Category: Conversion

I log into his Google Ads account and check his permission level and he didn’t have a login, the agency had never created one, and when he asked for one they offered him read-only access to a dashboard that showed impressions and clicks but not what he was actually paying per click or where the…

We had a firm cut their highest-performing campaign because the cost per signed case was $2,500 when every other campaign was running at $500, and it took six months for anyone to notice that the expensive campaign was the only one producing med mal cases that settled for seven figures.

The firm opened a second office and the tracking system that worked fine for one location started producing numbers that made no sense, and it took about three months to figure out that every lead from the new office was being attributed to the original one because nobody reconfigured anything when they launched the new…

The report says traffic is up and leads are up and every chart has a green arrow, and then the managing partner asks why cases aren’t up and nobody in the room can answer that question, which is the whole problem.

The report says traffic is up and leads are up and every chart has a green arrow, and then the managing partner asks why cases aren’t up and nobody in the room can answer that question, which is the whole problem.

Tracking doesn’t mean what most agencies mean when they say tracking. They mean they installed a script that counts how many people visited your site and how many of them called. What I mean is that when a retainer gets signed three weeks after someone clicked an ad, we can tell you which keyword, which…

Everyone asks which platform is better and that’s the wrong question because they’re built for different problems, CallRail is basically a phone system with tracking attached and WhatConverts is a reporting dashboard with call tracking attached, and which one you need depends on whether your intake team is drowning in calls or your marketing team…

Your attribution model is the rule that decides which marketing channel gets credit for a signed case, and if the rule is wrong then every budget decision you make based on that data is wrong too, which is the situation about 82% of firms are in right now and most of them don’t know it.

I spent years looking at agency reports that said ‘you got 100 leads this month’ and it took me way too long to ask the obvious question which is ‘did any of those leads hire us and which ad actually produced them’ because the report couldn’t answer either one and nobody seemed to think that…