Assessment
Deterministic summary from the figures on this page. The AI-written version is used only when it passes validation against these figures.
Over the last 14 days: paid spend £821.68 (−9%); 173 (+4%) lead events; 469 (+11%) organic clicks. Tracking verdict: likely tracking failure.
Evidence Marketing spend · Leads (site events) · Organic clicks · Tracking verdict
Highest-ranked actions: 1) A conversion signal has stopped while traffic continues — likely tracking failure; 2) £144.06 spent on 10 search terms with no conversions; 3) 6 primary conversion actions are steering bidding.
Evidence Recommendation 1 · Recommendation 2 · Recommendation 3
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.