Jane and Google Ads: Reconcile Your Clinic’s Weekly Reports
Jane and Google Ads can both report activity for the same week and still show different totals. One may count an appointment date, another a booking action, and another a click that never became an appointment.
For a Canadian physiotherapy clinic using Jane, the useful next step is a repeatable reconciliation: identify what each report counts, compare the appropriate dates and leave unsupported attribution out. This walkthrough builds on our guide to measuring marketing by booked appointments.
1. Write a report label that includes the date being measured
Use labels such as “First visits attended, 12–18 October” and “First appointments booked, 12–18 October.” Avoid a single column called “new patients” for both.
Jane’s Appointments Report includes appointment dates, booking dates, treatment, location and appointment states. Open Reports → Appointments and check the available date and state filters before exporting. Confirm whether the date range is selecting scheduled visits or when bookings were made; the presence of both dates in a report does not mean every filter works the same way.
Keep one location, a consistent clinic time zone and the same week boundaries. Record the filters alongside the total. If an export is needed, keep it in the clinic’s approved workspace and use only the fields needed for the reconciliation.
2. Separate profile creation from an attended first visit
Jane’s Patient List Created Date filter measures when a profile was created. A person may book far ahead, cancel or never attend. That total should not be relabelled as acquired patients.
Jane’s new-patient reporting guide explains that the dashboard can show arrived first visits for a date range. It also notes that this is a first visit to the clinic, not necessarily the first visit to a particular practitioner. Report access depends on the staff member’s permissions.
Use the Appointments Report’s First Visit option to investigate the underlying appointments, and check their states. Do not assume an appointment named “Initial Assessment” means the person is new to the whole clinic. Returning patients may book a different service or practitioner.
3. Reconcile changes instead of forcing the totals to match
Consider a fictional example: twelve first appointments were booked during a week, while eight first visits were attended that week. Some of the twelve may take place next month; some of the eight may have been booked last month. Eight divided by twelve is not a meaningful attendance rate for that group.
Keep two views: bookings created during the period, and visits scheduled during the period. When assessing attendance, follow the same group of appointments whose scheduled dates have passed and state how reschedules are handled. Keep cancellations and no-shows distinct.
Save a dated aggregate snapshot, then note why it changes at the next review. A rescheduled appointment or corrected arrival status can change a report without representing a new enquiry. Do not count the same patient twice just because their appointment moved.
4. Read the actual conversion names in Google Ads
Beside the Jane totals, list the Google Ads actions you measure: booking-button click, submitted enquiry, phone interaction or completed booking. A click labelled as a conversion remains a click. It does not establish a new patient or an attended visit.
Google’s primary and secondary conversion guide explains that primary actions are used for bidding when their standard goal is selected. Secondary actions normally serve observation in All conversions; a custom goal can still use a secondary action for bidding.
Ask the campaign manager to confirm the actions and goals being used, and whether a booking fires more than one event. Do not change bidding goals solely to make the headline total resemble Jane. If completed booking tracking is unavailable, record that limitation rather than presenting button clicks as confirmed bookings.
5. Keep referral information useful without overstating it
Jane’s Referral Report provides another view of how patients heard about the practice. Its guide notes that a new referral source may not appear until a referred patient’s first appointment is arrived. Its cash and accrual settings also affect which payments or invoices fall in the period. This is not a new-patient-only count: a returning patient can appear in another date range. Record those settings before comparing it with an enquiry list or advertising report.
Use consistent source labels and preserve “unknown.” A patient selecting Google may mean Maps, an organic result or an advertisement. Treat that answer as reported discovery, not proof of a particular campaign. Calculate cost per ad-attributed booking only when the booking attribution supports it.
Finish with a small, repeatable review
Keep three sections in the weekly summary: Jane booking and attendance counts with date definitions; advertising spend and named conversion actions; and unresolved differences. Add a short note about holidays, staffing or limited assessment availability. Choose one issue to investigate rather than changing several campaigns in response to a small weekly fluctuation.
Share aggregate counts for routine marketing reviews. Keep names, emails, diagnoses and appointment details out of analytics events and URLs. Google’s Analytics privacy guidance prohibits sending personally identifiable information; meeting that platform rule does not replace a Canadian healthcare privacy review. Have the clinic’s privacy lead assess any new integration before implementation.
Need help making your reports understandable? Book a conversation with CyberCognizance. For the patient journey before reporting begins, see our local SEO guide for physiotherapy clinics.
Sources checked 20 October 2026. The example is illustrative, not a client result. This guide covers marketing operations, not clinical or legal advice.
