Growth in a veterinary practice starts at the front desk: a phone call, a web request, a referral, or a walk-in becomes a booked first visit, a completed exam, and — if onboarding works — a bonded client who rebooks. Every stage loses some people, and owners spending on Google and social rarely know which channel actually produces clients versus just inquiries. This dashboard turns acquisition into a measured funnel with real channel ROI.
What this report answers
The acquisition-funnel page answers where new clients come from and where they drop: how many bookings were requested, how many converted to a booked first visit, how many of those visits actually happened, and how many led to a second booking — by channel. The channel-ROI page answers the money question: what does each channel cost per acquired client, what first-year value does it produce, and how does the first-visit show rate vary by source.
The metrics that matter
First-visit show rate is the leak most practices ignore — a booked new client who no-shows the first visit is acquisition spend wasted at the finish line. Second-visit rebook rate is the stickiness signal: it predicts whether an acquired client becomes a bonded, recurring one. Cost per acquired client and first-year value together tell you which channels to fund — a channel can look expensive per booking yet pay back handsomely on first-year value, and vice versa.
Why the data is trapped across the systems
The PIMS knows when a new client record was created and what they spent, but it has no idea where the lead came from — channel and marketing spend live in a spreadsheet, the call log, or a separate booking tool. ezyVet, IDEXX Neo, and the Shepherd/Digitail/Vetspire generation capture the booking and the revenue, but tying that back to a channel and a cost requires joining the PIMS export to the marketing source data outside the system.
How to read it
Read the funnel top to bottom first to find the stage that leaks most — many practices discover the drop is at first-visit show, not at booking. Then read cost per acquisition against first-year value by channel: fund the channels with the best ratio, not the cheapest click. Watch second-visit rebook rate as the leading indicator of whether this year's acquisition becomes next year's retention.
The sample on this page uses fully synthetic data — anonymized lead and clinic ids, no real client information.
Metrics it tracks
| Metric | What it means |
|---|---|
| Bookings Requested | Count of new-client booking-request rows in the period — the top of the funnel. |
| New Clients Acquired | New-client requests that converted to a booked first visit. |
| First-Visit Show Rate | First visits completed ÷ first visits booked — a SUM/SUM ratio. |
| Second-Visit Rebook Rate | Second visits booked ÷ first visits completed — a SUM/SUM ratio, the stickiness signal. |
| First-Year Client Value | Sum of first-year revenue generated by new clients. |
| Cost per Acquired Client | Channel marketing spend ÷ acquired clients — a SUM/SUM ratio. |
Used by: Practice owners and front-office leads growing the active client base and measuring marketing channel ROI
Frequently asked questions
Which marketing channels produce the best new veterinary clients?
It varies by market, but the channels that look cheapest per inquiry aren't always the best — referrals and reactivation often convert and retain far better than broad paid clicks. That's why the report tracks cost per acquired client and first-year value by channel, not just lead counts.
What's the difference between a booked client and an acquired one?
A booking request is the top of the funnel; an acquired client is one that converted to a booked first visit, and the value isn't realized until that visit is actually completed and the client rebooks. First-visit show rate and second-visit rebook rate are where acquisition spend is most often quietly wasted.
Can I build this on my own booking and marketing data?
Yes. Export your new-client bookings and revenue from your PIMS and pair them with your channel and spend data, then use this as a template — we model it into a Power BI report. The sample uses synthetic data, so there's no real client information here.
Build this report on your own data
Clone this Vet clinics template — describe it and we’ll generate sample data so you can try it free, or upload your own export. You get a fully modeled, branded Power BI project that opens in Power BI Desktop.
Use this as a template →