Conversion tracking for urgent care, measured in completed visits

The complaint we hear from urgent care operators: Google Ads shows a healthy count of conversions, the waiting room was full, and nobody can say whether the two are related. Most of those conversions are directions taps and calls asking about the wait, the hours or whether you take a plan, each counted as if it were a patient. Online check-ins look better, but a reserved slot isn't a visit: people check in at more than one clinic and go to whichever is faster, and Solv says it doesn't track engagements for clicks from Google's 'Book now' button. Bidding chases taps and check-ins because they're the cheapest signals available, and the hours that actually fill exam rooms get the same bids as the hours nobody walks in.

The ten-minute check: in Google Ads, open Goals and list every primary action, looking for 'Local actions' or directions. Then compare last week's online check-ins in Clockwise.MD or Solv with arrived visits from the same source, and set the hour-of-day report for calls beside your phone system's missed calls. Finally open your site from a link ending in ?gclid=TEST, check in for a fake visit and see whether the test value appears anywhere afterward. On a Solv-hosted booking page the confirmation lives on Solv's domain, so it usually won't.

Fixed looks like this: an arrived visit as the primary conversion, sent from the clinic side with a location ID and no visit reason, check-ins and calls kept as secondary signals, directions out of the primary goals, and bids set by hour from visit data. Groups with several sites get per-clinic numbers and check-in links so budget follows open exam rooms instead of the busiest clinic. Health is a sensitive category for Google's personalized ads, so remarketing can't make up for weak data. The free audit checks check-in tracking, call handling and what leaves the site.