Executive Overview Marketing performance at a glance
⚠️ Mockup with sample data β€” designed to facilitate the KPI conversation. Numbers, trends, and clinic splits are illustrative and not from production systems.
Headline KPIs Β· Last 12 Months
Total Marketing Spend
$4.2M
β–² 8.2% vs prior period
Total Inquiries
12,540
β–² 11.4% vs prior period
Attended NPVs
6,418
β–² 6.1% vs prior period
Attributed Revenue
$84.1M
β–² 9.8% vs prior period
Blended ROI
19.0x
β–² 1.2x vs prior period
Marketing Funnel Last 12 months Β· all channels
Spend vs. Attributed Revenue by Month
Channel Mix β€” Attended NPVs
CAC by Channel
Avg LTV by Channel
Clinic Performance β€” Attended NPVs vs Target
Top Movers β€” last 30 days
KPIClinicCurrentΞ” vs prior
Attended NPV rateBoston81.4%β–² 4.2 pp
Cost per attended NPV (Digital)Houston$614β–Ό $58
Physician referral inquiriesColorado412β–² 18%
No-show rateAtlanta12.8%β–² 2.1 pp
Meta CPLNorthern Virginia$87β–² $14
Google branded CTRMinneapolis9.4%β–² 1.1 pp
Website β†’ Lodus handoffAll14.6%β–² 0.8 pp
Spend
Digital Ad Spend
$2.84M
β–² 6.4% YoY
Budget: $2.95M Β· 96% pacing
Physician Referral Spend
$1.36M
β–² 12.1% YoY
Budget: $1.40M Β· 97% pacing
Spend vs. Budget
96.4%
$155K under budget
All channels combined
Spend Needed to Hit NPV Target
$4.6M
β–² $400K gap to target
7,200 NPV goal Β· $639/NPV historical
Spend by Channel β€” last 12 months
Spend vs. Budget by Clinic
Reach
Impressions
142M
β–² 9.1% vs prior
Click-Through Rate (CTR)
2.18%
β–² 0.21 pp vs prior
Cost per Click (CPC)
$0.92
β–² $0.07 vs prior
Impressions & CTR Trend
CPC by Channel & Clinic
ClinicMeta CPCGoogle CPCBlendedΞ” vs prior
Colorado$0.84$1.12$0.96β–² $0.04
Northern Virginia$1.06$1.38$1.18β–² $0.14
Houston$0.71$0.94$0.81β–Ό $0.05
Boston$0.92$1.21$1.05β–² $0.02
Atlanta$0.78$0.99$0.87β–Ό $0.03
Minneapolis$0.82$1.04$0.91β–Ό $0.01
Visit Volume
Total Visits
28,940
β–² 7.2%
Digital Visits
11,576
β–² 12.4%
Physician Referral Visits
8,973
β–² 5.1%
Patient + Insurance Referrals
6,225
β–² 3.8%
Unattributed / Other
2,166
β–² 1.4% (investigate)
Channel Attribution Share
Visits by Channel β€” last 12 months
Cost Efficiency
Cost per Visit β€” Digital
$245
β–Ό $18 vs prior
Cost per Visit β€” Physician
$152
β–Ό $9 vs prior
Cost per Visit β€” Blended
$145
β–Ό $11 vs prior
Attribution by Clinic (% of visits)
Scheduling Conversion
Call Center Inquiries
7,840
β–² 4.3%
RingCentral
Total Appointments
11,210
β–² 8.1%
Lodus + SF + RC
Inquiry β†’ Scheduled NPV
65.3%
β–² 2.1 pp
Scheduled NPVs
8,190
β–² 9.4%
Scheduled vs. Target
94%
Target: 8,700
Attended Conversion
Attended NPVs
6,418
β–² 6.1%
Attended NPV Rate
78.4%
β–² 1.3 pp
Cancellation Rate
11.2%
β–Ό 0.6 pp
No-Show Rate
10.4%
β–² 0.4 pp
Full-Funnel Conversion
51.2%
β–² 1.8 pp
Inquiry β†’ Attended
Inquiry β†’ Scheduled β†’ Attended (trend)
Conversion Rate by Channel
Clinic Scorecard β€” Scheduling & Attendance
ClinicInquiriesSched NPVAttended NPVSched RateAttended RateNo-Showvs Target
Colorado2,1401,4851,18269.4%79.6%9.8%98%
Northern Virginia1,8901,23497465.3%78.9%10.1%96%
Houston2,5101,6721,34866.6%80.6%9.4%101%
Boston1,5601,06286568.1%81.4%8.7%97%
Atlanta1,9401,18487461.0%73.8%12.8%87%
Minneapolis1,5001,5531,17575.6%75.7%11.6%92%
Lifetime Value
Avg LTV β€” Digital
$12,400
β–² 3.2%
1.4 cycles avg
Avg LTV β€” Physician
$18,650
β–² 4.8%
1.9 cycles avg
Avg LTV β€” Patient Ref.
