Initial walkthrough: The year looked fine

The one screen the practice watched showed a healthy year.

Analytics was the one screen the practice actually watched. Visits climbed every month to 8,900 in April, and its count of bookings ended the year higher than it started, at 196. The practice's total takings climbed too, from £44,000 a month to £58,200, though that number sat in the booking system, not on the screen. Two things did look odd. More visitors arrived every month and the bookings did not keep pace, and each booking the ads claimed was costing a little more than the last. Each had an ordinary explanation on its own, so nobody looked further.