Making sure you're using the right metrics

Are you advertising your veterinary business on Facebook?

One big mistake that clinics can make is running a paid promotion without starting with a specific, measurable goal. Unless you have a virtually unlimited advertising budget (doubtful!), you should try and avoid fluffy goals like 'brand awareness' or vanity metrics such as Facebook likes, as these are not true measures of ROI! Instead, your primary measurement should be new client conversions.

Ideally, your Facebook ad should make people immediately download a voucher and book an appointment. Make sure you have a way of accurately recording on your clinic PMS those people who have booked an appointment after seeing your advert on Facebook. You can do this either by running a facebook-only promotion, or by making your facebook advert into a voucher. That way you'll be able to check how effective your promotion was and more accurately calculate your ROI.