Initial walkthrough: Never joined up

The three never talked to each other.

Each source answered its own question, and none answered the owner's. Analytics counted visits to the practice's own website, and nothing that happened after them. Every appointment sat in the booking system, which held no record of how those patients had found the practice. And when the phone rang, nobody wrote down how that caller had found it either. Nobody had joined the three up, so nobody could say what the ad money had bought.