Case Studies > Healthcare & Veterinary > Community Veterinary Partners
PetVet365 Puts Names to 62,000 Website Visitors
Over five months, RMG’s SmartPiXL identified and profiled more than 62,000 visitors across PetVet365’s 30+ clinic network, then went a step further: matching confirmed appointment bookings back to identified visitors, proving exactly who converts and which channels deserve the budget.
Highlights
62,873 Visitors Identified
Unique website visitors matched and profiled in the first four months
Bookings Verified
Confirmed appointments matched back to identified visitors, closing the attribution loop
23,713 Emails Identified
A directly addressable remarketing pool
30% Net Worth $500K+
A premium segment sized for VIP membership and advanced wellness
Summary
Region
- National
industry
- Healthcare & Veterinary
Company size
- Medium
rmg solutions
- SmartPiXL Visitor Identification
- Audience Demographic Profiling
- Booking Match Attribution
- Feeder Market Analysis
- Ideal Customer Identification
- AdTech Campaign Attribution
about
PetVet365 is a doctor-owned, 100% Fear Free certified veterinary network operating more than 30 clinics across the Midwest, Texas, Colorado, Delaware and Kentucky. The network was investing steadily in Google search, Facebook and programmatic advertising, and in late 2025 engaged RMG to answer the question that spend kept raising: who is actually visiting the website, and are they the ones booking appointments?
Challenge
Standard analytics gave PetVet365 clicks and sessions, but no picture of the people behind them. Across a multi-state, multi-market footprint, the network needed to know its true customer, identify the highest-value prospects for its VIP membership program, and, hardest of all, verify whether digital campaigns were actually producing appointments, since attribution from ad click to booked visit was largely unproven.
- PetVet365 was investing across Google paid search, Facebook, and programmatic channels — but lacked visibility into who was actually visiting the website and converting to appointments.
- Standard analytics provided clicks and sessions but no household-level demographic or financial profile of the visitor — making it impossible to optimize creative or targeting by audience segment.
- The network needed to understand its true audience across a multi-state, multi-market footprint and identify the highest-value prospects for VIP membership conversion.
- Appointment attribution from digital campaigns was largely unverified, limiting confidence in channel ROI across Google, Facebook, and promotional landing pages.
strategy
RMG activated SmartPiXL across the entire PetVet365 website, every location page, service page and promotional landing page, resolving visitor identities and appending age, income, net worth, household composition, home value and lifestyle interests from its household database. Then came the distinguishing step: new booking confirmations were cross-matched against the identified visitor pool, producing a Booking Match Profile, the verified demographic signature of actual new customers, not assumed ones. Monthly reporting tracked audience shifts, geography, channel attribution, and a refreshed Ideal Customer list of high-income, high-frequency visitors with confirmed emails.
solution
To bridge these intelligence gaps, RMG deployed an advanced AdTech and data-driven identity framework designed to resolve anonymous digital intent into verifiable offline consumer profiles. The solution consisted of a four-part operational approach:
- RMG deployed SmartPiXL across the entire PetVet365 website, activating identity resolution at the visitor level across all 30+ location pages, service pages, and promotional landing pages.
- Visitor records were matched against RMG’s proprietary database to append age, estimated income, net worth, household composition, marital status, home value, and lifestyle interest data.
- New booking confirmations were cross-matched against the SmartPiXL visitor pool to produce a Booking Match Profile — confirming the demographic signature of actual new-appointment customers.
- Monthly reporting tracked audience profile shifts, geographic origin, ad channel attribution, and an Ideal Customer list of high-income, high-frequency visitors with verified email addresses.
results
By analyzing the web traffic data resolved by SmartPiXL, RMG delivered clear visibility and definitive attribution outcomes for the PetVet365 network:
- Audience Profiling: Sustained a 66–67% data match rate, defining the core visitor as a married homeowner aged 55–64, with nearly 30% holding a net worth over $500K.
- Booking Verification: Confirmed that actual converters average 54 years old and successfully tracked real patient bookings across core metros like Houston (20) and Denver (16).
- Remarketing Asset: Uncovered 4,791 to 5,945 verified web visitor email addresses per month, providing a directly addressable re-marketing pool without relying on third-party cookie data.
- Ad Attribution: Proved that Meta campaigns drove massive traffic spikes (45.4% of autumn ad visits), while Google CPC served as the high-intent conversion floor, capturing ~99% of ad traffic in January.
- Geographic Intent: Validated targeting across core territories (TX, CO, OH, PA) and proved proximity drives action, with individual location pages making up 19 of the top 30 viewed URLs.
- Creative Confidence: Revealed a highly stable lifestyle interest signature (Travel 44%, Cooking 39%, Outdoorsmen 39%), allowing the marketing team to align ad creative with complete confidence.
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