Lead attribution and tracking
Lead attribution for law firms — the click, carried all the way to the signed case
Tracing a signed case back to the campaign that produced it takes access to the firm's intake and case management system — that is where the outcome is recorded. I work inside those systems, which is how the chain gets joined up.
The problem this solves
Each channel reports its own numbers, they rarely reconcile, and the one figure you actually need — what a signed case costs by channel — is not in any of them. So budget decisions get made on whoever presents most confidently.
What I actually do
- Call tracking by source, with numbers that survive into the case record
- Form and chat capture that carries gclid, UTMs, landing page and referrer through to intake
- Conversion actions that fire when you think they fire, verified rather than assumed
- Source fields built into SmartAdvocate or Litify so attribution lives where the case does
- Offline conversion import back to Google, so the platforms learn which clicks became cases
- One reporting view the managing partner can read without a translator
gclid capturedThe outcome is recorded in your case management system, so that is where the chain has to reach. Joining it up is the work.
How it gets measured
Cost per signed case by channel and campaign, from one source of truth, reconciled against your case management system rather than against a vendor's dashboard.
Measurement only reaches a signed case where I have access to your intake and case management system. Where I don’t, the chain stops at the qualified lead — and I will say so rather than estimate.
The rest of it
These are not separate products. A firm usually needs several, and which ones depend on what the diagnostic finds.
Not sure which of these your firm needs? That is what the diagnostic is for.