If you can't answer that, you're not doing marketing. You're guessing. Most firms operate blind. We build the system that connects every dollar to every signed case.
Here's what most firms get every month: a PDF with impressions, clicks, and leads. Maybe a cost-per-lead number. Looks great on paper. Means nothing at the bank.
Leads aren't cases. A $30 lead that never qualifies costs more than a $300 lead that signs. Without marketing attribution, you can't tell the difference. You're optimizing for the wrong metric.
Call tracking alone won't fix it. It captures the last step. Real attribution traces the full journey: from the CTV ad a prospect sees, through the branded search two days later, to the phone call, intake, and signed retainer. Every touchpoint. Every dollar.
Attribution isn't a report. It's infrastructure. We build the pipeline that connects your ad spend to your caseload.
Track the path from CTV impression to branded search to phone call to signed case. Every touchpoint recorded, weighted, tied to revenue.
Unique phone numbers by source, campaign, and landing page. Every call recorded, scored, matched to the ad that drove it.
Marketing data meets intake data. When a lead signs, we trace it back through every touchpoint that influenced the decision. No guessing.
Cost per signed case by channel, campaign, and market. Not cost per lead. Not cost per click. The metric that matters to your bottom line.
Attribution data shows where to spend more and where to cut. We reallocate budget monthly based on what's producing cases, not clicks.
A real case doesn't start with a phone call. It starts with awareness. Here's what the full path looks like when you're actually tracking it.
Prospect sees your 30-second spot on Hulu. Household-level data records the view.
Two days later, they Google your firm's name. Your branded search campaign captures the click.
They visit your site but don't call. A programmatic display ad follows them across the web.
They call your office. Dynamic number insertion ties the call to every prior touchpoint.
CRM data confirms the retainer. Attribution closes the loop from first impression to signed case.
This is the question every firm asks. Here's the technical answer. Four systems connected. No gaps.
Your CTV campaign builds a LiveRamp household audience. Every household that sees your spot gets logged with a deterministic ID. Not cookies. Not probabilistic matching. A household-level identity resolved against the IP graph.
That audience pool pushes to GA4 as a segment. You can see exactly which households from your CTV campaign later visited your site.
Every visitor gets a dynamic number based on how they arrived. CTV viewer who searches your name? Different number. Direct visit? Different number. Google Ads click? Different number.
When they call, CallRail captures the source, the keyword (if search), the landing page, the call duration, and whether it converted. That data fires back to GA4 as an event.
GA4 receives three data streams: CTV audience segments, CallRail call events, and website behavior. When a household from the CTV audience visits, calls, or fills a form, GA4 fires an event and matches it to the CTV exposure.
That's not "someone in Houston called." That's "household 4A7F from your Q1 CTV campaign searched your firm name on day 3, visited the car accident page, and called 11 minutes later."
Fivetran closes the loop. CallRail call data and GA4 conversion events pipe back into your CTV network of 150+ premium streaming publishers. The network sees which impressions drove calls, which households converted, and which dayparts perform.
That feedback loop is the whole game. Your CTV campaigns optimize against actual calls and signed cases, not impressions or completed views. Every dollar traces from screen to phone to retainer.
This isn't theoretical. This is the stack running right now for firms spending $50K+/month on media. The firms that can't answer "which channel produced which case" are the firms that change agencies every 18 months.
We don't touch campaigns until tracking is in place. Data comes before decisions.
We install call tracking, set up dynamic number insertion, connect your CRM, and build the attribution pipeline. Tracking goes live before any campaign changes.
Data flows. We establish baselines for every channel, campaign, and market. You'll see the first cost-per-case numbers within weeks. Some channels will surprise you.
Now we have the data to make real decisions. Budget shifts to what produces signed cases. Underperformers get cut or fixed. Every month, the system gets sharper.
We'll map your tracking gaps and show you where cases fall through the cracks. No guessing.
We integrate with CallRail, Marchex, and other platforms depending on your CRM and tech stack. The platform matters less than the integration. What matters is that every call ties back to the ad, keyword, and channel that produced it.
Weeks, not months. The instrumentation phase takes one to two weeks. After that, data starts flowing immediately. You'll have your first cost-per-case numbers within 30 days. The model gets more accurate over time as we calibrate scoring and match rates.
No. We integrate with what you have. Litify, Filevine, Clio, Salesforce, or even spreadsheets. The goal is to connect marketing data to intake data without disrupting your workflow. We adapt to your systems.
Call tracking tells you which ad drove a phone call. Attribution tells you which combination of touchpoints drove a signed case. A prospect might see a CTV ad, search your firm name two days later, click a retargeting ad the following week, then call. Attribution captures the full journey. Call tracking only sees the last step.