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OutSmart Guide

Media Buying Strategies

Once tracking is connected, here are some ways to put the booking events to work in your paid campaigns.

Building audiences

  • Re-engage visitors who didn’t finish. Build an audience of people who entered the booking calendar (the InitiateCheckout event) but didn’t complete a booking (Purchase), and advertise to them again.
  • Find more people like your patients. Use the Purchase event as the starting point for lookalike or similar audiences in Meta, Google, and other platforms.
  • Group by service interest. Use the ViewContent event together with the service name to group visitors by the specific service they looked at.

Setting a value for each booking

Giving each booking a dollar value lets the ad platforms optimise for revenue, not just the number of bookings. You can set this two ways.

Global Conversion Value
At the bottom of the Marketing & Analytics panel there’s a field for a single conversion value that applies to every booking. Set it to a figure that reflects what a booking is worth to you — for example, your average first-visit revenue or average patient lifetime value. This value is then sent to the ad platforms with each booking.

Per-service value
Each service in the My Services or Our Services list in the left sidebar has an edit button. In that service’s settings you can set a conversion value just for that service. A value here overrides the Global Conversion Value for that service. Leave it empty or set it to 0 and the Global Conversion Value applies instead.

Where the value shows
When Enable Marketing Tracking is turned on, the value in effect for each service appears at the bottom of that service’s card, so you can see at a glance which value will be sent.