Cost per click is not a business metric. Cost per attended appointment is.

Most agency reports end at cost per click or, at best, cost per lead. Neither tells you whether the spend produced revenue.

The chain runs: click, enquiry, qualified enquiry, booked appointment, attended appointment. Money is only earned at the final step, and drop-off between stages is often severe — a campaign with an excellent cost per lead can be the worst performer once attendance is counted.

Measuring this requires connecting your ad platforms to whatever records bookings, and having a consistent definition of a qualified enquiry. It is not technically difficult. It is simply skipped, because the earlier numbers look better.

Once you measure to attendance, budget decisions become obvious. You stop defending campaigns that generate cheap, unqualified volume.