PatientLoop
PatientLoop is a US marketing attribution platform for dental practices and the agencies that serve them. Its website script detects where each visitor comes from, stores ad click IDs and UTM parameters in cookies for 90 days, swaps phone numbers for tracking numbers and tags forms and booking links, so calls and appointments can be tied to campaigns and revenue. This is marketing tracking that needs prior consent.
What does PatientLoop do?
What is PatientLoop?
PatientLoop is a marketing ROI and attribution platform built for dentistry, offered by Lasso MD in the United States. It is sold to dental practices, dental service organisations and, as white-label dashboards, to marketing agencies that need to prove results to their dental clients. PatientLoop connects to practice management systems such as Dentrix or Eaglesoft, uses tracking phone numbers and records calls, and links each lead and booked appointment to the marketing channel that produced it. Recent features include an AI conversion analyst and reports on why calls did not turn into bookings.
How PatientLoop appears on a website
The practice website loads cdn.patientloop.com/tracking-script.js. On each visit, the script classifies the traffic source from the referrer and URL: Google, Bing or Facebook ads, organic search, social networks, Yelp, Nextdoor and even AI assistants such as ChatGPT, Gemini or Claude. It then downloads the practice configuration and replaces the phone numbers in tel: links with a tracking number matching the source, fills hidden fields in forms and adds tracking parameters to online booking links. Technology scanners detect PatientLoop through the cdn.patientloop.com script address.
Cookies and personal data
The script sets a first-party cookie named source for one day and a family of pl_ cookies for 90 days, holding ad click IDs (gclid, fbclid, msclkid, gbraid, wbraid), UTM parameters, the landing page and the referrer. It stores a session identifier named pl_session_id in localStorage and sends it, with the source and campaign data, when a tracking number is shown. Calls to tracking numbers are routed through PatientLoop, which can record them, so phone numbers and call content are processed as well.
GDPR and consent
Storing ad click IDs for attribution and tying calls to campaigns is a marketing purpose, not something the visitor asks for. Under Article 5(3) of the ePrivacy Directive and the GDPR, the script must wait for consent. PatientLoop is a US service, so data go to the United States, and calls about dental care may reveal health information.
Practical steps
- Load the PatientLoop script only after marketing consent; without consent, visitors simply see the practice's normal phone number.
- Inform callers if calls are recorded and why.
- Sign a data processing agreement covering the US transfer and call recordings.
- List the source and pl_ cookies in your cookie policy.
PatientLoop and the GDPR
PatientLoop is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive)
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, HIPAA (United States)
Impact assessment (DPIA)
A DPIA is recommended because PatientLoop combines cross-channel tracking of visitors, call recording and linkage with practice management data that concern patients' dental care. Assess the transfer to the United States, call recording notices, retention of recordings and the access agencies have to patient-level data.
Sample text for your banner
With your consent, we use PatientLoop to understand which advertising or website brought you to us. It stores campaign information in cookies and may show you a tracking phone number; calls may be recorded and are processed in the United States.
What PatientLoop sets and contacts
- Tracking method
- Attribution script cdn.patientloop.com/tracking-script.js: classifies the traffic source (search, paid ads, social, AI assistants), stores UTM parameters and ad click IDs in first-party cookies, swaps the practice phone numbers for tracking numbers, adds tracking fields to forms and decorates online booking links.
- Server location
- United States (script served from Google Cloud Storage; US company)
- Data transferred outside the EU
- PatientLoop is a US service. The script is delivered from Google Cloud and sends the session ID, traffic source, UTM parameters and click IDs to PatientLoop endpoints, so visitor data are transferred to the United States.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| source | marketing | 1 day | Stores the classified traffic source of the visit (for example google_paid, facebook, chatgpt or direct) to choose which tracking phone number to display. |
| pl_* | marketing | 90 days | Family of first-party cookies (for example pl_gclid, pl_fbclid, pl_msclkid, pl_utm_source, pl_landing_url, pl_referrer) keeping ad click IDs, UTM parameters and first-touch landing information for marketing attribution. |
| pl_session_id | marketing | Persistent (localStorage) | Session identifier stored in localStorage and sent with captured phone number views to link calls and bookings to the visit. |
Third-party domains contacted (1)
cdn.patientloop.com
Frequently asked questions about PatientLoop
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What does the PatientLoop script do?
It identifies where the visitor came from, saves campaign and click IDs in cookies, replaces the practice phone number with a tracking number and adds tracking data to forms and booking links. This lets the practice attribute calls and appointments to marketing channels.
Which cookies does PatientLoop set?
A cookie named source kept for one day, pl_ cookies such as pl_gclid or pl_utm_source kept for 90 days, and a pl_session_id value in localStorage. All are set on the practice's own domain.
Is consent required for PatientLoop?
Yes. Marketing attribution and call tracking are not strictly necessary for the website, so the script should only run after the visitor accepts marketing cookies.
What happens if a visitor refuses consent?
If the script is blocked, the visitor sees the practice's normal phone number and booking links without tracking parameters. The website keeps working; only attribution for that visit is lost.
Does PatientLoop transfer data outside the EU?
Yes. PatientLoop is a US service and its script is delivered from Google Cloud. European practices must cover the transfer with an appropriate mechanism in a data processing agreement.
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