iVET360 Announces Integration with Gravity Forms for Expanded Marketing Tracking
Your Website Forms Are Now Part of Your ROI
A pet owner searches for a veterinarian near them. Your ad shows up. They click, land on your appointment page, fill out the form, and two days later they are standing at your front desk with a nervous terrier.
That is a marketing win. So here is the uncomfortable question: could you prove it?
For most practices, the honest answer has been maybe. You could export the form submissions, sit down with your new client list, and match them up by hand. Given enough time, you would get close to an answer.
But that is an afternoon, every month, on top of everything else. So it does not get done. The win goes unrecorded, and the campaign that produced it looks like it produced nothing.
The lead you collected but could not count
PULSE has always been built on a simple idea. Impressions and clicks do not pay for anything. Kept appointments and collected revenue do. So PULSE reaches into your practice management system, pulls the actual client and transaction records, and cross-references them against your marketing data to show you what your marketing genuinely returned.
That worked well for two of the three ways clients reach you.
Phone calls were routed through Call Box, so an ad-driven call could be traced to a real client and a real invoice. Ad performance and website behavior were covered through Google Ads and Google Analytics, so you could see the traffic and the spend behind it.
Website forms were the blind spot.
When someone submitted an appointment request or a new client form, that submission landed in your website’s database and stayed there. Your team worked the lead. The client came in. Revenue was generated. But nothing connected that revenue back to the form automatically, and nothing connected the form back to the campaign that produced it.
For a practice pushing paid traffic to a landing page with a form on it, that is not a small gap. That is potentially the single largest source of new clients, yet it sits entirely outside the measurement.
What we built
PULSE now integrates directly with Gravity Forms, the form platform running on the majority of veterinary practice websites.
The integration connects to your website via the Gravity Forms API, so there’s no new plugin, no new software, and no changes to the forms your clients already use. The forms on your site stay exactly as they are. PULSE simply starts reading the submissions.
From there, every form entry gets run through the same matching process that already handles your call and ad data. PULSE looks at when the form was submitted, which page it was submitted from, and the contact details the client entered, then matches that against new client records in your practice management system.
When it finds a match, that form fill stops being a line item in a spreadsheet and becomes what it always was: a client, with a first visit, a transaction history, and a dollar figure attached.
More matches means more measured ROI
Here is the part worth being precise about, because it is easy to oversell.
This integration does not increase your marketing return. It reveals the return you were already earning.
Your ROI number in PULSE has always been built from the new clients it could successfully match to a marketing source. Every client who came in through a form fill was invisible to that calculation. They spent money at your practice. Your marketing brought them in. But because the trail broke at the form, they counted as unattributed.
Adding form fills to the matching pool means more of your actual new clients get connected to the campaigns that produced them. Practices that lean heavily on web forms, especially those running paid search to a dedicated landing page, are the ones most likely to see their reported return move.
If you have ever looked at a campaign in PULSE, known in your gut that it was working, and been frustrated that the numbers did not reflect it, this is very likely part of the reason why.
Across the hospitals we have connected so far, the integration is capturing an average of 10% more ROI per practice.
Read that carefully, because the distinction matters. It is not 10% better marketing. It is 10% of a return you were already earning that had never once shown up on your report.
What it changes about your decisions
Better attribution is only useful if it changes what you do next.
Once form fills are matched, you can see which pages actually convert. A landing page that generates 40 submissions looks great in isolation. If only six of those became clients, and a different page with 15 submissions produced 11 clients, you now know where to send your budget.
You can also see the gap between submission and arrival. A high volume of form fills paired with a low rate of matched clients points at a follow-up problem rather than a marketing problem, which is a very different fix. We wrote about that distinction in more detail in what real marketing attribution actually looks like, and it is the same principle that made the hidden cost of chasing shiny marketing objects such an expensive lesson for the practice in that case study. Leads are not results. Clients are.
Getting it turned on
Setup is straightforward, with one detail worth knowing in advance.
Gravity Forms identifies each field by a number rather than a name, and those numbers are unique to each form. Your email field might be the fourth field on your contact form and the seventh on your appointment form. So there is a brief mapping step where we tell PULSE which field holds the name, which holds the email, and which holds the phone number for each form on your site.
We handle that during setup. It takes a short conversation and a set of credentials from your website, and then it runs on its own.
This is available now to every hospital we work with. There is no waitlist, no phased rollout, and no new version to wait for. If you are an iVET360 client, your forms can be connected as soon as you say the word.
See what your forms have been worth
If your practice has been running marketing and wondering why the return never quite matched what you were seeing at the front desk, the forms on your website may be a large part of the answer. On average, that answer is worth 10%.
Already an iVET360 client? Reach out, and we will get your forms connected.
Not yet working with us? Book a demo, and we will show you what PULSE can match, form fills included.