Last data pull: Sun 16 Aug 2026 · Google Ads data updated daily 1am via script
Website traffic: July 2026 delivered 5,368 total sessions, a –36% decline versus June's 8,363. This is the largest single-month drop recorded and warrants investigation — June was an outlier peak (possibly driven by a campaign burst or one-off traffic event), and July's figure of 5,368 is still +27% above May's 4,225. The 28-day window currently shows 4,514 sessions across all channels, led by Cross-network (2,119) and Display (929). August has recorded just 46 sessions and 42 new users in the first two days, consistent with an early-month partial figure. The daily run-rate in July was approximately 173 sessions/day versus June's 279 sessions/day — a significant deceleration to monitor as August campaigns ramp.
New patients (Physiotherapy): Physiotherapy new patients grew strongly through Q2 and into July: May 44 → June 58 (+32%) → July 67 (+16%). This is the highest monthly total recorded in the dataset and represents a consistent upward trend across three consecutive months. The month-on-month acceleration is slowing (+32% in June, +16% in July) but the absolute direction remains positive. August has recorded 7 new physiotherapy patients in the first partial week, which is a reasonable early-month figure. The July figure of 67 surpasses any prior month and should be the new baseline target for August.
Follow-up volumes (all services): Follow-up appointments are growing across every active service. Physiotherapy follow-ups rose from 171 (May) → 203 (Jun, +19%) → 238 (Jul, +17%), indicating strong patient retention and a growing active caseload. Massage follow-ups grew from 83 (May) → 89 (Jun, +7%) → 104 (Jul, +17%), suggesting the service is attracting repeat attendance despite zero new patient marketing. Ultrasound follow-ups increased sharply: 3 (May) → 7 (Jun, +133%) → 11 (Jul, +57%), consistent with growing scan referrals from the physiotherapy caseload. MSK Injections follow-ups were stable at 5 (May) → 5 (Jun) → 4 (Jul), with a small dip. Osteopathy follow-ups grew modestly: 2 (May) → 3 (Jun) → 3 (Jul).
Meta (Facebook & Instagram): Three campaign months of data are now available. The Physio | Original Campaign spent £994 in May (27 leads, CPL £36.83) and £314 in June (11 leads, CPL £28.55) — a meaningful CPL improvement of –22% month-on-month, though on a reduced budget. The PHYSIOTHERAPY campaign ran in July with £691 spend, 1,082 clicks and 24 registered leads (CPL £28.81). CPM has shifted: May £8.58 → June £8.47 → July £16.10 on the PHYSIOTHERAPY campaign, indicating a more expensive audience or placement mix in July. Link CPC improved: May £0.51 → June £0.43 → July £0.95 on PHYSIOTHERAPY (higher-quality placements tend to cost more per click). Overall Meta efficiency appears to be holding with CPL around £28–£29 across both June and July, which is a stabilisation after May's peak of £36.83.
Channel quality (last 28 days): Referral remains the highest-quality channel with only 9.3% bounce rate across 248 sessions and 152 new users — far below any paid channel. Organic Search (22 sessions, 36.4% bounce) continues to show strong intent. Paid Search has improved materially: 589 sessions at 37.4% bounce, which is notably low for a paid channel and suggests good keyword-to-landing-page alignment. Cross-network (712 sessions, 81.5% bounce) and Display (258 sessions, 74.0% bounce) remain high-volume, high-bounce channels consistent with cold-audience Demand Gen behaviour. Organic Social (3 sessions, 33.3% bounce) is negligible in volume this window.
Osteopathy: New patient intake has declined: May 2 → June 1 → July 0, with 1 new patient in August to date. This is consistent with a service winding down. Follow-up volume is stable at 2–3/month, suggesting existing patients are continuing treatment but very few new referrals are arriving. No action recommended unless a reversal of the wind-down decision is made.
Outlook for August: The priority for August is converting July's physiotherapy new-patient momentum (67 new patients) into a sustained 70+ monthly run-rate. With Google Ads Sheet access still unresolved, per-campaign spend and CPA data remain unavailable — restoring this integration is the single most important operational action this week. Meta CPL has stabilised at approximately £28–£29; if the PHYSIOTHERAPY campaign continues to outperform, it should receive the majority of the Meta budget. The Referral channel's exceptional engagement (9.3% bounce, 248 sessions) is worth active investigation — identifying the source(s) could unlock a scalable, zero-cost acquisition channel.
Target: 5 new patients/week · Appointment value: £50/session
| Channel | Sessions | New Users | Bounce Rate | |
|---|---|---|---|---|
| Cross-network (Demand Gen) | 712 | 609 | 81% | |
| Paid Search | 589 | 463 | 37% | |
| Direct | 522 | 372 | 48% | |
| Display | 258 | 187 | 74% | |
| Referral | 248 | 152 | 9% | |
| Unassigned | 43 | 32 | 93% | |
| Organic Search ★ best quality | 22 | 13 | 36% | |
| Organic Social | 3 | 3 | 33% |
Root cause: the integration was calling a REST endpoint (/appointments/getAll) that doesn't exist on Nookal's v3 API — it's GraphQL-only. Fixed 6 Jul 2026 to call the real GraphQL endpoint with a service classifier built from actual Nookal appointment data. Figures in this report are now live.
Google Ads data unavailable this pull: "Share sheet with ga4-reader@central-kit-497116-k6.iam.gserviceaccount.com". Action: grant the service account read access to the Google Ads reporting sheet. All campaign spend, CPC and conversion figures below are stale from prior reporting until resolved.
The PHYSIOTHERAPY campaign CPM rose to £16.10 in July versus £8.47 (Physio | Original, June) and £8.58 (Physio | Original, May). CPL has stabilised at £28.81 (Jul) vs £28.55 (Jun) — broadly flat — but higher CPM means the campaign is working harder to convert. 728 link clicks from 42,913 impressions (1.7% CTR) is acceptable. If CPM continues rising in August without a corresponding improvement in leads, audience refresh or creative rotation should be actioned.
July delivered 5,368 sessions versus June's 8,363 (–36%). This is a significant decline. June may have been inflated by a campaign burst or one-off event. July's figure is still +27% above May's 4,225, so the long-term trend remains positive. Cross-network sessions in the last 28-day window are 712 — lower than June's implied daily run-rate. Confirm whether any campaigns were paused or budgets reduced in July.
Service has been live for over two weeks. No new patients recorded under Shockwave in Nookal. Either the appointment type name does not match the classifier, no bookings have been made, or bookings are being categorised under a different service. Confirm Nookal appointment type name for Shockwave and check booking confirmation emails for any completed appointments since 16 Jul.
248 referral sessions in the last 28 days with only 9% bounce rate — the lowest of any channel. 152 of these are new users. This suggests a high-quality inbound referral source (possibly directory listings, NHS partners or clinic network). Identifying and nurturing this source could be a cost-effective growth lever vs. paid channels at £28–£37 CPL.
Service has been running since June 2026. 0 bookings recorded across May, June and July. Either no patients have booked, or the appointment type name needs confirming in Nookal. Check "CBT and Psychosocial Therapy" is the active type. Google Ads Talking Therapy campaign has been live since 23 Jun — conversion data should now be available if any bookings have occurred.
All six services (therapy, shockwave, scan, injection, physio, massage) now fire to /thank-you/?service= with per-service Google Ads conversion tags via GTM. Historical 0-conversion data in Demand Gen and Ultrasound campaigns reflects a tracking gap, not a performance issue. Clean data from 2 Jul onward.