Rowan Center for Behavioral Medicine
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Conversion Attribution

How to read this dashboard
What we count as a conversion

An inquiry into Rowan. Three paths:

  • Phone call. CallRail-tracked, every page.
  • Calendly booking. The floating "Book a Free Consultation" badge that appears on every page.
  • Contact form. Submission on /contact/.
What "attribution" means

Which page the visitor was on when they reached out, and which channel originally sent them. Split into first touch (how they first found Rowan) and last touch (the channel that closed them).

What each section shows
Top Converting Pages. Which page the visitor was on when they reached out.
Source of Conversions. Channel mix (organic, paid, referral, direct), split by first touch and last touch.
Call Detail. Every phone call with source, landing page, and DNI tracking number.
Calendly Funnel Health. Of visitors who open the booking widget, how many actually book.
Retention Cohort. Of the inquiries Sarah marks "became patient," which channels are delivering actual patients (not just calls).
Month-over-Month. Inquiry volume by channel over time.
How to use it. Twice a month, mark "became patient" Y/N in the pilot sheet for any inquiries that converted into a patient. The Retention Cohort section updates automatically. Everything else is auto-pulled and refreshes daily.
Total Conversions
...
vs. prior period
Calendly Bookings
...
badge widget
Phone Calls
...
CallRail tracked
Form Submits
...
Formidable Forms

Top Converting Pages

Which page was the visitor on when they reached out

Section 1 of 6

Source of Conversions

First-touch vs last-touch attribution per channel

Section 2 of 6
First Touch
Last Touch

Call Detail

Phone inquiries with source, landing page, and tracking number

Section 3 of 6
Date Source Landing Page Number Duration
No call data yet. Collector runs every 24h once Phase 3 ships.

Calendly Funnel Health

Popup view to time selected to booked. Where do visitors drop off?

Section 4 of 6
Popup Opened
...
Day Selected
...
Time Selected
...
Booked
...

Retention Cohort

Inquiries that became patients, by source channel and arrival month

Section 5 of 6
Cohort chart fills as Sarah marks "became patient" Y/N in the pilot sheet (manual columns G, H, I). Initial bake-out window: 30 days post Phase 3 launch.

Month-over-Month Trend

Conversion volume by channel, 12-month rolling

Section 6 of 6