Started cases, not consults
Rank channels by treatment actually started and its contract value.
For Orthodontists
Which ads started cases?
Match started treatment plans and their contract value to the consultations and ads that produced them.
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The blind spot
What's actually happening
Free consultations are cheap to fill and most do not start. A started case is worth five thousand dollars over two years, and consultation counts cannot tell you which channel produces them.
Decisions take a season
A consultation in spring that starts in autumn still traces to the ad behind it.
Contract value, not first payment
Rank on the full plan value rather than the deposit, which is the figure that matters.
The number you can take into a budget meeting
Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.
Q3 2026
Total revenue $420,000
Attributed to a channel $285,600 68% of revenue
Average deal $3,600
Match rate 76%
| Channel | Sales | Revenue | Share |
|---|---|---|---|
| Meta Ads | 41 | $142,800 | |
| Google Ads | 29 | $109,200 | |
| Email marketing | 11 | $33,600 | |
| Direct / Unknown | 38 | $134,400 |
The free consultation is the product's biggest cost
Orthodontics runs on free consultations, which means marketing is optimised for something the practice gives away. Conversion from consultation to started case varies enormously between channels, and nothing in a cost-per-lead report reveals it.
Ranking by started case value shows which channel produces families who proceed. It routinely turns out that the cheapest consultation source converts worst, and that a more expensive channel is the profitable one.
Aligner competition changed the funnel, not the maths
Direct-to-consumer aligner brands trained patients to shop and compare before booking, which lengthened the decision and increased the number of consultations that go nowhere.
That makes attributing on started cases more important, not less. The consultation count went up; the thing worth measuring did not change.
What changes when you can prove it
You stop defending the budget and start growing it
"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.
You can cut the wrong channel without a fight
Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.
Your reporting survives the finance review
Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.
You answer in an afternoon, not a quarter
Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.
What orthodontists usually push back on
Most consultations do not start treatment.
Which is why the report ranks on started cases. Unconverted consultations appear as unmatched leads and cost nothing against your record allowance.
Should we count the contract or the deposit?
The contract value, and consistently. A deposit tells you almost nothing about which channel produces valuable cases.
Our practice-management export is awkward.
Any layout works. A contact detail, an amount and a date is all the match needs.
Pricing
Flat monthly pricing with no per-call, per-minute or per-form fees. The number here is the number on the invoice. Most orthodontists land on Growth.
Starter
A single business getting started
$49/mo
billed monthly
- 1 workspace · 1 seat
- 500 sales records / month
- 6-month saved history
- Phone + email matching with confidence tiers
- Assisted column mapping
- Your logo on every report
- CSV export
Growth
Most popularA business scaling ad spend
$199/mo
billed monthly
- 1 workspace · 2 seats
- 5,000 sales records / month
- 13-month history (year over year)
- Campaign drill-down and period comparison
- PDF + shareable read-only report
- Your logo on every report
- Priority support
Enterprise
One business closing at volume
$499/mo
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Your logo on every report
- Roles, permissions and guided onboarding
Agency
Reporting on many clients at once
$799/mo
billed monthly
- 10 client workspaces (+$25/mo each)
- 10 seats
- 10,000 sales records / month per workspace
- 24-month history
- White-label reports — our mark removed entirely
- Roles, permissions and guided onboarding
Questions orthodontists ask
Started cases: a patient or parent phone number or email, the contract value, and the start date.
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