While you might track website visits and online enquiries, phone calls remain the primary conversion channel for care home placements. And without proper attribution, you're making occupancy-driving decisions based on incomplete data.

Call tracking technology with Mediahawk at https://www.mediahawk.co.uk/features/call-tracking/ [1] connects every phone enquiry back to the marketing source that generated it, providing the intelligence needed to maximise occupancy through smarter budget allocation and optimised campaigns.

Identifying which marketing fills your beds

Care home decision-making journeys are complex, often involving multiple family members researching across various channels over weeks or months. Traditional web analytics (like GA4) show you which activities drive website traffic, but they can't tell you which campaigns prompted families to call and ultimately led to move-ins.

Call tracking assigns unique numbers to different marketing activities-including your Google Business Profile, PPC campaigns, organic search listings, email marketing, and directory sites. When you receive a call, the system captures exactly which source prompted that enquiry, allowing you to track phone conversations from enquiry through to tours and admissions.

This granular attribution reveals which channels consistently generate enquiries that convert to residents. You might discover that your Google Business Profile drives more qualified calls than expensive directory listings. Perhaps families who find you through local search convert at higher rates than those from paid advertising. Or certain blog content about specialist care services attracts families seeking exactly what your home provides.

Optimising spend based on genuine outcomes

With clear visibility into which activities drive occupancy, you can allocate budgets with confidence. Instead of distributing spend across all channels, hoping something works, you invest more in proven sources of qualified enquiries, whilst reducing or eliminating activities that generate awareness but rarely lead to admissions.

Sales Matching capabilities link phone enquiries directly to move-ins, showing not just which campaigns drive calls, but which generate actual revenue. This reveals the true return on investment for each marketing activity, allowing you to calculate cost per admission rather than just cost per enquiry.

Perhaps a channel with higher upfront costs actually delivers residents faster, reducing void periods. Or a campaign that appears to be a very high cost per enquiry might attract families seeking long-term placements, delivering greater lifetime value. These insights enable better strategic decisions, helping maximise occupancy whilst optimising marketing efficiency.

Understanding what families need

Speech Analytics automatically transcribes and analyses phone conversations, revealing common questions, concerns, and factors that influence whether families visit your home. You can identify gaps in your website content, objections that need addressing, and information prospects require before booking tours.

For example, if families frequently ask about dementia care capabilities, funding options, or visiting policies, you can create content that addresses these priorities proactively. This reduces barriers to enquiry, helps families self-qualify, and ensures those who call are better informed and more likely to progress to tours.

You can also identify training needs for your enquiry teams. If certain call handlers consistently convert calls to tours whilst others struggle, you can analyse successful conversations and share best practices that improve conversion rates across your team.

Continuous improvement for sustained occupancy

Call tracking enables ongoing optimisation. By monitoring which sources drive the enquiries that become residents, you can refine targeting, adjust messaging, and test new approaches while measuring their impact on occupancy.