64%→87%
Direct-linked coverage vs the verified three-pass union.
Behavioral-health operators can usually see clicks, calls, and admissions, but not the line connecting them. I designed the attribution layer that joins first-touch call source to one CRM episode and a confirmed admission, then turns admission economics into bidding values.
Read acquisition cost against expected admission value at a sustainable spend level.
Compare all-in marketing cost with expected value and, when reconciled, realized revenue.
Increase, hold, or reduce campaign budgets using admission-linked performance.
A 90-day case study at one residential facility, selected because I suspected gaps. The EMR confirms admission; the CRM joins that outcome to the call history in one episode.
87% = admissions with a verified tracked call and non-outbound source / all admissions. The unlinked 13% lacked a defensible earlier source; no match in this figure is modeled.
The call ID attached to the CRM episode, verified against the call log before counting.
The CRM opportunity ID carried back onto call records, with deduplication inside the episode window.
Patient and family phone fields matched to inbound callers, with shared-number collisions screened.
Attribution rule: primary credit goes to the first call source in a 30-day episode. Direct or outbound triggers a 180-day lookback for a prior attributable source; later touchpoints remain attached without replacing primary attribution.
Facility-specific expected revenue, based on average length of stay by level of care.
A call longer than 180 seconds, valued at its observed probability of admission, currently about 20%.
Valued at its observed probability of admission, generally 40-50%.
The admission receives the residual episode value; a reporting multiplier corrects for upstream events that never convert.
Daily in three accounts; weekly in one. Two use Maximize Conversion Value and two use Target ROAS in an active test.
Only GCLID, action, time, and value return. No patient or treatment data leaves. Client counsel approved one implementation.
Walkthroughs of the methodology and the dashboard behind these figures are available on request: [personal email] · [portfolio URL].