KPI and contribution calculator
Enter your own monthly cost, qualified enquiries and conversion rates to work out cost per qualified enquiry, cost per started patient and contribution after marketing for your KPI report.
This calculator turns the counts in your monthly report into the cost and contribution lines. It has no built-in averages: every field is yours to fill, and each result shows the sum behind it. The definitions it follows are set out in the KPI guide.
Calculator
Results
Fill in every field to see results. Enter 0 where something does not apply.
This is arithmetic on the numbers you enter, not a forecast or a promised return. One month of enquiries is a small sample: a handful of extra or missing patients moves every figure.
Filling it in for a KPI report
- Cost fields: ad platform billing and supplier invoices for the month, plus any VAT you cannot reclaim (ask your accountant).
- New-patient enquiries: enter your qualified enquiries from the enquiry log. That way the cost per enquiry result is your cost per qualified enquiry.
- Enquiries that attend a consultation: qualified enquiries that went on to attend, divided by qualified enquiries. If your booking rate is 60% and your attendance rate is 80%, enter 48 (60% x 80%).
- Consultations that start treatment: new patients whose first paid appointment took place, divided by consultations attended.
- Revenue and delivery costs: for the treatment these patients started, from your own accounts and treatment records.
The 60% and 80% above only show how to combine two rates. They are not benchmarks.
Use the same month for every field. If you take cost from October, take enquiries from October too, and follow those same enquiries forward to see how many attended and started, even when that happened in November. Mixing one month's cost with another month's patients makes the cost per started patient look better or worse than it really is. For treatments with a long gap between enquiry and start, run the calculator on three months of totals instead of one.
How each result maps to the KPIs
| Calculator result | KPI in the guide | Note |
|---|---|---|
| Total monthly marketing cost | Total marketing cost | The single cost figure every cost KPI uses |
| Cost per enquiry | Cost per qualified enquiry | Only if you entered qualified enquiries, not all enquiries |
| Consultations attended | Enquiry-to-booking rate x attendance rate | The calculator combines the two into one rate |
| Cost per consultation | Cost per attended consultation | A useful extra line, not one of the eight |
| Patients starting treatment | Plan acceptance rate, carried through to started treatment | Starts, not signed plans |
| Cost per started patient | Cost per started patient | Same definition as the guide |
| Contribution after marketing cost | Contribution after marketing | Same definition as the guide |
| Started patients needed to cover marketing | None directly | The break-even point for the month |
The calculator cannot give you enquiry-to-booking rate, attendance rate or plan acceptance rate on their own, because it takes them as inputs. Report those three from your diary and treatment plan records, as the monthly template sets out.
Reading the results
Contribution after marketing is the line that says whether the month paid for itself; cost per qualified enquiry is the line that warns you early. If the two disagree, the gap sits in the stages between them, and cost per qualified enquiry versus paid treatment shows how to find it. One month is a small sample, so compare three months of totals before acting.