The situation
You spend real money on $100 to $150 clicks for personal injury and other high-value practice-area terms, and the ad platform reports how many clicks it delivered and even how many "conversions" it thinks it produced.
The pain
None of that tells you which clicks turned into an actual signed client, so the number reported to the partners is an estimate dressed up as a metric - and every renewal conversation runs on that estimate.
What we implement
We build a call-and-form attribution map that follows each click through to the call or form it produced, then reconciles that record against your case management system's signed matters - what's called multi-touch attribution, closed at the matter level rather than the click level.
What you get
- Marketing budget allocated to the campaigns proven to produce signed clients, not just clicks or platform-reported conversions.
- A defensible cost-per-signed-case number ready before the partners meeting, not assembled the night before.
- Fewer disputes with the agency over what a "conversion" actually means, because the definition is fixed at the matter level.
Illustrative: a personal injury firm whose ad platform reports 61 monthly conversions might find, once calls and matters are reconciled, that a different and cheaper campaign produced most of the actual signed cases - illustrative scenario, not a measured result. The mechanism, record-level reconciliation, is the constant; the numbers at any given firm are not.