Lunch Hour Legal Marketing The Truth About Marketing Attribution || LHLM Takeout
12 snips
Dec 4, 2025 Delve into the complex world of marketing attribution in legal practices. Discover how first-touch and last-touch models can mislead firms. Learn about the power of Lead Docket in tracking calls, web forms, and client feedback for real ROI insights. Explore the importance of recording client sourcing details and passing actual conversions back to Google for better optimization. Plus, hear about the innovative use of Zapier to enhance data accuracy in campaign tracking. It's a clarifying discussion that every legal marketer needs!
AI Snips
Chapters
Transcript
Episode notes
Automated Models Mislead Without Dual Sources
- Automated attribution (first-touch or last-touch) is commonly used but often misrepresents real performance, especially for Google Business Profile.
- Dual-source approaches combining automated data and human input give a deeper view of marketing impact.
Capture Full First-Touch Data
- Capture phone, form, UTM, referrer, campaign, click IDs and the exact landing URL to preserve first-touch details.
- Track which specific page (e.g., attorney bio) a prospect visited before contacting you to improve attribution accuracy.
Ask Detailed 'How Did You Hear' Questions
- Ask detailed intake questions like exact billboard or location to validate qualitative sources.
- Use custom fields and dropdowns plus follow-up questions to reconcile what clients say with tracked data.