Marketing Analytics for Law Firms: 3 Essential Tools

A breakdown of our top 3 analytics tools and how to use them to measure marketing effectiveness.

TO:______Attorneys & Managing Partners
FROM:____Benji Albrecht, Founder and CEO of BPAgency
DATE:____February 9th, 2024
RE:______Analytics Tools & Google Fraud

I love analytics.

And since I love it, there are a handful of analytics tools I use over and over again. They've become part of my routine and I recommend them to every firm I work with.

📈 Here are my 3 favorite tools to measure marketing effectiveness:

Tool #1: Google Analytics 4 (GA4) - Google’s free web tracking tool tells you exactly where your website traffic is coming from and how many people are taking valuable action on your website.

Whether it be visiting a certain page, signing up for a workshop, or completing a contact form, knowing the percentage of traffic that converts into leads and clients is a critical piece of the measurement puzzle. I love GA4’s pre-built reports and how easy it is to compare periods and spot trends.

Tool #2: Google Search Console (GSC) - Another Google freebie, GSC shows you how many people viewed and clicked your webpages on Google Search. It also monitors your page experience and flags potential issues to fix. I love using GSC to find out what keywords my site is ranking for. I also use it to request indexing of new site content to help it rank higher, sooner.

Tool #3: CallRail - Call tracking software that helps you attribute calls to specific marketing campaigns.

For example, you can use one tracking number for a Google Ads campaign and another for a billboard so you can know which campaign is more effective at driving calls (and clients). I love CallRail because it helps me prove ROI.

Simply put, these tools help you know what’s working (and what isn’t).

Better yet? 2 of them won’t cost you a penny!

If you end up using them, let me know what you think!

📖 The Marketing Pulse

Google Investigates Local Ad Fraud: Nefarious companies are creating fake Local Services Ads accounts and linking to competitor Google Business pages. Monitor your Google Business listing and report anything out of the ordinary.

Lacking Conversions? Start with Mobile: 46% of local searches occur on mobile devices. Make sure your website is optimized for smaller screen sizes. Use click-to-call links and buttons to “pop open” your web forms.

Marketers Take Solace in a False Assumption: A Google Blog post on its new SGE experience (AI in the search results) ignited a firestorm of speculation that Google decided to abandon the project. Danny Goodwin of Search Engine Land makes a valid point: Google’s statement, “we’ll continue to offer SGE in Labs as a testbed for bold new ideas.” certainly doesn’t sound like the end to SGE. AI may be populating search results sooner than we think.

This email is brought to you by Benji and the team at BPAgency.

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