Portfolio Performance — Jan–Mar 2026 vs 2025
Total Leads 2026
7,651
vs 9,526 in 2025 (−20%)
Total Bookings 2026
2,405
vs 3,548 in 2025 (−32%)
Open Day Leads 2026
677
vs 2,474 in 2025 (−73%)
Open Day CPL 2026
£69.58
vs £27.94 in 2025 (+149%)
Leads by Channel — 2025 vs 2026
Jan–Mar combined
20252026
Cost Per Lead by Channel
Jan–Mar average CPL
20252026
Monthly Leads — Open Days
20252026
Monthly CPL — Open Days
20252026
Open days is the primary driver of the overall decline. Leads fell 73% and CPL nearly tripled despite the same team, same structure, and near-identical event count (39 Invisalign events in 2025 vs 36 in 2026). Meta spend on open days actually fell from £69k to £47k — yet leads dropped far faster, meaning the efficiency of every pound spent collapsed.
Market context: Industry-wide dental CPL on Meta rose ~97% YoY (WordStream 2025). DBP's 2025 open day CPL of £27.94 was genuinely exceptional — almost half the industry average. The 2026 figure of £69.58 is now at the upper end of the industry benchmark, not dramatically above it. But the delta between DBP's deterioration (+149%) and the market baseline (+97%) is explained by the specific tracking failures outlined in this report.
Open Day Deep Dive
Invisalign Events 2025
39
Typeform campaigns
Invisalign Events 2026
36
Same count — not the issue
Avg Leads / Event 2025
41.2
Typeform open days
Avg Leads / Event 2026
13.6
−67% — same format
Leads per Location — Top 12 (2025 vs 2026 combined)
Like-for-like comparisons only
20252026
CPL per Location — Top 12
Higher = worse performance
20252026
Date Clustering — Locations Running Same Day
2025 max: 8 unique locations same date · 2026 max: 8 unique locations same date (but each ran 2 campaign variants = up to 16 competing)
2025 peak waves2026 peak waves
Native Lead Form vs Typeform — Same Events
CPL comparison where both ran simultaneously
Typeform CPLNative form CPL
Date clustering in 2026 nearly doubled the worst 2025 cluster. On 21 Feb 2026, 12 open day campaigns targeted the same London/South East Invisalign audience simultaneously. On 28 Feb, 10 more. These are all competing in the same Meta auction, driving up CPM for every campaign and suppressing individual reach.
The native lead form consistently outperformed Typeform at every paired event — in some cases by a factor of 10. At Feltham: Typeform £531 CPL vs native form £58 CPL. Native forms stay within Meta's platform and are unaffected by the Health & Wellness pixel restriction.
Treatment Type Breakdown — 2026
Leads by Treatment Type 2026
CPL by Treatment Type 2026
Dalston Implant open day (Mar 2026) — 46 leads at £34.37 CPL — the strongest single open day result in the entire 2026 dataset. Implant open days and the native lead form format both prove the open day model still works when tracking is clean.
CPM, CTR & Creative Analysis — The Key Signal
The critical finding: CPM barely moved, but CPL tripled. DBP's avg CPM rose just 11.5% (£9.39 → £10.47). Meta was reaching people at almost exactly the same cost per impression. Yet CPL rose 195%. CTR was virtually identical: 0.392% vs 0.394%. People clicked the ads at the same rate. The breakdown happened entirely post-click — which is the signature of a tracking failure, not a creative or platform problem.
DBP Avg CPM 2025
£9.39
per 1,000 impressions
DBP Avg CPM 2026
£10.47
+11.5% — almost flat
DBP Avg CTR 2025
0.392%
open day campaigns
DBP Avg CTR 2026
0.394%
+0.6% — essentially flat
CPM vs CPL — The Disconnect
CPM barely moved. CPL exploded. The gap is the pixel restriction.
20252026
CPM by Date Cluster (2026)
Clustered dates drove CPM higher through internal auction competition
CTR Comparison Across Brands and Years
DBP CTR held flat — creative is not the primary problem
20252026
Frequency Analysis — Audience Saturation Check
All accounts show healthy frequency ~2 — saturation is not the issue
20252026
CPM per Campaign — DBP 2025 vs 2026 (All Open Day Campaigns)
CPM Distribution — 2025 vs 2026
Higher CPM on clustered dates is visible in 2026 data
Cross-Brand Benchmarking — DBP vs Kiss vs Ascent
The CPM→CPL multiplier is the key diagnostic. In 2025 all three brands converted impressions to leads efficiently. In 2026, DBP's multiplier jumped to 10.4× — meaning for every £1 of impression cost, £10.47 of spend was needed to get a lead. Kiss's multiplier barely moved (1.9× → 2.4×) because their Typeform CAPI was working. Ascent's rose moderately (3.1× → 6.2×) — partial CAPI in place. DBP had none.
