Mastering Marketing Attribution for Law Firms

Jun 11, 2024

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

I hope you enjoy reading this.
If you want my team to just do your marketing for you, click here.

As a law firm investing in marketing, one of the most important things you can do is nail marketing attribution. It’s a simple concept but exceptionally difficult in practice – almost no one is doing it correctly.
You’ll have a huge advantage for sustainable and profitable growth if you can get attribution right.

Let’s set your firm up for success with proper marketing attribution.

Introduction to Marketing Attribution

What Is Marketing Attribution?

Marketing attribution is the practice of determining which marketing tactics or channels are contributing to sales or conversions. In other words – where are your leads and clients coming from?

You may have suspicions about the sources of your leads, but the data often shows something different than perception. Good intelligence on lead sources is extremely important so you can make informed decisions about marketing your firm.

For example, imagine a potential client seeing your Google Local Service ad after getting a DUI. They click on the ad, connect with you, and hire your firm. In this scenario, we would attribute that lead to the Google Local Service ads channel.

Common lead sources include Google search (organic), Google ads, social media posts or ads, and more. As a marketing agency, we want to identify these sources to provide visibility in the right areas and help you invest your marketing budget wisely.

Why Marketing Attribution Matters for Law Firms

At the end of the month, law firms always want to know: Is our marketing working? Where is our money going? Why didn’t we see decent conversions from our ad spend?

These are valid questions that attribution data can answer. Without attribution, you’re left guessing about the impact of your marketing dollars. You must simply trust your marketing provider that the SEO, ads, social media, etc., are working.

With good attribution, you can clearly see the relationship between your marketing investment and your returns. You’ll know exactly where your leads and clients originated. This lets you strategically reallocate spending to your top-performing channels for maximum efficiency.

Knowing which marketing efforts yield the highest returns helps you allocate your budget more effectively, which in turn leads to better decision-making.

Master Marketing 1

Implementing Marketing Attribution

Setting Up Your Attribution Framework

Understanding that every client interaction counts, start by structuring your data collection. Integrated tools like WhatConverts, Google Analytics, and CallRail turn this data into actionable insights. Over time, these insights reveal where your marketing efforts hit the mark and where they fall short.

Our agency tracked lead counts and costs like clicks or impressions early on. However, we realized we needed to provide more transparency into the quality of those leads.

We now use a tool called What Converts to implement full marketing attribution correctly. It tracks lead counts and the entire journey from initial interest to becoming a client.

Our ideal attribution setup utilizes the following:

  1. A base layer of tracking with What Converts installed on your website
  2. Communication tracking of calls, forms, and chat through dynamic number insertion and integration with systems like Google Ads
  3. Automatically pushing tracked lead data into your firm’s CRM

This full setup solves key problems like:

  • Not knowing if your marketing is truly effective
  • Making decisions based on gut feelings instead of data
  • Over-spending on poorly performing campaigns
  • Under-spending on your best marketing activities

With accurate insights into your lead sources and downstream client acquisition, you can invest your marketing budget in the right places for sustainable growth.

Leverage attribution insights to sharpen your marketing strategy. Identify channels driving the most quality leads, then allocate more resources to them. Data-driven decisions enhance your marketing prowess.

Imagine knowing LinkedIn ads drive 30% of your client acquisitions. Shifting your budget there would be smart. Refine messaging based on what resonates most with your audience. Every click and interaction feeds into a more precise strategy, elevating your client acquisition game.

Overcoming Common Implementation Challenges

Hire Professionals for Proper Tracking Setup

When implementing marketing attribution tracking for your law firm, don’t try to wing it yourself. Having tracking software set up incorrectly will lead to bad data and flawed insights.

As the old sales adage goes – junk in, junk out. If your underlying lead tracking and attribution system isn’t configured optimally, you’ll make decisions based on inaccurate or incomplete information.

That’s why hiring experienced marketing professionals to handle this technical setup process is critical. They have the know-how to properly integrate call tracking, form tracking, ads platforms, CRMs, and more into one cohesive attribution model.

Going the DIY route raises risks of tracking gaps, double-counting, and other data quality issues. You want a seamless, accurate set of insights into your firm’s lead sources and client acquisition paths. Entrusting this to proven experts is well worth the investment.

Avoid a “Too Many Cooks” Tracking Conflict

If you’re working with multiple marketing agencies or vendors, be very careful about implementing different tracking software tools simultaneously. These platforms often don’t play well together when both are active.

The reality is that most third-party tracking scripts will conflict and overwrite each other’s data if they’re both trying to monitor the same website behavior. Instead of getting a unified attribution view, you’ll end up with inaccurate, negated data without clarity.

Choosing one lead agency or company to own and managing your tracking setup using their preferred tool is best. Having too many hands implementing different trackers will undermine data fidelity.

Once the tracking system is bedded in, you can potentially add additional tools for specialized purposes. However, consolidate ownership under one lead vendor to avoid a “too many cooks in the kitchen” situation that spoils your marketing insights.

Maximizing the Benefits of Marketing Attribution

Measuring Success and ROI

To truly understand the impact of your marketing attribution efforts, tracking key performance indicators (KPIs) is essential.

These can include metrics like client acquisition cost, lead conversion rates, and average client value. For example, if social media campaigns generate leads at half the cost of paid search, invest more in social media during the next quarter.

Measuring ROI isn’t just about numbers and spreadsheets. It’s about understanding where your marketing dollars are best spent. Start by calculating the total revenue generated from each marketing channel, then compare it to the cost of running those campaigns. Suppose your email marketing efforts brought in $50,000 in new client revenue and cost you $5,000. Your ROI for that channel would be 10:1, showcasing its effectiveness. Attribution tools can help track these metrics accurately, clearly showing your firm’s marketing performance.

Continuous Improvement and Optimization

The marketing world is ever-evolving, so your attribution model should follow suit. Regular evaluation and optimization of your strategy are crucial. Start by conducting quarterly reviews of your attribution data. During these reviews, assess which channels are performing well and which aren’t. For instance, it’s time to tweak your strategy if your PPC campaigns show declining conversion rates.

Always adapt to changes in client behavior and marketing trends. Stay flexible and ready to pivot. Optimize your campaigns for mobile users if you notice a shift towards mobile traffic. Adaptation is key. This agile approach fine-tunes your marketing efforts and ensures maximum efficiency and client engagement.

Master Marketing 2

The Benefits of Doing Attribution Right

Proper marketing attribution may seem daunting, but it provides immense value that can transform your ability to scale your law firm:

  • Draw a clear line from marketing spend to revenue
  • Get hard data instead of relying on gut instincts
  • Identify your most cost-effective lead channels
  • Optimize your budget for maximum advertising efficiency
  • Build long-term equity through your top-performing activities
  • Streamline your intake process as leads flow directly to your CRM
  • Hold your marketing agency accountable for real results

If you’re serious about scaling as you invest more heavily in marketing, you must have detailed attribution data. This is essential if you want to be efficient and get the most out of your marketing efforts.

By nailing your law firm’s marketing attribution, you unlock a cheat code for sustained growth. Don’t let your competitors gain this game-changing advantage first.

Patrick Carver

Do You Want To
Consistently Generate More Cases?

Got 15 minutes? Let me review your current metrics and provide a forecast of your potential growth based on our client results.

Share This