Analytics and reporting for a therapy practice
Most practices measure clicks, the one number that cannot tell you anything. Five numbers can: calls received, consultations booked, consultations that showed, new clients started, and the cost of each. Run those by channel and the decisions make themselves.
Getting them takes three small things. A tracking number per channel so calls are attributed rather than guessed. A source field on the intake form. And the habit of asking on the call how they found you, then writing it down.
One caution specific to this field: the analytics stack must never receive condition detail. Strip query strings, keep page paths generic where they name a diagnosis, and turn session recording off on intake pages. A general analytics tool holding a name next to a mental health interest is a problem you do not need.
The other mistake is judging a channel at week two on cost per click. Two weeks tells you whether tracking works and whether the phone gets answered. Thirty to sixty days tells you whether the channel pays.