Digital Plumbing for Chiropractors: How to Track, Retarget, and Grow Your Local Practice

Marketing is supposed to make the phone ring. That’s the bottom line.

I joined Angus Pyke on the Marketing Your Practice podcast, which is tailored to chiropractors and wellness professionals.

I returned with Jake Campoli for a second episode to dig into a commonly overlooked area: digital plumbing.

We walked through how to set up tracking, remarketing, and Google Local tools — step by step — for chiropractors looking to grow their practices.

Last time we covered content – specifically one-minute videos – and how to get patients to know, like, and trust you. 

This time, we showed how to connect that content to the back end so it actually drives business.

Why Most Chiropractors Struggle with Marketing

If you’re a chiropractor serving a five- to six-mile radius, you’re not competing with the whole internet – you just need to outrun the other chiropractors in your area. 

Most aren’t doing anything. That’s your advantage.

Simple tactics like boosting a one-minute video for $1/day already put you ahead. Ten videos = $70. You can afford that. 

Especially when you realize that just one video, properly targeted, can be enough to bring in new patients.

But the moment you want to go beyond brand awareness and actually convert views into bookings, you need more than good content. You need digital plumbing.

Digital plumbing means:

• Setting up remarketing infrastructure
• Installing tracking pixels (Facebook, Google)
• Optimizing your Google Business Profile
• Monitoring page visits and video views
• Creating custom audiences from real engagement

Without plumbing, you’re flying blind.

Dennis Yu explains why chiropractors struggle with digital marketing

The 12–14 Touch Rule and Why People Don’t Convert Right Away

Chiropractors often assume a patient who doesn’t book right away isn’t interested. That’s wrong.

In today’s world, it takes 12 to 14 touchpoints before someone acts. The old rule of 7 touches is outdated. 

Even for something like lip balm, I took an hour to research Burt’s Bees before buying. That’s a $2 item.

Imagine the trust needed for chiropractic care. People will visit your site, watch your videos, ask friends, and still wait weeks before deciding. 

That’s why you need systems to follow up automatically.

If you’ve got plumbing in place:

• You know who visited your site
• You know who watched your video
• You can show them follow-up content
• You can retarget them with another message

Even better? This doesn’t require a big budget. For as little as $1.20/day (in Australia), you can stay in front of warm leads. That’s powerful.

What Is Digital Plumbing and Why It Comes First

Digital plumbing is the system that lets you track, measure, and retarget.

It breaks into three levels:

1. Foundational – Facebook Pixel, Google Analytics, Google Ads
2. Advanced – Google Tag Manager, event tracking, custom audiences
3. Optional – Twitter, LinkedIn, Instagram, depending on your niche

Set it up before you run ads.

Most chiropractors get this backwards. They boost posts, see some results, and then try to figure out tracking later. 

But if your plumbing is broken, you can’t trust your data. And if your data’s bad, your decisions will be worse.

We often check client analytics and see 20-30% of traffic showing up as “direct/none”. That usually means:

• SSL issues
• Missing UTMs
• Pixel not installed properly

Jake uses Google Tag Manager to install everything cleanly:

• Facebook Pixel
• Google Ads Conversion Tag
• Event triggers (like time on page, scroll depth, button clicks)

Now we can track behavior, see what content drives results, and know where to invest.

My digital plumbing guide

Building and Using Custom Audiences to Retarget Viewers

Once tracking is set up, it’s time to create custom audiences based on behavior:

• Visitors to the “neck pain” page in the last 7 days
• People who watched 75% of your TMJ video
• Users who clicked the booking link but didn’t finish

These are all signs of intent. And each deserves a specific follow-up message.

Even if your audience is small – 10 or 20 people – that’s enough. If one books, it’s ROI positive. And these warm audiences are cheaper to reach.

Start with video view audiences. Facebook auto-plays videos, which helps grab attention. Once someone watches 15 seconds (called a “throughplay”), they’re part of your retargeting pool.

You can set up follow-up ads:

• More educational videos
• Testimonials
• Booking offers

Now you’re building a funnel that works while you sleep.

Content Alone Isn’t Enough – You Need Follow-Up

Most chiropractors post content and hope people take action. That doesn’t work anymore.

Without plumbing, that content has no memory. Every viewer is lost unless you capture them with a pixel or tag.

We teach this in our Social Amplification Engine framework:

• Start with good content (like a one-minute video)
• Track who watches or clicks
• Retarget based on interest
• Build familiarity over time

This is how you go from unknown to trusted.

And yes, even $1/day is enough to run follow-up ads to people who showed interest. You don’t need to be everywhere. Just consistent.

Use your data to answer:

• Which videos get watched the most?
• What pages lead to bookings?
• Which topics get the best engagement?

Then double down.

Dennis Yu explains the social amplification engine framework

Set It Up Once. Let It Run Forever.

The best part of plumbing is that you only need to set it up once.

From there, it works in the background. You keep creating content, and the system does the rest:

• Tracks every viewer
• Builds your audience
• Lets you retarget automatically

We give away all the steps in free training. Or for $199, Jake will do it for you. That includes:

• Google Tag Manager setup
• Facebook and Google pixels
• Custom audiences
• One-pager summary of everything built

And unlike agencies that charge thousands and hide their work, we show you everything.

Our mission is to make digital marketing transparent, affordable, and repeatable for local businesses.

So, whether you DIY or get help, here’s what matters:

• Set up your plumbing before you spend on ads
• Use that data to create smart follow-ups
• Stay in front of people long enough to earn trust

My digital plumbing course

If you’re serious about growing your chiropractic practice, this is where you start.

The Dollar-a-Day strategy, custom audiences, video remarketing – it all hinges on one thing: having your plumbing set up right.

That’s exactly what we teach in the Digital Plumbing course.

This is the same training we’ve used to help thousands of local businesses build profitable systems that track, retarget, and convert – without hiring expensive agencies or wasting ad spend.