The situation
Google Ads reports one number of "conversions" for the month, and your case management system reports a different, usually much smaller, number of new matters - and someone always asks why they don't match.
The pain
Without a record-level reconciliation, the honest answer - they're not supposed to match - sounds evasive even when it's true, and it doesn't tell anyone whether the gap is normal or a sign something is broken.
What we implement
We reconcile the two systems record by record, matching each ad-platform conversion event to a call, form, or intake record, and each of those to a case-management outcome - what's called intake-to-case reconciliation - so the gap between the two numbers is explained rather than argued about.
What you get
- A documented, explainable answer for why the two systems' numbers differ, ready before anyone asks.
- Ad spend decisions based on the case-management outcome, not the platform's self-reported conversion count.
- Early warning when the gap between the two numbers changes in a way that signals a tracking break, not normal variation.
Illustrative: a firm might find Google Ads reports three times as many conversions as new matters opened, and that ratio stays stable and explainable once the funnel stages are mapped - illustrative scenario. The acceptable ratio, if there is one, differs by firm and is not a fact this page can state in general.