$14,820
β–² 2.1%
1.6 cycles avg
Avg Time to Convert
42 days
β–Ό 3 days
Inquiry β†’ attended NPV
Return on Investment
Revenue β€” Digital
$33.6M
β–² 11.2%
Revenue β€” Physician
$38.4M
β–² 8.9%
Digital ROI
11.8x
β–² 0.6x
Physician ROI
28.2x
β–² 1.4x
CAC β€” Digital
$442
β–Ό $24 vs prior
CAC β€” Physician
$152
β–Ό $9 vs prior
LTV : CAC β€” Digital
28:1
Healthy
LTV : CAC β€” Physician
123:1
Healthy
Revenue Attribution by Channel
LTV vs CAC by Channel
Payor Mix
Service Mix by Acquisition Channel
Traffic Overview
Total Sessions
1.84M
β–² 14.2%
Unique Visitors
1.21M
β–² 13.1%
New : Returning
68 : 32
stable
Engagement Rate
54.2%
β–² 2.4 pp
Avg Session Duration
2:14
β–² 0:18
Sessions by Traffic Channel
Sessions Trend β€” Mobile vs Desktop
Conversion Actions
Schedule Page Sessions
96,420
β–² 8.2%
"Request a Call" Clicks
14,210
β–² 11.4%
Phone Number Clicks
28,540
β–² 6.7%
Website β†’ Lodus Handoff
14.6%
β–² 0.8 pp
Top Landing Pages by Sessions
Landing PageSessionsEngagementCTA Click %
/ (home)312,54048.2%4.8%
/treatments/ivf/184,21062.1%9.2%
/locations/colorado/98,64058.4%11.4%
/treatments/egg-freezing/86,21064.7%8.6%
/treatments/iui/54,82055.3%6.4%
/locations/houston/52,14057.1%10.8%
/about/our-team/48,72051.8%3.2%
/blog/42,64042.6%1.8%
Service Page Engagement by Treatment
Physician Form Submissions
Patient Portal & Pay-My-Bill Clicks
Top Site Search Queries
egg freezing cost2,140
ivf success rates1,820
insurance coverage1,540
locations near me1,210
fertility consultation980
donor egg820
Paid Media β€” Combined
Total Paid Media Spend
$2.84M
β–² 6.4% YoY
Spend Pacing vs Budget
96.2%
On track
Total Clicks
3.09M
β–² 8.4%
Blended CPL
$226
β–Ό $18
Paid β†’ Lodus Booking
3.8%
β–² 0.4 pp
Spend by Platform & Month
Performance by Platform
PlatformSpendClicksCTRCPCCPLConv %
Meta$1.18M1.42M1.84%$0.83$2543.2%
Google Search$1.66M1.67M8.42%$0.99$2084.4%
Combined$2.84M3.09M3.18%$0.92$2263.8%
Meta
Meta Spend
$1.18M
β–² 7.1%
Meta Impressions
78M
β–² 11.2%
Meta CTR
1.84%
β–² 0.18 pp
Meta CPM
$15.20
β–² $0.80
Meta β€” Spend by Campaign
Meta β€” Prospecting vs Retargeting
Google
Google Spend
$1.66M
β–² 5.8%
Google Impressions
64M
β–² 6.4%
Google CTR
8.42%
β–² 0.42 pp
Google CPC
$0.99
β–² $0.06
Google β€” Branded vs Non-Branded
Google β€” Device Performance Split
Top Converting Google Search Queries (sample)
Search QueryTypeImpressionsClicksCTRCPCConv
ccrm fertilityBranded142,00038,40027.0%$0.621,840
ivf clinic near meNon-Brand88,2009,42010.7%$3.20412
egg freezing coloradoNon-Brand54,8007,64013.9%$2.84318
fertility doctor houstonNon-Brand42,1405,82013.8%$2.94241
ccrm reviewsBranded38,40012,82033.4%$0.58488
donor egg programNon-Brand28,1403,42012.2%$3.42142
πŸ“‹ MOR view β€” matches the working-session outline (slide 4). Channels-as-rows, current vs. target, efficiency, and budget benchmark.
