Prepared for Dr. Namgu Kim
One Smile Orthodontics
A working session on the 43 leads, the unknowns underneath them, and what real measurement would reveal.
Why this is the right question. 43 leads is a top-of-funnel number. It tells us your ads are doing their job at the click and the form fill. But it tells us nothing about what happens after the lead becomes a person — whether they answer the phone, whether they show up, whether they say yes. That's where the actual revenue lives, and it's where every recommendation has to start.
What we're trying to do in the next 30 minutes. Walk the funnel together. Surface the numbers you have. Be honest about the numbers you don't. Then design what would change if those unknowns became knowns.
The right side of this ledger is the entire question. Every dollar you spend on Meta until those gray cells turn into white cells is a dollar spent against an unknown denominator.
Patient sees an ad, clicks through to the landing page or initiates a call.
The click becomes a real human contact: a phone call to the office or a form submission.
Front desk reaches the lead, qualifies them, and books a consult on the calendar.
Patient actually arrives for the consult. Many booked consults never show.
The doctor evaluates and presents a treatment plan with a price.
Patient says yes, signs the contract, becomes paid revenue.
If the leak is between Stage 2 and Stage 3, the problem is front-desk responsiveness or lead quality. If it's between Stage 3 and Stage 4, it's appointment-reminder discipline or scheduling friction. If it's between Stage 5 and Stage 6, it's pricing, financing, or close. Each leak is a completely different fix. Without visibility, the fix is a guess.
The patient remembers the last touchpoint — usually a Google search — and forgets the first one. The Reel they saw three weeks ago that put One Smile in their head is invisible. Last-touch buries first-touch.
Example: Patient says "Google." The actual decision started 21 days earlier when they paused on a Reel and made a mental note.
The patient credits a friend's recommendation — but the friend recommended One Smile after the patient was already primed by the ad. The ad created the receptivity. The friend gets the credit.
Example: "My sister told me about you" — six weeks after the patient screenshot a Reel and showed it to her sister.
"A friend told me" sounds more flattering than "I clicked an Instagram ad." Patients unconsciously upgrade their answer to whatever feels socially better for the practice. The data drifts toward warmth and away from accuracy.
Example: A 38-year-old paying $5,000 for braces would rather feel chosen by a community than targeted by an algorithm.
The biggest one. Front-desk attribution can only count the patients who walked through the door. Every lead who clicked, called, didn't book, didn't show, or walked away from a quote is completely invisible. And that's where most of the leak lives.
Example: 43 leads in. If 8 became patients, the front desk knows about those 8. The story of the other 35 — where they fell out, why, what could have caught them — is the conversation that's never happened.
None of this replaces your front desk. None of it replaces the clinical work, the consult, the chair-side conversion. It tells you which part of your business is actually broken before you spend another month doubling down on the part that isn't.
Right now, every Meta ad dollar is being measured against a number nobody can see. Real attribution makes that number visible. Once it's visible, the next 30 days of decisions are made on facts instead of feel. That's the entire shift.