CPM→CPL Multiplier
Higher = worse tracking/conversion efficiency
All Campaign Data — Ascent Dental
| Year | Campaign | Treatment | Spend | Leads | CPL | CPM | CTR | Freq |
|---|
All Campaign Data — Kiss Dental
| Year | Campaign | Treatment | Spend | Leads | CPL | CPM | CTR | Freq |
|---|
Ascent's Tamworth Ortho (2026) — 51 leads, £32 CPL, £7.21 CPM — the best Typeform open day result in the 2026 dataset across all brands. Lower auction competition (Midlands market) and partial CAPI. Sets the benchmark for what open day performance looks like when tracking is clean.
Kiss 2026 CPM nearly doubled (£8.38 → £21.93) yet CPL only rose moderately — their conversion rate held because their Typeform CAPI was active. Proves the format works when tracking is intact. Also confirms some platform cost inflation is real and market-wide, not unique to DBP.
Tracking & Pixel Diagnosis
All three accounts have "Data sharing restrictions applied" banners in Meta Events Manager — confirmed January 2025. This is Meta's Health & Wellness categorisation, which restricts TypeformSubmit from being used as a campaign optimisation signal. The restriction explains the entire pattern: Typeform campaigns collapsed, native lead form campaigns continued working.
| Issue | DBP | Ascent Dental | Kiss Dental |
|---|
| Restriction status | FULL — applied | WARNING — 15 days | FULL — applied |
| TypeformSubmit via CAPI | ✗ Not firing | Partial ✓ | Active ✓ |
| Boxly CAPI events | BLOCKED — missing event_source_url | N/A | N/A |
| fbp cookie coverage | Only 16.67% | Unknown | Unknown |
| CAPI Gateway | Not set up | Not set up | Not set up |
| Domains allowlisted | 18 unverified | Missing | 12 unverified |
| Third-party pixel access | Dentology — unknown access | Clean | Clean |
| Shared Typeform domain | Shared with Kiss & Ascent | Shared — sbwhdu2 | Shared — 7o3w5kc7hmm |
| CPM→CPL multiplier | 10.4× (worst) | 6.2× (moderate) | 2.4× (least impacted) |
The Four Active Diagnostic Errors — DBP Pixel
Error 1 — CRITICAL: Boxly CAPI events blocked
Events sent through Conversions API without the event_source_url parameter are being rejected by Meta. Campaigns optimising toward Boxly Lead Qualified are receiving zero signal. Campaigns are running completely blind right now.
Error 2: Low pixel match quality
Event match quality is too low to be useful for optimisation. Only 16.67% of TypeformSubmit events carry the Facebook browser cookie (fbp) — iOS/Safari ITP strips it before form completion. Sending hashed email would improve match quality by 34%.
Error 3: TypeformSubmit price/currency missing
100% of TypeformSubmit events sent via both pixel and CAPI are missing price and currency parameters. Minor issue for lead gen campaigns, but Meta flags it and it affects ROAS modelling. Fix: pass a nominal value in the event payload.
Error 4: 18 domains sending unverified data
All individual Dental Beauty practice websites (dentalbeautybexleyheath.co.uk, dentalbeautycamden.co.uk etc) plus northhilldental.co.uk are firing pixel events but aren't on the allowlist. Also: invalid.invalid is firing 147 events — this is a pixel misimplementation, likely from Dentology.
Ascent — Urgent Warning
Ascent has a 15-day countdown before full restrictions apply. Their current Core Setup restriction is less severe than DBP's — this is why their performance has degraded moderately rather than catastrophically. In 15 days they will receive the same full restriction DBP has. The Typeform CAPI webhook setup that is partially working for Ascent must be properly configured and tested before that deadline. Failing to act will replicate DBP's performance collapse in Ascent's account.