Marketing Efficiency Across Channels
Channel performance vs. target Β· last month (Apr 2026)
Channel Leads / Inquiries Inquiry β†’ Scheduled NPV Scheduled β†’ Attended NPV Efficiency Benchmark
Currentvs Target Currentvs Target Currentvs Target CACMarginROI SpendBudgetTo hit NPV target
Digital 1,180β–² +4% 58.2%β–Ό βˆ’1.8 pp 75.4%β–² +0.9 pp $44262%11.8x $236K$245K$268K
Physician referral 820β–² +7% 82.1%β–² +2.3 pp 84.2%β–² +1.1 pp $15268%28.2x $118K$120K$125K
Patient referral 340β–² +3% 74.0%β–² +0.6 pp 81.4%β–² +0.4 pp $8465%42.1x $24K$24K$26K
Other (insurance + unattr.) 210β–Ό βˆ’2% 68.0%β–Ό βˆ’1.4 pp 77.9%β–² +0.2 pp $9860%34.6x $14K$14K$16K
Total / Blended 2,550β–² +5% 67.4%β–² +0.4 pp 79.1%β–² +0.8 pp $24664%19.0x $392K$403K$435K
Spend Waterfall β€” what's needed to hit NPV target
Andy Sussman "upwards waterfall": current spend β†’ gap to budget β†’ gap to NPV-target spend
Key takeaways
  • Physician referral is the highest-ROI channel (28.2x) and on-budget β€” consider increasing budget allocation.
  • Digital inquiry-to-scheduled rate slipped 1.8 pp vs target β€” investigate call center handoff.
  • $43K additional spend needed across channels to hit the monthly NPV target of 7,200.
  • "Other" lead volume down 2%, mostly insurance referrals β€” flag for benefits team.
πŸ“‹ MOR view β€” matches slide 5. By-channel: service mix, payor mix, LTV, time-to-convert.
Marketing Outcomes Across Channels
Channel outcomes Β· last month
Channel Service mix Payor mix LTV Time to convert
IVFIUIEgg FrzGeneticDonor Self-payCommercialProgyny/Carrot Avg LTVvs Prior Days
Digital 48%18%22%6%6% 42%38%20% $12,400β–² +3.2% 38
Physician referral 62%14%8%10%6% 28%54%18% $18,650β–² +4.8% 48
Patient referral 55%17%15%7%6% 36%48%16% $14,820β–² +2.1% 41
Other 58%15%8%10%9% 30%52%18% $11,200β€” flat 46
Blended 54%16%15%8%7% 35%46%19% $14,820β–² +3.5% 42
LTV by channel
Time to convert (days)
Key takeaways
  • Physician referrals over-index on IVF (62%) and have the highest LTV β€” protect this channel.
  • Digital over-indexes on egg freezing (22%) and self-pay (42%) β€” younger demographic.
  • Time to convert is fastest via digital (38 days) β€” useful for short-horizon NPV pulls.
  • Progyny / Carrot share is consistent ~18-20% across channels β€” Progyny growth could lift LTV.
