LightTrail

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Most healthcare marketing teams lost their web analytics when the HHS tracking bulletin forced them off Google Analytics. The replacements they found either solved compliance but gutted the data, or kept the data but introduced risk their legal teams wouldn't accept. LightTrail is a complete web analytics platform purpose-built for healthcare. It collects and analyzes data within HIPAA-compliant first-party infrastructure under a signed BAA. There's no proxy layer sitting between your website and a third-party tool. The data stays in a controlled environment from collection through analysis. Marketing teams end up with better data than they ever had under traditional analytics. Full visitor journeys across multiple sessions. Campaign attribution that shows which spend actually drives conversions. City-level geography with exact counts instead of estimates. And an AI engine called Norman that surfaces patterns and anomalies no one on the team would have time to find manually. Dashboards, reporting, and workflows are designed around how healthcare marketing teams actually operate. Service-line views, multi-facility filtering, and appointment tracking are built in from the start, not bolted on after the fact. The biggest differentiator is authenticated user tracking. Health systems can see how logged-in patients navigate their sites, which services they explore, and where they drop off, all within the same HIPAA-aligned architecture. No other analytics platform in this category offers this today. Implementation is a lightweight JavaScript tag. Data starts flowing in weeks, not months. Health systems across the US run LightTrail in production today. One platform. One BAA. Web analytics that actually work for healthcare.