As telemedicine continues to grow in popularity, healthcare practices are investing more in digital advertising to attract virtual patients. However, running ads without properly tracking performance means wasted budget and missed opportunities. Understanding how to set up and manage conversion tracking for your telemedicine ads is essential to measure what’s working, improve your campaigns, and ultimately deliver better care.
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This guide breaks down the key steps for tracking conversions for telemedicine ads, from basic setup to interpreting results.
Why Conversion Tracking Matters for Telemedicine Advertising
When running PPC campaigns on Google Ads, Facebook, or other platforms, conversion tracking allows you to measure the actions people take after clicking your ad. For telemedicine services, these actions could include:
- Booking an online consultation
- Registering for a patient portal
- Completing a contact or intake form
- Clicking to call or message your clinic
- Downloading a telehealth app
Without tracking these actions, you have no way of knowing whether your ad spend is generating real patients or simply driving clicks with no outcome.
Setting Up Google Ads Conversion Tracking
If you’re using Google Ads to promote your telemedicine services, you’ll need to install a conversion tracking tag on your website or integrate it with your booking system.
Follow these steps:
- Log in to your Google Ads account and go to Tools & Settings > Conversions
- Click ‘New Conversion Action’ and choose ‘Website’
- Define the conversion type (e.g. form submission, button click)
- Set value (optional), count, and attribution settings
- Install the tracking tag on your confirmation or ‘Thank You’ page after booking
- Alternatively, use Google Tag Manager for a streamlined setup without manual coding
Ensure the conversion action reflects a meaningful interaction—something that represents a genuine lead or patient contact, not just a page view.
Using Google Analytics for Deeper Insights
Google Analytics 4 (GA4) offers advanced options for tracking conversions related to telemedicine. You can create events such as:
- button_click: for online booking or chat features
- file_download: for patient info sheets or app downloads
- phone_click: for users clicking to call directly from your site
These events can be configured as conversions within GA4 and connected to Google Ads to optimise your campaigns. You can also use GA4 to monitor user journeys, bounce rates, and device types—which is useful for tailoring the experience for mobile-first telemedicine users.
Tracking Conversions on Facebook and Instagram Ads
If you’re running telemedicine ads on Meta platforms, conversion tracking is done via the Meta Pixel.
Steps to implement:
- Create a Meta Pixel and install it on your site (preferably via a tag manager)
- Use Event Setup Tool or custom code to track specific actions (e.g. completed registration or button click)
- Set up Custom Conversions based on URL rules (e.g. “/thank-you” page after booking)
- Optimise your ads for the right objective—likely ‘Leads’ or ‘Conversions’
For practices using third-party booking platforms, check if they support Meta Pixel integration. This ensures you can track bookings even if they happen off-site.
Integrating Telehealth Software with Ad Platforms
Many telemedicine providers use platforms like doxy.me, Zocdoc, Healthengine or other patient management tools. To track conversions accurately:
- Choose platforms that allow tracking pixel or tag placement
- Use UTM parameters to tag URLs from ads and monitor performance in Google Analytics
- Speak with your software provider about integrations with Google Ads or Meta Ads
If you’re unable to track every action on a third-party platform, focus on pre-conversion events (e.g. clicks to booking page) and consider using call tracking tools to attribute phone bookings back to ads.
Using Call Tracking to Capture Phone-Based Conversions
While many telemedicine patients book online, others may still prefer to call the practice. Call tracking software lets you assign unique phone numbers to different ad sources so you can identify which campaigns generate phone leads.
Popular UK-based options include:
- Infinity Call Tracking
- ResponseTap
- CallRail (also used widely in Australia and Canada)
With dynamic number insertion, each user sees a unique number based on their source (e.g. Google Ads vs organic search), and call data is passed back to your analytics or CRM system.
Defining Conversion Goals for Different Patient Journeys
Not all telemedicine conversions look the same. Depending on your campaign goals, you might want to track:
- First-time patient bookings
- Follow-up consultation requests
- Inquiries about specific services (e.g. dermatology or mental health)
- App downloads or log-ins
You may also want to segment conversions by platform or device, as mobile usage tends to dominate in telehealth. Ensure your reports allow you to see which types of patients are engaging most.
Measuring and Optimising Performance
Once tracking is in place, use your data to optimise ad performance:
- Pause or adjust campaigns with high spend but low conversions
- Increase bids on keywords or audiences that convert well
- Test different calls to action or landing page layouts
- Adjust ad scheduling based on when patients are most likely to convert (e.g. evenings or weekends)
Review cost per conversion regularly, and calculate return on ad spend (ROAS) by comparing ad costs to the value of appointments booked.
Common Mistakes to Avoid
- Not placing tracking codes on all relevant pages
- Forgetting to test whether conversions are firing properly
- Counting page views as conversions without user action
- Ignoring phone calls or offline bookings in your data
- Failing to set goals that align with your real-world business outcomes
Final Thoughts
Tracking conversions for telemedicine ads is essential for any healthcare provider investing in digital marketing. Whether you’re running local campaigns for virtual GP consultations or national ads for a specialist service, having accurate conversion data ensures you’re spending wisely and reaching the right patients.
By combining the right tools—Google Ads, Meta Pixel, Analytics, call tracking, and software integrations—you’ll gain the insights needed to grow your telehealth practice confidently and efficiently.
