Which channels produced the clients you actually billed?

A private-duty agency holds everything it needs. The lead record carries a referral source and a phone number. The visit data carries a charge rate and a date. What is missing is a report that puts them in the same row — revenue by referral source, over a period, per office.

The standard workaround is exactly what you would expect: export both, open them in a spreadsheet, match on the client, and build the table by hand. It works, it takes an afternoon, and consequently it happens once a quarter if at all, which is not often enough to steer a budget.

That join is the entire job here. Upload the two exports and the table builds itself, every month, with the ad and call data added on top — which is the part no agency management system holds under any circumstances.

A referral from a discharge planner or a case manager converts at a rate that would look like a typo next to a digital enquiry. Ten to twenty web enquiries per started client is normal for paid search; two or three is normal for a professional referral.

Judge both on lead volume and paid search looks productive. Judge both on billed revenue and the comparison becomes answerable. Either conclusion is useful: an agency that discovers its community liaison's time is worth more than its ad budget has learnt something it can act on immediately.

Upload the professional referral list as a source file and it is ranked on the same axis as Google. That is the comparison the business actually turns on.

A ten-hour-a-week companion client and a live-in client are one row each in a client list and an order of magnitude apart in revenue. Cost per client rates them identically.

Because the match is on the client and the revenue is the billed amount, the report ranks channels on what they actually produced. Every later week of care credits the channel that produced the original enquiry, so a channel that brings clients who stay is separated from one that brings clients who do not.

A large share of private-duty agencies are franchisees whose web presence lives on the franchisor's domain. They cannot install a tag, cannot edit the page, and often cannot see the form submissions directly.

They do own the phone number and they do own the client records. Because this method reconciles two exports rather than instrumenting a page, it works for a franchisee exactly as well as for an independent — which is unusual enough in this category to be worth saying plainly.

Home care agencies advertise for clients and for caregivers, often in the same account and sometimes on overlapping keywords. Recruitment spend is real and necessary and produces no billable revenue at all.

Blended into one number, the client-acquisition return is understated by whatever share went to hiring — and in a tight labour market that share can be half the budget. Group recruitment campaigns as their own source, or exclude them, and the client-side figure becomes meaningful.

A published industry benchmark puts blended cost per client acquisition well below what paid search alone typically costs in this segment. Separating the two funnels is usually the first step to understanding why.