About
Collectly is an AI-powered healthcare platform that streamlines patient billing and revenue cycle management for enterprise medical organizations.
Industry
Healthcare SaaS
Platform
Custom
Challenge
Accurately attribute conversions in a B2B SaaS environment where traditional tracking falls short.
Results
With Fairing, Collectly uncovered hidden awareness drivers behind “Direct” and “Branded Search” leads, revealing LinkedIn as a key top-of-funnel channel validating future budget investments.
Navigating Attribution in B2B SaaS
Collectly is an AI-powered healthcare technology platform that helps medical organizations streamline patient billing and revenue cycle management. The healthcare market is highly fragmented, every EHR, workflow, and patient population is a rule of exceptions, and Collectly is built to fit within that complexity rather than fight it. By automating patient engagement, billing, and collections across diverse systems, Collectly helps providers improve cash flow, reduce administrative overhead, and create a better financial experience for patients.
Like many B2B SaaS companies, Collectly’s growth relies on understanding how awareness and relationships turn into opportunities - what most marketers would call pipeline. However, in enterprise healthcare, that journey is rarely straightforward. Every deal involves multiple stakeholders, long sales cycles, and high-consideration touchpoints. To bring more clarity to this process, Collectly partnered with Fairing to uncover the true channels driving demo conversions and guide smarter budget allocation.
To help scale growth, Collectly partners with performance agency Search and Perch, who manage paid acquisition and act as an extension of the brand’s lean in-house marketing team.
“In enterprise healthcare, so much growth comes from relationships, supported by ads, events, and thought leadership,” said Bartek Woroniecki, Vice President of Growth at Collectly. “Fairing helps quantify the unquantifiable by showing how those early awareness channels ultimately influence pipeline.”
As the Collectly team dug into attribution, it became clear that platforms like Google, LinkedIn, and even their CRM weren’t telling the full story. Many leads appeared as “Direct” or “Branded Search,” but that last-click data didn’t explain what really drove awareness.
To capture the voice of the customer and fill in these blind spots, Collectly implemented Fairing via Google Tag Manager, triggering the survey the moment a prospect completes a demo booking form.
Filling the Attribution Gaps: From “Direct” to Reality
Collectly’s biggest blind spot was understanding what was really behind “Direct” conversions.
Fairing’s zero-party data helped fill in these gaps by capturing how customers actually heard about the brand, whether through LinkedIn, a coworker referral, or elsewhere. With this new layer of insight, Collectly could finally connect previously invisible dots and begin optimizing spend more confidently.
Measuring LinkedIn Awareness
One recurring insight surfaced through Fairing was how often leads that converted through branded paid search actually originated from LinkedIn ads.
“That’s a huge unlock. If Fairing tells us LinkedIn drove the awareness that led to a Google conversion, we know to double down on LinkedIn, even though Google got the last-click credit.”
By understanding the customer journey more completely, Walklet and the team were able to recalibrate their budget allocation with confidence ensuring that top-of-funnel awareness channels like LinkedIn weren’t undervalued by last-click reporting.
Integration Made Easy: Deploying with GTM
Implementing Fairing via Google Tag Manager proved essential for Collectly’s speed-to-launch. As Walklet noted, “If we couldn’t do it through Tag Manager, it probably would’ve been a dealbreaker.”
By avoiding the need for engineering resources, Collectly was able to deploy Fairing’s survey sitewide in a matter of days rather than months, capturing responses at the moment of demo conversion and delivering immediate insights.
Emerging Signals: AI Discovery and Keyword Clarity
Collectly is also leveraging Fairing to capture emerging trends, like LLM-based discovery.
“I was shocked when I saw people saying they found us via ChatGPT. That’s a signal we wouldn’t catch in any traditional attribution tool.”
Additional follow-up questions like “What exactly did you search for?” provided invaluable data for keyword refinement that Google Ads no longer reliably delivers.
“Google Ads won’t show full search strings. But Fairing will. Seeing those longtail searches to optimize for - that’s gold.”
The Takeaway
Fairing has become a core tool for Collectly, enabling the team to validate budget decisions and uncover deeper attribution insights that traditional tools miss. The team uses it to:
Resolve "Direct" ambiguity, revealing true sources of awareness like LinkedIn and referrals
Identify LinkedIn’s drive behind branded search conversions, allowing for smarter spend allocation
Uncover emerging trends, like AI-assisted product discovery (e.g., ChatGPT)
Collect valuable keyword data for optimizing both their paid and organic search strategy
By bridging the gap between CRM and platform data against actual customer intent, Fairing gives Collectly the clarity they need to make smarter marketing decisions and grow with confidence.
Start understanding your customer’s path to conversion today - start a free 14-day trial of Fairing and see what attribution insights await.
