Revenue Intelligence
Attribution that tells you what it does not know.
Every figure in C3 carries the grade of evidence behind it. The product reports the chain as far as the evidence reaches, and stops there — out loud.
Three grades
Deterministic. Supported. Unattributed.
These are the product’s own words, and there are only three. A supported figure never becomes deterministic; unattributed money is never redistributed to make a channel look better.
deterministic
Deterministic
A tracked call or form tied to a specific source and page, with the outcome matched to that inquiry on an exact phone number or email.
supported
Supported
The evidence points to a source without a deterministic link — a campaign parameter carried on the visit, for example. It never gets promoted.
unattributed
Unattributed
Money the practice collected that no captured inquiry explains. It stays visible, and it stays unattributed.
Northline Family Dental · August
Synthetic data · illustrative practiceRevenue by source
Evidence grade
| Source | Spend | Inquiries | New pts | Collected | Grade |
|---|---|---|---|---|---|
| Google Ads | $7,900 | 64 | 27 | $58,200 | deterministic |
| Organic search | — | 38 | 16 | $41,700 | supported |
| Google Business Profile | — | 22 | 9 | $19,300 | supported |
| Referral | — | 14 | 7 | $31,200 | deterministic |
| Meta | $5,240 | 10 | 3 | $6,100 | supported |
The optimisation target
What you optimise for changes as the evidence matures.
On day one a platform reports click-through rate. Each step down the ladder needs a new kind of evidence, and the product only reports a step once that evidence is connected — never by inference.
- 1Click-through rateWhat the platform reports on day one.
- 2Cost per click
- 3Cost per leadWhere most dental marketing reporting stops.
- 4Cost per scheduled appointmentRequires call and form capture tied to scheduling.
- 5Cost per completed new patientRequires practice outcome reports.
- 6Cost per accepted caseRequires treatment presented and accepted.
- 7Production return on ad spendProduced dentistry against compatible spend.
- 8Collection return on ad spendCollected dollars against compatible spend — the number an owner can bank.
The website as an economic asset
Per page, per channel: what did it produce?
A traffic report tells you a page was visited. C3 reads the page through to the inquiry, the appointment, the patient, the treatment, the production and the collection — the same shape for Google Ads, search, Google Business Profile, Meta and referral, so the owner gets one economic language across every channel.
- Source
- Visitor
- Call / form
- Appointment
- Patient
- Treatment
- Production
- Collection
Implant landing page
- Visits1,240
- Inquiries62
- Scheduled consults31
- Completed24
- Accepted cases11
- Production$91,000
- Collected$73,000
A target shape for the report, not a measurement of any practice.
Rules we hold ourselves to
Honest numbers are a feature.
These are not disclaimers. They are the product’s standing rules, and the tests that guard them run on every change.
- We never sell perfect attribution. A patient may see an ad, search later, read reviews, be referred by a friend and then call. We represent that honestly instead of inventing a single cause.
- Matched is not causation. An outcome linked to an inquiry is a fact about that inquiry, not a claim about what made the patient choose you.
- Unattributed money is never hidden and never redistributed. If we cannot explain it, we say so.
- No forecasts and no industry benchmarks. One practice’s figures describe that practice, and nothing is pooled across practices.
- A single practice rarely produces enough accepted cases to compare campaigns with confidence. We say so rather than declaring a winner.
Money, labelled
Production is labelled production and collections are labelled collections; the two are never added together. Collected return on ad spend is computed only from matching evidence — Google-click money against Google spend — and reads as unavailable, never zero, until a provider reports complete daily facts.
See the grades on a real screen.
A walkthrough on a synthetic practice, with every figure carrying its evidence grade. Nothing of yours is connected.
We're onboarding a small number of practices.