πŸ“‹ MOR view β€” matches slide 6. Inquiry sources (Lodus, PSC, Web form) with the MOR funnel + efficiency view.
Source Mix and Efficiency
Inquiry source performance Β· last month
Source Leads / Inquiries Inquiry β†’ Scheduled NPV Scheduled β†’ Attended NPV Efficiency
Currentvs Target Currentvs Target Currentvs Target CACMarginROI
Lodus (digital booking) 1,420β–² +6% 62.8%β–Ό βˆ’2.4 pp 76.1%β–² +0.6 pp $41862%12.4x
PSC (call center) 780β–² +4% 71.4%β–² +1.8 pp 81.2%β–² +1.4 pp $18464%22.6x
Web form 350β–² +9% 54.2%β–Ό βˆ’1.1 pp 73.8%β–Ό βˆ’0.4 pp $26261%14.8x
Total 2,550β–² +5% 65.3%β–Ό βˆ’1.0 pp 78.4%β–² +0.8 pp $24664%19.0x
Source share β€” last 12 months
Key takeaways
  • Lodus drop-off flagged: inquiry-to-scheduled rate down 2.4 pp β€” investigate booking-link friction.
  • PSC outperforms across the funnel (71% scheduled, 22.6x ROI) β€” call center quality is the lever.
  • Web form volume up 9% but lowest scheduled rate (54%) β€” lead-quality vs. follow-up speed?
  • Open question (slide 6): break out scheduled β†’ attended by no-show vs. cancellation.
πŸ“‹ MOR view β€” matches slide 7. Meta and Google with the full MOR funnel and benchmark.
Digital Channel Deep Dive β€” Meta and Google
Paid platform performance Β· last month
Platform Leads / Inquiries Inquiry β†’ Scheduled NPV Scheduled β†’ Attended NPV Efficiency Benchmark
Currentvs Target Currentvs Target Currentvs Target CACMarginROI SpendBudgetTo hit NPV target
Meta 510β–² +6% 54.8%β–Ό βˆ’2.1 pp 74.2%β–² +0.5 pp $48660%10.4x $98K$102K$112K
Google Search 670β–² +3% 60.6%β–Ό βˆ’1.4 pp 76.4%β–² +1.2 pp $41264%13.0x $138K$143K$156K
Digital total 1,180β–² +4% 58.2%β–Ό βˆ’1.8 pp 75.4%β–² +0.9 pp $44262%11.8x $236K$245K$268K
Spend efficiency β€” Meta vs Google
Key takeaways
  • Google Search is more efficient (CAC $412 vs $486, ROI 13.0x vs 10.4x) β€” concentrated on bottom-funnel intent.
  • Both platforms slipped vs. inquiryβ†’scheduled targets β€” call center capacity may be the bottleneck.
  • $32K combined additional spend needed to hit digital NPV target.
  • Working-backwards waterfall (slide 7): NPV target β†’ required attended NPVs β†’ required leads β†’ required clicks β†’ required spend.
πŸ“‹ MOR view β€” matches slide 8. LTV-by-channel bar chart with CAC, LTV:CAC, ROI footer.
Lifetime Value (LTV) by Channel
Key question: Which channels generate the highest LTV customers, and are we investing proportionally?
Key takeaways
  • Physician referral generates 50% higher LTV than digital β€” driven by IVF service-mix and commercial payor mix.
  • Patient referral has the best LTV:CAC (176:1) β€” these patients self-select for higher commitment.
  • Digital ROI (11.8x) is healthy but the lowest β€” investment is still proportional given volume.
  • Investment imbalance: digital takes 60% of spend but produces 40% of revenue β€” physician referral is under-invested.
Channel summary
Channel Avg LTV CAC LTV : CAC ROI Share of spend Share of revenue
Digital$12,400$44228 : 111.8x60%40%
Physician referral$18,650$152123 : 128.2x29%46%
Patient referral$14,820$84176 : 142.1x6%10%
Other$11,200$98114 : 134.6x5%4%
Blended$14,820$24660 : 119.0x100%100%