The ten stages themselves, impression through platform push-back, are covered in full on the Methodology hub page. This page covers what makes those ten stages work in a live account: the systems underneath them, and how the model handles the situations that don't move in a straight line.
What's Connected
Brand North configures three layers to work as one system. The CRM, typically Salesforce or Dazos, holds the master patient record. Call tracking, through Call Tracking Metrics or CallRail, uses dynamic number insertion so every call is tied to the exact campaign, listing, or page that produced it. The ad platforms, Google Ads and Meta among them, receive admission and disposition data back as offline conversions, so bidding can optimize toward outcomes instead of clicks. None of these three layers reports independently. They write to the same record.
Layer 1 · CRM
The master patient record
Typically Salesforce or Dazos
Layer 2 · Call tracking
Every call tied to its campaign, listing, or page
Call Tracking Metrics or CallRail
Layer 3 · Ad platforms
Admissions and dispositions back as offline conversions
Google Ads and Meta among them
One system
All three write to the same record
None of the three layers reports independently.
Layer 1 · CRM
The master patient record
Typically Salesforce or Dazos
Layer 2 · Call tracking
Every call tied to its campaign, listing, or page
Call Tracking Metrics or CallRail
Layer 3 · Ad platforms
Admissions and dispositions back as offline conversions
Google Ads and Meta among them
One system
All three write to the same record
None of the three layers reports independently.
Handling the Edge Cases
Real patient journeys don't always move in a straight line, and the stack is built to hold up when they don't. A prospective patient who sees a paid ad, researches organically for two weeks, and then calls a number listed on a directory still resolves to one CRM record, with every touchpoint preserved rather than overwritten by the last one. A call intended for one location that gets routed to another, common in multi-location accounts, still credits correctly to the campaign and listing that generated it, not just the location that happened to answer. These aren't rare exceptions handled manually. They're built into how the stack is configured from the start.
Touch 1
Sees a paid ad
Touch 2
Researches organically for two weeks
Touch 3
Calls a number listed on a directory
Resolves to
One CRM record
Every touchpoint preserved, not overwritten by the last
Touch 1
Sees a paid ad
Touch 2
Researches organically for two weeks
Touch 3
Calls a number listed on a directory
Resolves to
One CRM record
Every touchpoint preserved, not overwritten by the last
Frequently Asked Questions
How does the model handle a lead that engages multiple channels before converting?
Every touchpoint writes to the same CRM record rather than replacing the one before it, so the full path, not just the last click, stays visible when the lead eventually converts.
What happens if a call gets routed to a different location than the one advertised?
Dynamic number insertion ties the call back to the specific campaign and listing that generated it, regardless of which location's team ends up answering, so attribution stays accurate even when routing doesn't match the original ad.
How long does attribution data stay in the system?
Patient records persist for the life of the engagement and beyond, since long-sales-cycle admissions, sometimes weeks or months from first contact, need a system that doesn't age data out before the funnel completes.