Five Root Causes — Ranked by Impact
1
HIGH
Pixel restriction killing Typeform optimisation signal
Meta Health & Wellness flag from Jan 2025 blocked TypeformSubmit from being used for campaign optimisation. All Typeform open day campaigns lost their conversion signal simultaneously. CTR held flat (0.39%) confirming people were clicking — but Meta couldn't learn who was converting.
2
HIGH
Boxly CAPI events actively blocked — missing event_source_url
Campaigns are currently set to optimise toward Boxly Lead Qualified. But Meta is rejecting every CAPI event because the Zapier workflow doesn't include the required event_source_url parameter. Campaigns are effectively running with no optimisation signal at all — right now, today.
3
MEDIUM
Date hyper-clustering driving up CPM in bursts
12 campaigns on 21 Feb 2026, 10 on 28 Feb — all targeting the same London/SE Invisalign audience simultaneously. Meta's auction penalised every campaign in the cluster, inflating CPM and reducing reach per campaign. Maximum 3–4 per date is the recommended rule.
4
MEDIUM
Low Cost Invisalign campaigns cannibalising open day audience
LCI campaigns ran in overlapping locations at the same time as open day campaigns — same platform, same audience, promoting a competing lower-price offer. 977 leads generated Jan–Mar but with 19–34% disqualification (avg 25%) rate and near-zero ROI. During open day windows, LCI should be paused or use audience exclusions.
5
CONTRIBUTING
Untested creative switch across all campaigns simultaneously
New creative rolled out with no A/B test against 2025 creative. CTR data (0.392% vs 0.394%) confirms creative is not the primary cause — people clicked at the same rate. But rolling out untested creative across the entire portfolio at once eliminated any ability to isolate performance changes.
Prioritised Action Plan
P0 — DO TODAY
Fix Boxly CAPI event_source_url in Zapier
Add the event_source_url parameter to the Zapier workflow sending Boxly events to Meta CAPI. Single parameter addition — under 1 hour. Campaigns are currently optimising toward a signal Meta is actively blocking.
P0 — DO TODAY
Switch all open day campaigns to native lead form
Migrate all live Typeform open day campaigns to Meta Lead Generation native form objective. Data proven: native forms outperformed Typeform 2–10× at every paired event. Bypasses the restriction entirely — no pixel needed.
P0 — DO TODAY
Allowlist all 18 practice domains + Typeform domain
Events Manager → Settings → Traffic permissions → Allow list. Add all 18 Dental Beauty practice sites and 7o3w5kc7hmm.typeform.com. Stops diagnostic errors and improves pixel event match quality immediately.
P1 — THIS WEEK
Submit Health & Wellness category appeal — all 3 pixels
Click 'Manage categories' on DBP, Kiss and Ascent pixels. Dental open day advertising is not the same as sharing patient health data — this is a likely misclassification. Appeals take 3–7 days; resubmit every 30 days if rejected.
P1 — THIS WEEK
Stagger next open day wave — max 3–4 per date
Enforce a scheduling rule before the next open day wave. Spread events across at least 5 distinct dates. Prioritise geographic separation within each date — avoid two South London practices on the same day.
P1 — URGENT FOR ASCENT
Fix Ascent Typeform CAPI before 15-day deadline
Ascent has 15 days before full restrictions apply. Properly configure and test the Typeform CAPI webhook setup now. Failing to act will replicate the DBP performance collapse in Ascent's account within weeks.
Strategic Investment — Hire a Tracking Specialist
The tracking issues are technically complex, interrelated, and beyond standard agency scope. Required workstreams include: server-side CAPI Gateway setup via Stape with DNS routing (£10/month ongoing); Typeform webhook → server-side GTM → Meta CAPI with event deduplication; hashed PII (email + phone) passing from Typeform fields; first-party cookie implementation for the 83% fbp gap; custom event naming to work around Health & Wellness filters; Dentology pixel contamination audit; separate Typeform workspaces per brand to eliminate cross-contamination. This is a 2–3 week specialist project. The expected improvement per Meta's own modelling: 24.8% lower cost per result from CAPI Gateway alone.
Recovery Modelling
Projected CPL by Fix Scenario
Conservative estimates based on observed native form performance and benchmark data
The open day format is not broken — the execution is. Dalston Implant open day (March 2026): 46 leads at £34.37 CPL. Ascent Tamworth Ortho (March 2026): 51 leads at £32 CPL. Both achieved 2025-level performance in 2026 conditions when tracking was clean and dates were staggered. Full recovery to £28–42 CPL is achievable with all fixes applied.