SLAC Lead Performance
New-customer acquisition → conversion → revenue · Dec 2025 – May 2026 · SL Aesthetic Clinic
⚠️ Read first: Dec 2025 is leads-only (no outcome tracking). Google Organic + WhatsApp were first tracked in May, so the May lead spike is a tracking change, not growth. 72 appointments still Pending. Conversion = a served visit with sign-up ≥ S$100. No ad-cost data — "spend" here = customer revenue.
The funnel
2,181 raw rows → 2,117 leads after collapsing 64 double-logged appointments (same date/time slot + doctor).
Monthly trend leads vs revenue
Bars = leads · line = converted revenue (S$). March was the strongest revenue month; May's lead jump is newly-tracked organic/WhatsApp, not demand growth.
Monthly trend by media source stacked
Stacked by media source per month. * Google Organic & WhatsApp were first tracked in May 2026 — their sudden appearance is a tracking change, not demand growth. Google/Website and FB/IG carry the period; Dec 25 is leads-only (S$3,903 recorded against a single outcome).
Media channels Q4
Google/Website converts 16× better per lead than FB/IG and drives 86% of revenue. Only ~10% of FB/IG leads ever book an appointment. (FB/IG turn-up 69.6% is measured on just 43 resolved bookings — the leak is lead→booking, not no-show.)
Paid vs Organic bonus
⚠️ No pre-May organic trend exists — organic (Google Organic = 100% May) was only tracked from May. The May jump is measurement switching on, not growth. May is the only month with both tracked.
Google/Website (86% of revenue) is counted as paid — the sheet tracks Google Organic separately. If much of Google/Website is actually organic/direct, this split shifts materially.
Doctor leaderboard Q7
Directional only — doctors don't control lead quality or case mix.
Treatment leaderboard campaigns grouped by treatment
103 raw campaign labels collapsed into treatment categories (e.g. "Pico Laser $88", "iMall Pico Laser $88", "Pico Laser $88 (CN)" → Pico Laser). Appt rate = rows with Appt Date filled ÷ leads. Conv rate = converted ÷ served. Doctor, outlet, and month filters are multi-select checkboxes; selections within a filter are OR, filters together are AND. Default sort = converted revenue · click any header to re-sort. Others / Unspecified = leads staff left as "Others/placeholder" (mostly high-intent Google enquiries) — real revenue, not attributable to a treatment.
Under-performing campaigns Q1 · Q2 · Q3
Patterns worth acting on Q8
Vance's input
The brief & the 8 questions answered — click to expand
The prompt
There is a .xlsx file with all the leads we gathered from Dec 2025 to May 2026. This only captures our new customers from various sources and do not include existing customers/patients. The report is primarily to assess our marketing efforts in customer acquisition and on-ground conversion and revenue generation.
I want to find out:
• Which campaigns have leads but no appointments booked
• Which campaigns have leads but turn-up rate is exceptionally low
• Which campaigns have leads, turned up, but didn't convert (amount spend <$100)
• Which media channels have the highest leads, turn-up rates, conversion rates, and spending
• Which outlets have the turn-up rates, conversion rates, and spending
• Top preferred outlets
• A leaderboard of doctors' conversion rates and revenue generated
• And any other interesting patterns that you may find from the data
I removed customer data (ie. name, phone, email) so this is just business data to be analysed.
Follow-ups: split paid vs organic trends; and add this input section + run metadata to the dashboard.
Headline questions & answers
- Which campaigns have leads but no appointments booked?Jaw Slimming — 23 leads, 0 appointments. (Plus 24 tiny campaigns, 33 leads total.)
- Which campaigns have leads but exceptionally low turn-up?The cheap trial offers: Pico Laser $88 (CN) 0%, C&B 61%, Acne Laser 64% — vs 81% company average.
- Which campaigns turned up but didn't convert (spend <$100)?Same trial offers: C&B 55%, Pico 60%, Acne Laser 62% of those who showed converted — vs 82% average. FUE (59%) is a high-value hard-close.
- Which media channels lead on volume, turn-up, conversion, spend?Google/Website wins everything that matters — 891 leads, 52% conv/lead, 86% of all revenue. FB/IG has the most wasted volume (only ~10% ever book).
- Which outlets on turn-up, conversion, spend?Wheelock Place is the flagship (92% close, S$263K). Best turn-up: Sengkang Grand Mall (88%). Lowest turn-up but highest tickets: Plaza Singapura & Jurong Point.
- Top preferred outlets?Wheelock Place → Tampines 1 → Plaza Singapura → Junction 8 → Westgate. (538 leads had no outlet assigned.)
- Doctor leaderboard — conversion & revenue?Dr Kailun tops revenue (S$192K). Dr Chua & Dr Wong convert 100% of everyone they see (Dr Wong at the highest S$3,985 avg ticket).
- Other interesting patterns?71% of revenue comes from big-ticket deals (≥S$3,000); 25% of leads have no assigned outlet & die; the May lead "spike" is a tracking change, not growth; once tracked, organic out-leads paid at ~zero cost.