The aged care sector is transforming rapidly. Between Australia’s ageing population, stricter compliance requirements and fiercer competition between providers, aged care facilities have to run like precise businesses built on quality care.
Square Meters Digital has found technology to be the key battleground. The right booking and CRM software for aged care allows you to connect care operations with your workforce and marketing efforts — providing you visibility from enquiry through to occupancy.
In this ultimate guide, we breakdown the best booking and CRM systems for aged care providers, how AI is powering efficiency and compliance behind the scenes, and how you can connect these systems with Google Tag Manager (GTM), Google Analytics 4 (GA4) and Meta Pixel to track every marketing dollar spent.
Why Aged Care Facilities Need an Integrated Booking & CRM Platform
Manual appointment booking and disjointed CRM platforms don’t cut it anymore. AI-powered software that combines care management, workforce automation, compliance tracking and lead conversion is now table stakes for aged care providers.
| Function | Operational Benefit | Marketing Impact |
|---|---|---|
| Resident Enquiry & Intake | Streamlines admissions from web or phone. | Converts leads directly from digital campaigns. |
| CRM & Case Management | Centralises resident, staff, and family communication. | Enables tailored messaging and retention. |
| AI Rostering & Workforce Analytics | Optimises staff utilisation. | Links workforce cost with campaign ROI. |
| Compliance Automation | Tracks care documentation and incidents. | Prevents audit risk, boosting brand trust. |
| Marketing Tracking (GA4, GTM, Pixel) | Connects web traffic to occupancy rates. | Turns marketing data into measurable growth. |
Combined, these systems empower aged care providers with a data-driven network that can measure occupancy (and care!) outcomes.
Square Meters Digital’s Evaluation Framework
When recommending software to aged care operators, we take into consideration:
- How platforms utilise AI & automation for staffing, care delivery, and compliance.
- Whether these platforms play nicely with Google Analytics 4 (GA4), Google Tag Manager (GTM), and Meta Pixel for marketing analytics.
- If software helps aged care providers meet their compliance requirements, such as Aged Care Quality Standards.
- How intuitive the platform is for clinical, operations, and administrative staff.
- Value-based scalability and pricing models that allow businesses to grow with software.
CareLink+ – Best All-Round System for Compliance and Care Delivery
Overview
Designed by Australians for aged care, home care and community service providers, CareLink+ centralises client billing, care documentation and workforce scheduling.
AI Features
- CareLink+ boasts an intelligent rostering engine that forecasts staffing levels based on client demand.
- Smart care planning automatically identifies missing care documentation.
- Predictive compliance alerts notify users when care plans or forms are overdue.
Marketing & Tracking Power
CareLink+ plays nicely with Google Analytics 4 (GA4), Google Tag Manager (GTM) and Meta Pixel.
Pros
- “Best-In-Class” compliance and auditing functions built for aged care.
- Automates rostering and scheduling for care staff.
- Comprehensive yet easy-to-use platform tailored for aged care businesses.
Cons
- Premium pricing out of reach for smaller home care businesses.
- Setup & onboarding takes time and assistance.
Square Meters Digital Opinion
CareLink+ is the winner for us. By far the best balance of care compliance and marketing tracking, CareLink+ gives operators visibility into occupancy growth while streamlining service delivery.
Lumary – Enterprise-Grade AI and Marketing Integration
Overview
Australian owned and powered, Lumary is one of the most comprehensive care platforms on the market. Serving aged care facilities, home care providers and mixed NDIS-aged businesses.
AI Features
- Lumary features a robust Predictive Analytics tool that forecasts admission rates and staffing requirements.
- Powerful AI reporting tool generates data insights around clinical care and financial reporting.
- Tasks, compliance documents and communications are automatically routed to the right staff via Smart Workflow features.
Marketing & Tracking Power
Lumary integrates seamlessly with GA4, GTM and Meta Ads Manager. (Being built on Salesforce)
Pros
- Best-in-Class AI features for workforce automation and reporting.
- Seamless integration with Salesforce ecosystem.
- Suitable for large, enterprise aged care providers.
Cons
- Steep learning curve (Salesforce users only).
- Pricing too high for smaller home care businesses.
Square Meters Digital Opinion
For really large aged care providers or businesses with multiple service facilities, Lumary’s Salesforce foundation makes it ideal for deep marketing integration and custom AI reporting.
ShiftCare – Ideal for Home Care and Community Aged Services
Overview
ShiftCare is commonly used among home nursing agencies and community aged care providers. Known for its strong rostering tools and easy-to-use interface.
AI Features
- AI Smart Rostering automatically assigns care workers based on location, skills, and shift preferences.
- Gain visibility into service delivery with Predictive Reporting.
- Automated communications platform sends shift reminders to care staff and families.
