When a client signs, what gets credit? The TV ad they saw three weeks ago? The Google search that brought them to your site? The retargeting ad that reminded them to call? Multi-channel attribution answers this question, and the answer determines whether CTV gets budget or gets cut.
Why Attribution Matters for Law Firms
Law firm marketing involves multiple channels: CTV/broadcast for awareness, search for capture, social for engagement, retargeting for reinforcement, and referrals for trust. Each claims credit for conversions. Without proper attribution, you’re making budget decisions based on incomplete or misleading data.
Attribution Models Explained
Option A
Option B
Last-Click Attribution
100% credit to the final touchpoint. Simple and widely supported, but ignores awareness channels entirely. CTV, display, and social get zero credit even when they influenced the decision.
First-Click Attribution
100% credit to the first touchpoint. Values awareness and discovery, but ignores everything that happened after. Use for understanding how people first find you.
Option A
Option B
Linear Attribution
Equal credit to every touchpoint. Simple multi-touch model, but treats all touchpoints as equally important (they’re not). Starting point for multi-touch thinking.
Position-Based (U-Shaped)
40% to first touch, 40% to last touch, 20% to middle. Values both discovery and conversion. Recommended balanced view of full funnel.
Option A
Option B
Time Decay
More credit to touchpoints closer to conversion. Reflects recency importance, but undervalues awareness that enabled later touches. Best for short consideration cycles.
Data-Driven Attribution
Machine learning determines actual influence of each touchpoint. Most accurate and adapts to your data, but requires significant conversion volume and complex setup.
The CTV Attribution Challenge
Option A
Option B
CTV's Unique Challenges
No clicks. CTV ads don’t have clickthrough. Delayed response. Someone sees your ad today, needs a lawyer in three weeks. Household matching required. CTV targets households, not individuals.
Modern Platform Solutions
Verified visits matching exposed households to website visitors via IP/device graphs. Extended windows (14-30 day lookback). 90%+ match rates for U.S. households.
Implementing Multi-Channel Attribution
Unify Data Sources
Connect all channels to a single tracking system: CTV platform API, Google/Microsoft Ads, Meta/LinkedIn, Google Analytics, call tracking (CallRail/Invoca), and your CRM.
Define Conversion Events
What counts as a conversion? Form submission, phone call, chat initiation, consultation scheduled, case signed. Track all of them. Different conversions have different attribution needs.
Set Attribution Windows
CTV: 14-21 days. Search: 7-14 days. Social: 7-14 days. Retargeting: 7 days. Longer windows capture more legitimate influence for law firms.
Choose Initial Model
Start with position-based (40/20/40) as a balanced approach. It credits awareness channels like CTV while still valuing conversion touchpoints like search.
Analyze and Adjust
Compare models monthly. How does channel credit shift? Which model aligns with business reality? Where are the biggest discrepancies?
Common Attribution Mistakes
Measurement Mistakes
- + Mistake 1: Defaulting to Last-Click. Ignores awareness channels entirely
- + Mistake 2: Short Attribution Windows. 7-day windows miss CTV influence
- + Mistake 3: Ignoring View-Through. CTV is 100% view-through by definition
Structural Mistakes
- − Mistake 4: Channel Silos. Total conversions exceed actual conversions
- − Mistake 5: Static Models. Attribution needs evolve as marketing mix changes
Fixes:
- Implement multi-touch model in GA4 or dedicated attribution platform
- Extend windows to 14-21+ days for awareness channels
- Incorporate view-through data appropriately
- Deduplicate across channels (one conversion = one credit)
- Review and adjust quarterly based on data patterns
Attribution Across the CTV-Search System
The CTV-to-search conversion path requires specific attribution treatment:
CTV Impression
40% credit (position-based model): the awareness that started the journey
Brand Search Click
10% credit: the action triggered by awareness
Website Visit
10% credit: the research phase
Form Fill
40% credit: the conversion touchpoint
Without multi-touch attribution, search gets 100% credit and CTV gets 0%. Completely misrepresenting reality.
Tools for Law Firm Attribution
Basic/Intermediate Tools
- + Google Analytics 4 (free, data-driven attribution)
- + Platform reporting (Google Ads, Meta)
- + CallRail for call attribution
Advanced Tools
- − MNTN (CTV with integrated attribution)
- − Rockerbox (multi-touch attribution)
- − Measured (incrementality testing)
Reporting for Stakeholders
Option A
Option B
For Partners/Leadership
Blended cost per case by channel. ROI by channel with proper attribution. Budget recommendations based on true performance.
For Marketing Teams
Touchpoint analysis by conversion type. Path analysis (common journeys). Attribution model comparison.
References
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- MNTN Research. (2023). Increased investment in CTV leads to better performance. https://research.mountain.com/trends/data-reveals-increased-investment-in-ctv-leads-to-better-performance/