What to measure, what to ignore, and how to know your strategy is working
Not all numbers tell the full story. If you’re spending time and money on digital marketing for your law firm, it’s easy to get stuck staring at the wrong metrics, like clicks, impressions, or pageviews that look nice in a report but don’t actually tell you if your marketing is working.
Here’s the truth: You don’t need more data, you need the right data.
Let’s talk about which marketing metrics really matter for law firms and how to use them to make smarter decisions.
Vanity Metrics vs. Real KPIs
Vanity metrics are the numbers that look good on paper but don’t necessarily move the needle. Things like:
- Website traffic
- Social media likes or followers
- Ad impressions
Those aren’t bad to track, they just don’t tell you much on their own. Because at the end of the day, more clicks don’t pay the bills, new clients do.
That’s where KPIs, or Key Performance Indicators, come in. These are the metrics that actually measure success in a meaningful way.
The KPIs That Matter Most for Law Firms
If your goal is to grow your practice, these are the numbers to watch:
1. Leads (a.k.a. potential clients)
How many people are reaching out to you? This includes contact form submissions, phone calls, live chat requests, and even scheduled consultations.
2. Conversion Rate
What percentage of your website visitors are turning into leads? If your site’s getting traffic but no one’s contacting you, something’s off. It could be the messaging, the design, or the call to action.
3. Cost Per Lead (for paid campaigns)
If you’re running Google Ads or Local Service Ads, you want to know how much you’re paying for each qualified lead, not just how many people clicked the ad.
4. Call Tracking
This is a big one. We always recommend tracking calls from your website, ads, and Google Business Profile. It gives you insight into how people are finding you and which channels are working best.
5. Form Fills or Appointment Requests
Are people using your online forms? Booking consultations? These are clear indicators that your marketing is bringing in engaged potential clients.
6. Map Pack Performance (Local SEO)
Showing up in the Google Maps section is huge for local searches. We track impressions, clicks, and calls that come directly from your Google Business Profile.
What About Traffic?
Traffic still matters, but only when paired with context. For example:
- Are visitors staying on your site or bouncing off quickly?
- Are they visiting important pages like your practice areas or contact page?
- Are certain blog posts driving steady traffic that turns into leads?
Raw numbers don’t mean much without a deeper look at behavior and outcomes.
Measure What Matters
You don’t need to be a data expert to know if your marketing is working, but you do need to be looking at the right numbers. If you’re only tracking traffic or clicks, you might be missing the full picture.
At PointClick, we help law firms cut through the noise. We’ll show you what’s working, what’s not, and how to make smarter decisions based on real results, not just surface stats.
Want clarity on your marketing metrics? Let’s talk.
We offer free consultations and can help you track what really matters, so you can focus on growing your practice. Schedule your free consultation.