Marketing & Tracking Power
Through Zapier, ShiftCare can integrate with GA4, GTM and Meta Pixel. Allowing you to track enquiries from Facebook Ads or website contact forms.
Pros
- Very affordable for Australian home care businesses.
- Simple to onboard and navigate (especially on mobile).
- Robust native calendar app for field workers.
Cons
- Struggles to scale to large aged care facilities.
- Limited reporting capabilities (Paid add-on).
Square Meters Digital Opinion
ShiftCare is our pick for affordable home care providers who need a simplified booking software that easily integrates with GA4, GTM and Meta for actionable marketing data.
Epicor Senior Living Solution (SLS) – Powerful ERP for Large Facilities
Overview
Enterprise-grade solution for large aged care providers built by Epicor Software. Integrates scheduling, HR, finance and care documentation in one single system.
AI Features
- AI Forecasting insights identify operational and financial trends.
- Smart Compliance tool scans for missed audits and documentation.
- Uses Maintenance scheduling to predict repairs and replacements.
Marketing & Tracking Power
Epicor Senior Living Solution allows you to connect GA4, GTM and Power BI to unlock marketing-oriented insights across your entire operation.
Pros
- Powerhouse of reporting & analytics.
- Best suited for larger aged care providers.
- Integrates with Microsoft products out-of-the-box.
Cons
- Pricey. Unless you’re a large operator, it’s overkill.
- Quite difficult to setup.
Square Meters Digital Opinion
Epicor is the Salesforce of aged care platforms. If you’re a large aged care group, hospital-affiliated provider or growing to scale then Epicor SLS was made for you.
Person Centred Software (PCS) – Best for Resident Experience and Care Tracking
Overview
Software built with care providers and care recipients in mind. Person Centred Software focuses on easy data collection and maximising resident wellbeing.
AI Features
- Detects changes to resident behaviour with AI Observation tracking.
- Use AI-predictive alerts to proactively manage resident health.
- Automated care reports summarise care outcomes for residents’ families.
Marketing & Tracking Power
PCS can be integrated with your existing CRM + analytics software via Zapier, allowing you to track enquiries all the way through to converted residents.
Pros
- Easy-to-use data entry tools that give real-time insight to quality of care.
- Smooth native mobile app and interface.
- Focuses on empowering staff to give the best possible care.
Cons
- No built-in marketing or advertising tools.
- Will need to integrate with external CRM software.
Square Meters Digital Opinion
PCS works best for smaller providers that want easy-to-use software focusing on quality care outcomes. By integrating with your marketing stack, you’ll still get measurable marketing visibility.
How AI and Automation Are Transforming Aged Care
AI automation is revolutionising aged care behind the scenes. From smart rostering and care documentation, to predictive compliance and sentiment analysis — operators are leveraging AI to save time and focus on what matters: caring for clients.
- AI Predictive Care Planning — Anticipates resident care needs with AI insights.
- Smart Rostering Automation — Staff can pick shifts based on SMART preferences. AI automatically schedules around availability.
- Sentiment Analysis AI — Software that analyses text to understand mood. Useful for analysing open-ended family feedback.
- Marketing Attribution AI — Connects CRM & account data to advertising campaigns for true ROI.
- Automated Compliance Monitoring — Platforms that automatically scan for missed audits/forms.
Connecting your booking and CRM platform to GA4, GTM and Meta Pixel allows you to track these efforts (and calculate marketing ROI).
Square Meters Digital’s Verdict: CareLink+ Wins for Compliance and Growth
After extensive research and platform-testing with aged care providers, CareLink+ was our clear winner.
| Criteria | CareLink+ | Why It Wins |
|---|---|---|
| AI Features | Predictive staffing, compliance alerts | Reduces risk and boosts efficiency |
| Marketing Integration | GA4, GTM, Meta Pixel | Tracks enquiries to occupancy |
| Compliance | Aligned with Aged Care Quality Standards | Simplifies audit processes |
| Scalability | High | Suitable for both single and multi-site providers |
CareLink+ won our hearts for its simplicity and functionality. If you have multiple service facilities or want deeper insights, check out Lumary. Otherwise, ShiftCare is ideal for home care providers that need a simple booking solution that integrates with GA4, GTM and Meta.
Final Thoughts: Building a Future-Ready Aged Care Operation
There’s no margin for error in aged care. By adopting AI-powered care planning, intuitive CRM software, and leveraging marketing analytics providers can future-proof their business.
Here at Square Meters Digital we specialise in connecting CareLink+, Lumary, ShiftCare and more with the 3 pillars of digital marketing tracking (GA4, GTM & Meta Ads). With custom set-ups from our team, you’ll know exactly which campaigns are contributing to enquiries, occupancy — and yes, quality care.
Want to join thousands of aged care businesses putting their data to work? Get in touch with our team to learn how you can build a marketing-friendly ecosystem that measures — and grows — with you.
