How We Helped a Dental Group Generate €30,000/Month by Tracking 7 Key Ad Metrics On Their Digital Marketing Campaigns

Video content has taken the digital marketing world by storm, becoming the centrepiece of campaigns across industries. However, creating visually stunning videos is only half the battle. The real question is: how do you measure their success? Success in video advertising isn’t just about views or likes. It’s about digging deeper into metrics that directly influence your return on investment (ROI).

Key Video Metrics You Need to Track

Two often-overlooked metrics can determine whether your video ads are captivating enough to turn casual scrollers into paying customers:

1. Hook Rate

   • What it is: The percentage of viewers who watch the first 2–3 seconds of your ad.

   • Why it matters: These first moments are crucial. They determine whether someone stops scrolling and engages with your content or moves on. A low hook rate suggests your visuals, headline, or opening statement need work.

2. Hold Rate

   • What it is: The percentage of viewers who, after watching the first 3 seconds, stick around until the end (ThruPlays).

   • Why it matters: This metric highlights whether your message is resonating with your audience. A low hold rate might mean your content is losing relevance or excitement mid-way.

These two metrics create a feedback loop, allowing you to tweak your creative approach and refine your ads for maximum impact.

Operational Campaign Metrics: The Hidden Key to Success

While video metrics are essential, many businesses fail to track the operational data that directly impacts profitability. Without these numbers, scaling campaigns effectively is nearly impossible.

Here are the Pipeline Stage Costs you should track:

• Cost per Lead: How much does it cost to generate a single lead for each service?

• Cost per Consultation: What’s the cost of getting a lead to book and attend a consultation?

• Cost per TCO (Treatment Coordinator) Booking: If applicable, what’s the cost to secure a booking with your TCO?

• Cost per Payment Plan Created: How much are you spending to convert consultations into actionable treatment plans?

• Cost to Acquire a Customer: The total cost involved in turning a lead into a paying customer.

  
  

If you don’t know these metrics off the top of your head, your marketing budget may be leaking money unnecessarily.

The Power of Data-Driven Campaigns

The difference between a business that thrives and one that struggles is data clarity.

Businesses that consistently grow don’t just run ads—they run data-driven campaigns. By tracking the right metrics, they:

• Identify bottlenecks in their pipeline.

• Adjust ad creatives to improve engagement and conversions.

• Optimise their campaigns for maximum profitability.

For instance, in a recent campaign for a dental group, tracking these metrics allowed us to generate €30,000 per month in additional revenue.

Take Control of Your Metrics Today

If you’re not tracking these metrics, you’re making decisions in the dark - and likely leaving money on the table.

💡 Ready to take control? Book a strategy call with us today!

By using these metrics, you’ll not only regain control over your campaigns but also unlock the potential to scale profitably and consistently.

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