before it costs you a month.
Where the numbers go
The numbers land in three places.
Into the report, matched against your practice software
Every counted call and booking is matched against your own practice software, so the report shows real dollars. The rest of this page is how.
Back to Google, so the ads learn which clicks became clients
Real calls and bookings go back to Google Ads, so it shows your ad to more of the people who look like the ones who booked. The same counting feeds both the report and the ads.
Into the weekly check that finds what to do next
Our software reads all of it every week and finds what is worth doing more of: the suburb that has started calling, the page that is winning. And when calls dip or a cost creeps up, it works back through the ads, the rankings, the pages and what Google changed that week, until the likely reason is found. We decide what to do.
Checked against your own software
Tracked numbers are still our numbers. So every figure is checked against yours, matched to your own practice software, like EzyVet.
Every tracked caller and online booker is looked up in your practice software
Each tracked caller and each online booking is looked up in your practice software by name: their first visit, their visits since, and what they spent. The source of truth is your books, not our dashboard. Vet-O, in Brookvale, has worked this way since 2020: every month the clinic's own new-client list is matched against the ads and the search results, so the owner has never had to take the results on faith.
Revenue is exact, to the dollar, because it comes from your invoices
A caller or online booker who became a client is matched to a real patient record, so the revenue in the report is what they actually paid you, GST included, not an estimate.
Only one number is an estimate, and it says so
Everything the report counts is real invoiced revenue, except the long-term value: what the month's new clients may spend with you over the years ahead. We can work that out from your clinic's own records, or from two industry studies of what a pet parent spends at the vet each year and how long they stay, whichever suits you. Either way it is labelled as the estimate it is.
If we cannot prove it, it counts as zero
The report only counts money we can trace to a call or a booking we saw. A pet parent who walked in, or rang the number on your Google listing, is counted as zero even if an ad or a search is what brought them. So the figures in the report are the least the marketing earned you, never the most. What could not be traced is listed plainly at the end, so nothing is hidden and nothing is padded.
A client with no invoice yet counts as zero until they are invoiced
A new client who has booked but not yet been invoiced is listed as not counted yet, with the number of them stated. Their revenue appears in the month it lands in your software, and not before.
What's in the report
What lands on your desk is one page that follows the money from what you spent to what your clinic earned, for the ads and for search, with the working underneath in plain English and real dollars.
Who found you, and how
Every new client traced to the first thing that brought them in: an ad, or a search. One source gets the credit, so nothing is counted twice.
What you spent, what you earned
Ad spend and our fee sit on one side, and the revenue your clinic actually took on the other, month by month since launch, so you can see what came back for every dollar spent, before and after our fee.
What a new client is worth over the years ahead
An estimate, labelled as one, of what the month's new clients may spend with you over the years ahead, worked out from your own records or from two industry studies of what a pet parent spends at the vet, whichever you prefer.
FAQ
Can I check the numbers myself?
Yes, that is the point. Every number in the report ties back to your own practice software and your own bank statements. Ad spend and our fee are shown without GST, which you claim back; revenue is shown with it, as it appears in your software. If something does not match, we want to know.
What if I don't use EzyVet?
The matching works from your practice software's export. EzyVet is the one we know best; if you run something else, we will tell you plainly what can be matched and what will be estimated.
Do you report clicks and impressions at all?
The front page follows the money. Visits and enquiries appear only as steps on the way to new clients and revenue; raw clicks and impressions sit in the working tabs for anyone who wants them.
What does the report look like?
A one-page scoreboard, with the spreadsheet behind it attached. The scoreboard follows the money from spend to revenue, for the ads and for search. The spreadsheet's first tab is the summary, and the six tabs behind it hold every source row: your practice records, the call log, online bookings, callers who never booked, revenue by month, and the month's new clients, so you can follow any figure back to where it came from.
Do I have to change my phone number?
No. Your number stays yours. A tracking number sits in front of it only where the source needs to be known, and every call still rings your front desk.
Will tracking slow my website down?
No. The counting runs in the background, and the site is built so a pet parent never notices it.
How soon does tracking start?
The first week. Tracking goes in before any marketing runs, so results are counted from day one.