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.
Overall performance across the window was flat to slightly positive on headline metrics but masked by a tracking failure that undermines confidence in spend efficiency. Marketing spend stood at £1,728 (+1%), whilst platform conversions reached 172 (+20%). However, a conversion signal stopped during the period, meaning the reported conversion figures are unreliable and spend optimisation has been working blind. Organic search held steady with 892 (+4%) and 23,667 (+1%), whilst overall sessions grew 3,796 (+2%), but this traffic did not translate into booking actions.
Evidence Marketing spend · Marketing spend change · Platform conversions · Platform conversions change · Organic clicks · Organic clicks change · Organic impressions · Organic impressions change · Sessions · Sessions change · Recommendation 1 · Problem · Booking events · Booking events change
The biggest win was cost per acquisition on paid channels, which fell to £10.05 (−16%) despite higher conversion volume. The "Ultrasound - Baby Scans Bradford" campaign is the standout performer at £5.03 cost per conversion with 66 conversions, and breakout queries including "follicle tracking bradford", "reassurance scan bradford" and "ultrasound clinic bradford" suggest emerging demand in specific service niches.
Evidence Cost per conversion · Cost per conversion change · Going well
The biggest problem is that a conversion tracking signal has failed, leaving £1,728 of spend in this period optimised against broken data. Independently of tracking, £387.08 or roughly 22% of spend went to 14 search terms that generated no conversions, and this waste is the quickest to recover. On the organic side, booking events collapsed to 55 (−37%), and ranking fell on "gender scan bradford" with associated click losses.
Evidence Booking events · Booking events change · Recommendation 1 · Problem · Recommendation 2 · Recommendation 7
The biggest opportunity lies in paid budget reallocation once tracking is restored. "Laser Hair Removal - Leads" is converting acceptably but is budget-constrained, and a controlled test becomes viable once the conversion signal is live again. Secondly, 20 commercially relevant queries currently rank between position 4 and 15, with "private baby scan bradford" at position 5.0 representing the largest gap; recovery here would require modest SEO work. Thirdly, the blood test service cluster attracts 1,704 impressions but no page competes for the keyword group, representing uncontested demand.
Evidence Opportunity · Recommendation 1 · Recommendation 3 · Recommendation 6
This week, restore the conversion tracking signal as the first action—optimisation cannot proceed safely until this is fixed and the platform conversions are trustworthy again. Implement negative keywords to eliminate the £387.08 spend leakage on non-converting terms, preserving approximately £309.67 of spend per month for reallocation. Audit and consolidate the two pages competing for "laser hair removal bradford" to improve ranking stability and redirect
Evidence Recommendation 1 · Recommendation 2
Going well
- winPaid CPA fell -16% to £10.05 while conversions held or grew (+20%).
- win"Ultrasound - Baby Scans Bradford" is the strongest paid campaign by CPA at £5.03 (66 conversions).
- winBreakout queries: "follicle tracking bradford", "reassurance scan bradford", "ultrasound clinic bradford".
Problems
- issueA conversion signal stopped while traffic and leads continued — treat platform conversion figures as unreliable until tracking is fixed.
- issue£387.08 (22% of listed spend) went to search terms with no conversions — negative keywords are the quickest saving.
- issueRanking losses on "gender scan bradford".
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 (1704 impressions).
This week
Top open recommendations by impact × confidence ÷ effort.
- TRACKINGA conversion signal has stopped while traffic continues — likely tracking failure£1,728 of spend is being optimised on a broken signal (window spend at risk, not a gain)
- PAID WASTE£387.08 spent on 14 search terms with no conversions≈ £309.67 per 28 days redirected to converting terms (estimate: 80% of the waste)
- CRO/services/blood-tests/ gets 216 sessions but few lead actionsEstimate: ~7 more lead events per 28 days if the page reached half the site average
- CROPaid traffic to /services/laser-hair-removal/ converts far below the campaignEstimate: ~17 conversions per 28 days lost to the weaker page
- TRACKING6 primary conversion actions are steering biddingBidding quality
- MAPSAbsent from Google Maps across 64% of the area for "blood test bradford"Found at 36% of the area; top-3 at 4%
4 budget and bidding actions are blocked until tracking is fixed. See them →
Paid search
Daily spend (highlighted: last 7 days)
£1,728 spend · 1,711 clicks · 172 platform conversions · CPA £10.05 ▼ 15.7%
Organic search
Daily organic clicks (property total)
892 clicks · 23,667 impressions · avg position 11.1 · 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)
339 lead events ▼ 0.6% · 3,796 sessions · lead rate 8.9%
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 | 1,879 | ▲ 1.0% | 1,144 | 163 | 32 |
| Paid search | 913 | ▼ 3.6% | 557 | 121 | 18 |
| Organic social | 511 | ▲ 35.5% | 310 | 21 | 3 |
| Direct | 308 | ▼ 4.9% | 192 | 14 | 2 |
| Paid social | 185 | ▼ 10.6% | 111 | 20 | 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
- upPlatform conversions on 2026-08-19: 10 vs expected 410 on 2026-08-19 vs a weekday-adjusted trailing-28-day median of 3.7 (robust z 5.2), single-day extreme.
- upOrganic clicks on 2026-09-09: 50 vs expected 3050 on 2026-09-09 vs a weekday-adjusted trailing-28-day median of 30 (robust z 5.1), single-day extreme.
- upBooking events on 2026-08-22: 5 vs expected 25 on 2026-08-22 vs a weekday-adjusted trailing-28-day median of 1.8 (robust z 5.2), single-day extreme.