Marketing panel & ROI

The Marketing panel brings together on one screen everything the person running your advertising needs: how many contacts came in, how many minutes it took to answer them, how many ended up paying and what each Facebook and Instagram campaign returned.

It's the main screen for the Marketing role, and the Admin and anyone with the checkbox can also see it. Requires a plan that includes Meta Ads.

Two blocks that measure different things

This screen has the period at the top (with the 7, 14, 30 or 90 day selector; it opens on 30) and Meta's history at the bottom. They don't match each other, and that's on purpose:

• Top: the contacts that came in during the period and everything those patients have paid, even if they pay months later.
• Bottom: every patient who has ever come in through Meta, with spend and return per campaign.

An implant is paid for weeks after the ad that brought it in; that's why income isn't trimmed to the spending period.

What's most worth looking at

• ⚡ Act on this today — actionable warnings: a campaign with lots of contacts and zero appointments, or too many people left unanswered.
• Answered in under 5 minutes and the median first response. If this looks bad, the problem isn't the ad.
• 🫙 Funnel for the period — leads → talked → booked → attended → paid.
• 📣 By ad / campaign — which ad brings in people who actually book.
• ROI by Meta campaign (bottom block) — spend, patients, income, ROAS and cost per patient.

Connect Meta and record your spend

In the bottom block, Connect with Facebook links your ad account and spend syncs on its own once a day. If you'd rather enter it by hand, use Ad spend: type the same campaign name you use in Meta, or the numbers won't line up.

Spend entered by hand is recorded by month, not by day, so it can't be trimmed to 7 or 14 days.

Two things that only half work today

The ROAS and Cost per patient on the cards at the top always show "—", even if you've entered your spend. The indicator that does calculate return is the ROI by Meta campaign table in the bottom block. This is already reported for a fix.

When you save or delete an ad spend entry, the screen jumps to Finance on its own. The spend was saved: go back in through Marketing → Panel / ROI.

A note on Meta's numbers

The Leads column in Meta's tables is WhatsApp conversations according to Meta, not patients in your CRM: there's no reason for it to match the leads in the top block. And per-ad attribution was fixed at the end of August 2026: contacts from before then may show up as Organic / direct.