Growth reports: lifetime value, retention and cost per patient

Where to find them

Reports in the menu, under Growth. Choose the dates (the last twelve months to start with) and, if you have more than one site, a site, then press Show. Every figure is about the new patients who first came in during those dates: a patient "joins" on their first completed visit, and with a site chosen, it's where that first visit was. Each table has a CSV link to take it into a spreadsheet; the files hold totals only, never patients' names.

Patient lifetime value

The average each new patient has paid you so far, after refunds: appointments, products, treatment packages and membership Direct Debits. Visits brought across from your old system count at their price, since their payments weren't brought across. It's split by the first service they had, where they first found you and the year they joined, and shows how much came from memberships and what members are worth against everyone else. Patients who joined recently have had less time to spend, so compare years with each other rather than with this year.

Patients who come back

The share of new patients who had another completed visit, on a later day, within 3, 6 and 12 months of their first. A patient only counts once their whole window has passed, so last month's new patients don't drag the 12-month figure down. Retention by month joined shows the same for each month's new patients; a dash means it's too soon to tell.

Cost per new patient

Enter what you spend on marketing each month in Settings → Marketing spend: the month, the channel (Google Ads, Facebook and Instagram ads, and so on) and the amount. Reports divide each channel's spend in the months you've chosen by the new patients who first found you through it, using the ad or site that first brought them to your website. LTV to CAC compares their average lifetime value with that cost: 3× or more is usually healthy, and under 1× means they haven't yet paid back what it cost to find them. Spend is for the whole clinic, so this figure ignores the site filter. Patients who booked by phone or walked in, or who were brought across from your old system, show as direct or unknown.

Member churn

Members who left each month, as a share of everyone who was a member at some point in that month. Renewing, or moving to another plan within a month, isn't leaving.

Session packs

Treatment packages sold in those dates (counted on the day they were paid for) and sessions used: attended, or lost to a no-show or late cancellation. These are for all patients, not only new ones.