Healthcare Analytics Consultant Who Reports Cost per Admission, Not Clicks

I'm Brendon Rowe, MBA — a freelance marketing analytics consultant with 14+ years in growth marketing and 7+ years leading HIPAA-compliant acquisition in health and wellness. I've built the reporting at every stop: Tableau at QuinStreet, KPI and LTV dashboards in Looker at iHeartMedia, GA4 and Tag Manager frameworks at Blue Fountain Media, and CAC, LTV, and ROI reporting to leadership at Lakeview Health and Bradford Health.

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Admissions Report · IllustrativeCRM synced

Admissions

184

+21% MoM

Cost / admission

$1,940

−14%

Media spend

$357K

flat

$2.1K

$2.6K

SOCIAL

$3.3K

CTV

$0.6K

ORGANIC

$0.4K

—

REFERRAL

What leadership sees. Spend from the platforms, admissions from the CRM, joined by the click ID that travelled with the lead. No platform gets to grade itself.

Brendon Rowe, MBA

Data-Driven Healthcare Marketing Consultant · Queens, NY

MBA·GA4 & Tag Manager·Looker·Tableau·Microsoft Dynamics 365·HubSpot·CallRail·Offline Conversions·Meta ↔ Google ↔ CRM·HIPAA-Aware Tagging·

Five Companies. Five Reporting Systems I Built.

Analytics is the one discipline that shows up on every line of my resume. Tap a company to see what I built there and the number it moved.

Bradford Health · Director of Marketing

facilities reported to

Built cross-platform data exchange between Meta, Google Ads, and the CRM so offline admissions flowed back as conversions, and reported CAC, ROI, and conversion rates to facility leadership across a 23-site portfolio. Leads rose 127% and web conversion 256%.

Offline conversionsCRM integration23 sitesFacility leadership

What Leaves the Building, and What Never Does

Healthcare analytics has one job most industries don't: give the ad platforms a signal they can optimize toward while patient detail never reaches them. Tap a field to see where I let it go, where I stop it, and which step of the build enforces it.

Goes

Click ID (gclid / fbclid)

Travels with the lead into the CRM so the admission can be reported back as a conversion.

Goes

Conversion event + timestamp

The signal smart bidding needs: this lead became an admission, on this date.

Case by case

Hashed email (with counsel approval)

Only where the BAA and counsel allow enhanced conversions; hashed before it leaves, never in plain text.

Stays

Name, phone, address

Stays in the CRM. Form fields are excluded from GA4 and Tag Manager variables.

Stays

Diagnosis, program, insurance

Never in a URL, event parameter, or ad audience. Landing-page paths are designed so they don’t reveal the condition.

Stays

Call recordings & heatmaps

Masked at the tool level; call-tracking numbers report the source, not the conversation.

The route I build

01
Tag Manager, server-side where warranted
Every tag is inventoried; PHI-bearing fields are blocked at the container, not by hoping nobody types in them.
02
GA4 events designed around admissions
Form starts, call clicks, insurance checks, and booked assessments as events — with PII redaction on.
03
Click ID into the CRM
HubSpot or Dynamics captures the ID with the lead; nothing about the patient travels the other way.
04
Offline conversion import
Admissions flow back to Google and Meta as conversion events, so bidding optimizes toward admits instead of form fills.
05
One report in Looker or Tableau
CAC, LTV, ROI by channel and by facility, built from GA4 and the CRM, presented to leadership monthly.

I'm not a lawyer. Every tracking configuration I set up is reviewed against your BAA and counsel's guidance before it goes live.

Analytics Consulting Scope

Tracking audit

Full inventory of GA4, Tag Manager, pixels, and call tracking. Every double count and every field that shouldn’t be leaving is written down with the fix.

GA4 & Tag Manager build

Event and conversion design, PII redaction, consent handling, and cross-domain setup for intake and insurance-check flows.

Offline conversions & CRM sync

Click IDs into HubSpot or Dynamics 365; admissions back out to Google Ads and Meta as conversions.

Dashboards leadership uses

Looker or Tableau reporting for CAC, LTV, ROI, and lead-to-admit rate by channel and facility, refreshed automatically.

Test and lift measurement

Geo-test design and holdout analysis for CTV and other channels that don’t leave a click; significance done honestly.

Monthly readout

A written report and a call with leadership: what moved, what didn’t, and what to fund next month.

Questions I Get on the First Call

GA4 and Google Tag Manager for collection; Looker and Tableau for reporting; HubSpot and Microsoft Dynamics 365 on the CRM side; CallRail for call tracking. I built the Tableau reporting at QuinStreet, the Looker dashboards at iHeartMedia, the GA4 and GTM frameworks at Blue Fountain Media, and the Dynamics 365 insights work at Lakeview Health.

The configurations I build keep patient detail out of GA4 and the ad platforms, and I’ve run HIPAA-compliant acquisition for seven years at Lakeview and Bradford. I’m not a lawyer, though: every setup is reviewed against your BAA and counsel’s guidance before it goes live.

That’s usually the first project. One report from GA4 and the CRM, with admissions attributed once, is what I built for facility leadership at Bradford and for sales and executive leadership at Lakeview. The agencies keep their dashboards; leadership gets one.

Yes, with geo tests against holdout markets, read on branded search lift, call volume, and inquiry quality. I bought CTV, cable, and news networks at TouchNote and am currently advising Weill Cornell on CTV strategy.

With them. I set up the measurement, build the reports, and train whoever owns them day to day. Most of my clients keep their agencies and finally have a way to grade them.

If Three Dashboards Claim the Same Admission, Start Here.

Send me GA4, Tag Manager, and CRM access. I'll tell you what's double-counted, what's leaking patient detail, and what your real cost per admission is.

Get a Free Tracking Review BrendonRowe16@gmail.com