Dentists tend to be analytical by nature, so it’s completely reasonable to approach marketing the same way. You want to know which ad brought in this patient, which campaign paid for itself, which dollar led to which appointment. Unfortunately, marketing rarely works this way and holding to that expectation also leads to frustration.
Tracking dental marketing results isn’t impossible, but tracking specific returns in dollars, appointments, and new patients back to a specific, single source really is, especially in our current privacy-driven environment. If you expect your marketing to function like a controlled experiment instead of a real-world decision process, you will be disappointed. Even outside of dentistry, patients don’t make choices based on a single moment or a single message, and attribution models that assume otherwise tend to create more confusion than clarity.
Repeated Exposure Drives Decision-Making
Very few new patients see one ad, visit a website once, and immediately schedule. Most patients become comfortable with a practice only after seeing it show up repeatedly in different places over time.
That exposure often includes:
- Repeated appearances in Google search results or Maps
- Reading reviews across multiple visits
- Visiting the website more than once
- Hearing the practice mentioned by a friend or family member
- Checking out the office on social media platforms
Marketers often refer to this pattern as the Rule of 20. People usually need many impressions before they feel confident taking action. We’ve explored how this applies specifically to dentistry in more detail in our article on building a dental marketing brand.
Each of these moments contributes to trust and familiarity, even though none of them can honestly claim full credit for the final appointment. Trying to assign the outcome to a single source oversimplifies how patients actually make decisions. If you try a thought experiment where you take a link out of this chain of events to decide whether or not the patient still would have booked, it doesn’t take long before you realize, there’s no way to know for sure.
Measuring Marketing With Patterns
A more productive question than “Which ad brought in this patient?” is “Are we seeing consistent growth while our marketing is running?” Marketing veteran, Rand Fishkin, calls this lift-based testing.
When you look at marketing this way, the focus shifts to patterns that matter:
- Changes in new patient volume over time
- Trends in calls, form submissions, and visibility
- Momentum before, during, and after campaigns
This is the philosophy behind ProView Analytics, which is designed to combine multiple signals into a clearer picture of performance instead of forcing a single source of truth.
Calculating Your Marketing ROI
Marketing functions as a complex system rather than an on/off switch. When several efforts are working together, results show up gradually and collectively, not in binary, on/off, true/false results. Because of the interconnected nature of marketing as part of your business, you need to measure marketing results holistically.
That’s why we created the Dental Marketing ROI Calculator. The ROI calculator is intentionally simple and private. It does not require any identifying information or contact details, and it does not save or store your results. It exists solely as an online tool to help dentists sanity-check their numbers and expectations and see whether their marketing spend aligns with overall patient growth.
If you start managing your marketing by looking for consistent correlation between changes in marketing and changes in your business’s growth, marketing conversations tend to be calmer, clearer, and far more effective.
