Case Study: Griswold Home Care achieves marketing ROI and faster franchise growth with CallTrackingMetrics

How CallTrackingMetrics Helps Griswold Home Care Expand their Franchise Network

Griswold Home Care, a nationwide non-medical home care franchise with 200+ locations founded in 1982, needed better visibility into the full lead journey and a way to prove marketing ROI across its local and national channels. Vice President of Marketing and IT Ron Patterson and his team sought granular attribution so they could see which campaigns and locations were driving calls and conversions.

By deploying CallTrackingMetrics and assigning unique tracking numbers by location and campaign, Griswold gained end-to-end attribution and reporting, plus contact center features like call recordings, transcriptions, and AI keyword flagging. The platform let them optimize PPC and ad spend, standardize franchise development tracking, improve training and quality control, and drive higher local conversion rates — positioning the organization for continued nationwide growth and future linkage of call analytics to customer NPS.

Griswold Home Care

Ron Patterson

Vice President of Marketing and IT