Better Attribution, Stronger Consent Controls: New Freshpaint Features to Enhance Your Marketing Measurement

If you’re running marketing in healthcare right now, you’re basically juggling three jobs at once:

1. Prove that your channels are actually working
2. Squeeze more performance out of a flat (or shrinking) budget
3. Keep the whole thing on the right side of federal and state‑level privacy laws

Freshpaint sits right in the middle of that tension. Our job is to help you see what’s really driving results and keep your strategy defensible. Recently we’ve been focused on:

• Better attribution in Insights so you can understand how channels work together across the patient journey
• Stronger first-party and consent controls so you can keep collecting the data you need in a way legal and privacy teams can live with

Read on to see how our latest features give you the firepower to improve your marketing performance, while staying compliant.

Multi‑touch attribution in Insights: move beyond last‑click

Most teams live in last-click reporting because it’s what they have accessible. But often it makes Google look like the hero and everything else look like a nice-to-have.

Multi-touch attribution (MTA) in Freshpaint Insights lets you see how your channels actually work together across the journey, not just who happens to be standing closest to the conversion. You can switch between models like Last Touch, First Touch, Linear, U-Shaped, and J-Shaped, and watch the story change as credit shifts across search, social, CTV, and your other paid channels. That opens up a few big use cases:

• Make budget conversations easier: Show which channels actually kick off journeys, which ones warm people up along the way, and which ones close — instead of letting last-click decide everything.
• Protect upper-funnel spend: Reveal when CTV and social are quietly doing more work than your reports give them credit for, so it’s easier to defend awareness and consideration budgets.
• Invest where it pays off most: See how different models change the picture so you can put more budget into the channels that drive the best results.

Cross‑device attribution (CDA): stop losing the plot when patients switch screens

The patient journey rarely happens on a single device anymore. Someone sees a CTV or social ad on their phone, then books later from a laptop, or vice versa. Historically, Freshpaint has given you a strong view of journeys that end on desktop web, but the path across devices has been harder to see.

Cross-device attribution (CDA) helps close that gap by connecting activity across phones, laptops, and other devices so more conversions can be tied back to the marketing touchpoints that actually influenced them. As a result, Google Ads, Meta, and your DSPs can see more of the conversions that actually happened, even when the ad interaction and the conversion occurred on different devices, giving bidding models a more accurate read on what’s working and improving optimization across your paid channels.

CDA and multi-touch attribution (MTA) work together but solve different problems: CDA connects the dots across devices, while MTA decides how to share credit across channels and touches. Used together, they give you a much more honest picture of how your marketing is actually working.

First-party Custom Domains: tracking that looks like it belongs

Legal, security, and privacy teams increasingly want everything on your site to look and feel first-party. When a scanner lights up on a third-party tracking domain, it can slow down approvals or invite scrutiny you don’t need.

First-party Custom Domains let you serve Freshpaint from a subdomain you own instead of a Freshpaint-branded domain. From a visitor’s browser and most scanning tools’ perspective, tracking now appears to come from your domain, not ours, which means:

• Privacy scanners see your brand, not a third-party pixel, so it’s easier to avoid “tracking” or “wiretapping” concerns
• More resilient tracking, because generic ad-block and filter rules are less likely to target a domain that clearly belongs to you

Behind the scenes, Freshpaint still operates and secures the infrastructure. You just get the benefit of having it live on a hostname that fits neatly into your existing web and privacy story.

Cross-domain consent: one decision, consistent everywhere

Freshpaint already includes a native consent manager that lets you run branded, state-aware consent experiences and tie those choices directly to what data gets collected and shared. The new piece is cross-domain consent.

In healthcare, consent has to work across your whole digital footprint, not just a single page — from marketing sites and portals to scheduling flows and sub-brands. With cross-domain consent, a patient can make a choice once (for example, on your marketing site) and have that decision respected as they move through related properties such as portals, scheduling experiences, and sub-brand microsites, without being asked the same question over and over. That means:

• A single, consistent consent experience across your domains
• Less friction for patients, fewer surprise prompts
• Enforcement that still happens at the data layer, so your analytics and advertising stack only sees what it should

You can use Freshpaint’s Consent Manager end-to-end, or run it alongside an existing CMP. Freshpaint will honor their consent signals and enforce them across your analytics and ad stack.

The Trade Desk for Audiences: bring compliant activation into programmatic and CTV

Freshpaint has expanded audience activation into The Trade Desk so you can turn imported and segmented audiences into custom audiences and keep them updated automatically over time. This new integration means less manual list management and an easier path into programmatic and CTV channels for teams that want to do more than search and social.

Official Microsoft CAPI Integration: move to the supported path

We’ve launched an official Microsoft Advertising Conversions API (CAPI) integration, built in partnership with Microsoft Ads.

Instead of relying on the older proxy setup, you can send conversion events directly from Freshpaint to Microsoft server-side. That gives you a more reliable integration and a better-supported path as Microsoft Ads evolves.

We’ve got more coming

We obsess over improving marketing performance, helping you prove your impact, and keeping healthcare marketing compliant. We’re shipping new products, features, and enhancements all the time.

Want to go deeper?

Talk to your Account Manager to make sure you’re getting the most out of Freshpaint and to get started with these latest capabilities.

Register for the “What’s New in Freshpaint” webinar – Join Jason Powers, VP of Product, and Kate Levin, SVP of Customer Success, for a live walkthrough of these updates and where the Freshpaint platform is headed next.