Guide
The admissions KPIs every treatment center should track
You cannot fix what you do not measure. These are the numbers that define admissions health, in the order they occur in the funnel.
Written by Jim Malcom, Founder, Crucial Consultants · Updated August 2026
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The Funnel
Seven KPIs, in funnel order
1. Answer rate
The share of inbound calls answered by a human (or AI agent) instead of ringing out. The first leak in every underperforming floor.
2. Speed to lead
Time from inquiry to first contact attempt. Minutes matter; under a minute wins.
3. Contact rate
The share of leads you actually reach. Driven by speed, persistence, and calling patterns.
4. VOB rate
The share of qualified inquiries that reach verification of benefits. The single best leading indicator of admissions performance.
5. Viable VOB rate
The share of VOBs with workable coverage, this separates a marketing quality problem from an admissions execution problem.
6. Close rate
Viable VOBs that become admits. This is where scripts, objection handling, and follow-up show up in the numbers.
7. Cost per admit
Total marketing spend divided by admits, by channel. The only marketing number that matters at the P&L level.
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