Herald
From click to confirmed booking. One truth.
The Problem
Dashboards lie
Google Ads says 40 conversions. GA4 says 28. The receptionist says 15 people actually booked. Three systems, three numbers, zero truth.
Attribution breaks at every handoff. Clicks don't mean calls. Calls don't mean bookings. Bookings cancel. Revenue is the only truth, and no dashboard shows it.
Architecture
Three sources. One intelligence.
Google Ads
Campaigns, keywords, search terms, quality scores, spend
GA4
Traffic, channels, conversions, pages, AI referral sources
Herald
13 MCP tools. Unified query interface. One token, all data.
CRM
Confirmed appointments, revenue, cancellations, lead pipeline
Ground Truth
Closed-loop attribution
Herald doesn't estimate conversions. It confirms them. Every booking in the CRM carries its full attribution chain — source, medium, campaign, landing page. No modelling. No guessing.
Click
User clicks ad. UTM parameters captured.
Visit
GA4 records session, source, landing page.
Book
Booking widget fires. Attribution flows to CRM.
Confirm
Real appointment. Real revenue. Ground truth.
Tools
13 MCP tools
Every tool is a pure query. Data in, structured response out. No dashboards to click through. Ask the question, get the answer.
Google Ads
get_performance
Campaign metrics: impressions, clicks, CTR, CPC, conversions, cost
get_keywords
Keyword performance with quality scores and match types
get_search_terms
Actual queries that triggered ads. Find intent quality.
list_changes
Who changed what, when. Before and after values.
run_query
Raw GAQL for custom analysis
Analytics
get_analytics_traffic
Sessions by channel with bounce rate and conversions
get_analytics_pages
Top pages: views, users, conversion rate
get_booking_call_events
Booking funnels: click, service selected, booked
get_ai_referral_traffic
Traffic from ChatGPT, Copilot, Perplexity, Claude, Gemini
Ground Truth
get_patient_attribution
Real appointments with full attribution chain
get_channel_breakdown
Bookings by channel: confirmed, cancelled, revenue
get_lead_pipeline
CRM funnel: new, contacted, booked, complete
run_analytics_report
Custom GA4 report with raw JSON request body
Scale
One server. Many accounts.
Single TOML config. Each account maps to its own Ads customer ID, GA4 property, and CRM database. Ask about any account by name. Herald resolves the rest.
[[accounts]]
name = "client-north"
customer_id = "123-456-7890"
ga4_property = "properties/987654"
atrium_db = "/data/north.db"
[[accounts]]
name = "client-south"
customer_id = "098-765-4321"
ga4_property = "properties/123456"AI Attribution
The new referral sources
People find businesses through AI now. ChatGPT recommends a dentist. Copilot suggests a clinic. Herald tracks these sessions separately — AI referral traffic is a first-class metric, not buried in “other.”
Built for revenue engineers.
Herald is the intelligence layer for ad management. If you manage campaigns and want ground truth instead of dashboard theatre, get in touch.
Get in Touch