Assessment
Written by the AI layer from the figures on this page. Every number is inserted by the application, not the model, and each paragraph lists the evidence it rests on.
Performance this period has been mixed. Marketing spend was £821.68 (−9%), and organic traffic moved in the right direction: organic clicks reached 469 (+11%) and sessions grew to 1,989 (+10%). However, platform conversions fell sharply to 78 (−17%), and cost per acquisition rose to £10.53 (+9%). Critically, booking events collapsed to 13 (−69%), which is the metric that matters most. The tracking health score of 69/100 suggests a conversion signal has stopped reporting while traffic continued, making the paid figures unreliable for decision-making.
Evidence Marketing spend · Marketing spend change · Organic clicks · Organic clicks change · Sessions · Sessions change · Platform conversions · Platform conversions change · Cost per conversion · Cost per conversion change · Booking events · Booking events change · Tracking health · Problem · Recommendation 1
The biggest win is the "Ultrasound - Baby Scans Bradford" campaign, which is delivering conversions at £6.04 each across 26 conversions, well below the average cost per acquisition of £10.53. Organic search is also strengthening, with clicks up +11% and breakout queries appearing around early pregnancy scans and iron infusions in Bradford. Maps performance has improved noticeably, with top-3 coverage reaching 29.3% (+22%) and the overall score climbing to 44/100 (+16%).
Evidence Cost per conversion · Organic clicks change · Maps top-3 coverage · Maps top-3 coverage change · Maps score · Maps score change · Going well
The biggest problem is a tracking failure that has broken conversion reporting while traffic and leads continue to flow. This means paid spend of £821.68 is being optimised on a broken signal, and the platform conversion figures cannot be trusted. Separately, £144.06 (£144.06 of listed spend) went to search terms with no conversions—this is the quickest saving available. The blood tests service page is also underperforming, pulling in 1,989 sessions but converting at only 4.3%.
Evidence Marketing spend · Paid waste · Sessions · Problem · Recommendation 1 · Recommendation 2
The biggest opportunity lies in two areas once tracking is restored. "Laser Hair Removal - Leads" is converting acceptably but is constrained by budget; a controlled budget test will become viable as soon as the tracking signal is fixed. In organic search, 20 commercially relevant queries rank between positions 4 and 15, with "private baby scan bradford" at position 5.0 as the largest. Most significantly, no page currently competes for the blood test cluster, which attracted 848 impressions in the period—this gap represents uncontested demand.
Evidence Opportunity
This week, fix the conversion tracking signal first; this is low effort and unlocks reliable optimisation across paid campaigns. Second, apply negative keywords to remove the £144.06 waste, redirecting approximately £115.25 per fortnight to converting terms. Third, check what caused the spend drop on 2026-08-30. Fourth
Evidence Paid waste
Going well
- win"Ultrasound - Baby Scans Bradford" is the strongest paid campaign by CPA at £6.04 (26 conversions).
- winOrganic clicks are up +11% period over period.
- winBreakout queries: "early pregnancy scan bradford", "iron infusion bradford".
Problems
- issueA conversion signal stopped while traffic and leads continued — treat platform conversion figures as unreliable until tracking is fixed.
- issue£144.06 (18% of listed spend) went to search terms with no conversions — negative keywords are the quickest saving.
- issue/services/blood-tests/ gets 117 sessions but converts at 4.3%.
Opportunities
- next"Laser Hair Removal - Leads" is limited by budget while converting acceptably — a budget test becomes available once tracking is fixed.
- next20 commercially relevant queries rank 4–15 — the largest is "private baby scan bradford" at position 5.0.
- nextNo page competes for the "blood test" cluster (848 impressions).
This week
Top open recommendations by impact × confidence ÷ effort.
- TRACKINGA conversion signal has stopped while traffic continues — likely tracking failure£821.68 of spend is being optimised on a broken signal (window spend at risk, not a gain)
- PAID WASTE£144.06 spent on 10 search terms with no conversions≈ £115.25 per 14 days redirected to converting terms (estimate: 80% of the waste)
- TRACKING6 primary conversion actions are steering biddingBidding quality
- ANOMALYmarketing spend dropped on 2026-08-30Investigate
- MAPSAbsent from Google Maps across 64% of the area for "blood test bradford"Found at 36% of the area; top-3 at 4%
- SEO CONTENTTwo pages compete for "laser hair removal bradford"Ranking stability
4 budget and bidding actions are blocked until tracking is fixed. See them →
Paid search
Daily spend (highlighted: last 7 days)
£821.68 spend · 820 clicks · 78 platform conversions · CPA £10.53 ▲ 9.3%
Organic search
Daily organic clicks (property total)
469 clicks · 11,976 impressions · avg position 11.0 · 20 striking-distance queries
Google Maps
Top-3 coverage across the geo-grid, latest scan
29.3% top-3 · 78.7% found · avg rank 9.01 · score 44 ▲ 5.3 pts · open
Leads
Daily lead events on the site (form, WhatsApp, call clicks)
173 lead events ▲ 4.2% · 1,989 sessions · lead rate 8.7%
Where visitors come from
Sessions by channel with lead and booking events attributed to the session source.
| Channel | Sessions | vs prev | New users | Leads | Bookings |
|---|---|---|---|---|---|
| Organic search | 971 | ▲ 6.9% | 587 | 85 | 10 |
| Paid search | 488 | ▲ 14.8% | 301 | 59 | 2 |
| Organic social | 281 | ▲ 22.2% | 172 | 13 | 0 |
| Direct | 156 | ▲ 2.6% | 97 | 5 | 1 |
| Paid social | 93 | ▲ 1.1% | 55 | 11 | 0 |
Commercial picture
These answer 'how much are we making' and 'can we handle more demand'. They need the booking system; nothing is invented meanwhile.
Anomalies
- downMarketing spend on 2026-08-30: £32.13 vs expected £48.3732 on 2026-08-30 vs a weekday-adjusted trailing-28-day median of 48 (robust z -7.2), single-day extreme.