How we measure
Every client gets the same scorecard with the same definitions, agreed in writing before the first ad runs. Here is exactly how each number is counted.
The scorecard
| Metric | Definition | Source |
|---|---|---|
| Ad spend | Media cost paid to ad platforms, by channel and campaign. Our fee is excluded and shown separately. | Ad platforms |
| Lead | A unique inquiry after duplicates are removed: a form submission, or a call longer than an agreed duration. | CRM, call tracking |
| Qualified lead | A lead that meets your firm’s written case criteria at intake. | CRM |
| Contact rate | Leads reached by a person, divided by all leads. Automated messages don’t count as contact. | CRM |
| Speed to lead | Median minutes from inquiry to the first live conversation with a person at the firm. | CRM, phone system |
| Consultations | Consultations booked, and consultations held, reported separately. | CRM |
| Signed case | A retainer signed by the client and accepted by the firm. | Case system |
| Cost per signed case | Ad spend divided by signed cases from the same lead-month cohort. Also reported with our fee included. | Calculated |
| Attribution completeness | Signed cases with a known source, divided by all signed cases. | Calculated |
| Case mix | Signed cases by case type and language. | Case system |
| Fees and contribution | Reported only where your firm shares accounting data, and never treated as equal to signed cases. | Your firm, with permission |
Counting rules
- Signed cases are counted by lead month.
- Workers’ comp and injury cases often sign days or weeks after the first call. A case is credited to the month the lead arrived, so spend and outcomes sit in the same window. Recent months fill in over time, and we say so on the report.
- Every figure is labeled verified or estimated.
- Verified means it came from your case system or CRM. Estimated means it was modeled, for example when a platform reports conversions it can’t fully track. We never mix the two in one total without saying so.
- Attribution completeness is reported next to cost.
- If only 70% of signed cases have a known source, cost per signed case by channel describes those 70%. You see the share every month.
- Practices aren’t compared as equals.
- A signed workers’ comp case and a signed trucking case are worth very different amounts. Cost per signed case is reported with case mix, never as one blended number across practices.
- Our fee is shown separately.
- Cost per signed case is reported twice: ad spend only, and with our fee included.
What never goes to an ad platform
- Injuries, diagnoses or medical details
- Case notes, intake answers or call recordings
- Anything your counsel hasn’t approved
Signed-case stages go back to Google and Meta with neutral event names and hashed contact identifiers only.
How case studies are published
A case study appears on this site only when the firm has given written permission and the source data is on file. Each one uses the same format: the market and practice, the starting point, what changed, results with dates and definitions, and a quote with a signed release.
Results from one firm don’t predict results for another. Markets, intake and case criteria differ.
Start with your numbers
Book a 30-minute call. Bring last month’s ad spend and signed cases if you have them. If you don’t, that’s where we’ll start.