Conversion tracking for home healthcare, measured in started care

The complaint we hear: Google Ads says the phones are busy, the scheduler says many of those calls were caregivers asking about shifts, and WellSky Personal Care shows a few new clients that month. Home care hires constantly, broad and phrase match happily map 'caregiver jobs near me' onto home care keywords, and an applicant who taps your call ad counts exactly like a daughter arranging care for her father. Skilled home health adds a second distortion: most admissions start with a physician's order or a discharge planner sending the referral through CarePort, and if intake files those under 'Google' because the family later searched your name, paid search gets credit for referrals it never produced.

The ten-minute check: open the search terms report and look for jobs, hiring, CNA, pay rate and 'become a caregiver'. Then have the intake coordinator mark last month's ad calls as family inquiry, applicant, current client, payer question you can't serve, or professional referral. Finally, look at your intake or referral form; a home health agency or hospice is typically a HIPAA covered entity, so any ad pixel on a page that collects a diagnosis or a Medicare number is a question for your counsel before it is a tracking question.

Fixed looks like this: applicants routed to a careers page with its own number and excluded from conversions, a started client or admission as the conversion with a value based on expected weekly hours for private pay, and physician and hospital referrals reported by referrer, never by ad channel. The conversion leaves the agency side keyed to the click ID with no diagnosis, service line or payer attached. The free audit checks the call mix and every form that collects care details.