What's the single most important thing I can do to help our ad performance through RootLogic?

When a lead books a consult through RootLogic's calendar, the system automatically sends an offline conversion signal to Google Ads and Meta — telling the algorithm "this person who clicked our ad became a real consultation." The algorithm uses that signal to find more people just like them. Without it, the algorithm is flying blind, spending your budget based on incomplete data.

In the Opportunities pipeline, when a lead is ready to book, open their card and use the "Book Appointment" button (or navigate to the Calendar tab and create the appointment from there). This is what triggers the $500 opportunity value update and fires the offline conversion. Dragging the card to Consult Booked does none of that — the card moves but the data signal never fires.

The same rule applies to Procedure Booked. When a patient schedules their procedure, that appointment needs to be booked in the RootLogic calendar so the $9,100 opportunity value updates and the procedure conversion signal fires back to the ad platforms. A practice that consistently books correctly through the calendar gives the algorithm high-quality data to work with — that's what drives cost-per-lead down over time.

Deleting old zombie leads from Lead Received is also a meaningful contribution to ad performance. A lead that never converted sitting in your pipeline at $50 skews your conversion data. Weekly pipeline cleanup — removing dead leads, confirming stages are accurate — means the numbers your agency sees reflect what's actually happening in your practice.