The vast range of digital marketing strategies, technologies, and tactics available to lawyers in the 21st century is overwhelming. However, among the most helpful tools for attorneys are call tracking metrics, which provide a wealth of critical insights regarding your firm’s digital marketing, website performance, conversion rates, and more.

Why is it so important for lawyers to incorporate a system for tracking call metrics? This post will discuss digital marketing tracking, call metrics, and the benefits that lawyers can gain by adding a call tracking system into their marketing strategies.

What Are Call Tracking Metrics?

In the world of digital marketing for lawyers, the ability to track leads and potential clients is a valuable resource. One of the most effective ways to monitor that data is with call tracking software. The software lets your firm record data from incoming phone calls. This information creates an extensive database for lead generation and conversions for the 1.3 million lawyers currently practicing in the U.S.

The primary purpose of tracking phone calls is to gain deeper insight and understanding into the success and effectiveness of your firm’s keywords, advertising campaigns, and marketing channels. Call tracking lets you organize call data into detailed reports, identifying the best ways to optimize your digital footprint and advertising techniques. Monitoring those vital metrics can increase lead generation, conversions, and clients—ultimately boosting your return on investment (ROI).

Call tracking metrics can apply to virtually any advertising channel, including:

  • Pay-per-click ads (PPC)
  • Web marketing
  • Print marketing
  • Billboard marketing
  • TV and radio marketing
  • Direct mail
  • Email marketing
  • SMS (short message service) marketing, also known as text message marketing

One-to-One Call Tracking

One-to-one call tracking generates individual phone numbers for each campaign, such as emails, direct mails, PPC, social media marketing, and so on. The system tracks critical call metrics, letting you measure how successful each lead funnel and advertising channel has been for your law firm.

Dynamic Number Insertion

Dynamic number insertion, or DNI, shows each website visitor a unique phone number when viewing your page. You can use the data this generates to determine the initial ad source, how visitors found your website, which pages they viewed, and more.

Which Call Tracking Metrics Are the Most Important?

Call tracking allows you to view various statistics, patterns, and data regarding incoming calls to your law firm. But which is the most important metric? In reality, they’re all essential.

Here are the most common call metrics that attorneys track to supplement their marketing strategies:

1. First-Time Callers: You can isolate call patterns from first-time callers to gain vital insights regarding the success of your local and organic search engine optimization (SEO) strategies and whether they generate quality leads.
2. Call Volume: You can understand which ad strategies drive most of your inbound calls.
3. Call Duration: Tracking call length shows you which campaigns result in the longest conversations—these provide the most conversion opportunities.
4. Landing Page Performance: You can gain a stronger understanding of how your PPC campaigns and conversion rates work together and their overall success.
5. Call Source: DNI is the best way to track call sources, as it allows for efficient data organization and pinpoints where you should focus your budget and time.
6. Previous Interactions: Determining which people have called your firm previously is valuable information for developing high-ROI retargeting campaigns.
7. Time of Day: Identify what time of day produces the most calls so you can adjust your PPC campaigns to reflect those time windows for maximum results.
8. Missed Calls: If you invest your hard-earned dollars in marketing to drive qualified traffic to your website, how many calls do you want to miss? This is an often underutilized and undervalued tool in managing your practice as it helps you identify holes in your team and weakness in your intake system.

Benefits of Tracking Call Metrics

Here are a few of the many benefits you can gain by using a call tracking system at your law firm:

Maximize Your Budget: Stop wasting your hard-earned money on advertising techniques that don’t drive results.

Measure Lead Quality: Determine which marketing strategies produce the best quality leads and highest conversions.

Identify Strengths and Vulnerabilities: Pinpoint your marketing strengths and vulnerabilities, then use that information to optimize your advertising techniques and digital footprint.

Increase Marketing ROI: Boost clicks, calls, and conversions by focusing your money and effort on the most profitable areas of your marketing to increase ROI.

Improve Client Service: Use the call tracking data to focus on improving your existing client services and reputation management.

Digital Marketing for Lawyers: Law Firm Marketing Pros

At Law Firm Marketing Pros, we know the importance of using a comprehensive approach when creating digital marketing campaigns for lawyers. After eight years of intensive research and development, we designed the Law Firm Client Generation System, which uses an all-inclusive strategy to drive the best, most qualified traffic that produces the greatest ROI. We invite you to look at case studies detailing the real-life results that law firms can gain from using our methods.

Our digital marketing and SEO experts will work closely with your law firm to develop a custom approach to your advertising, including important tactics like call tracking metrics, social media marketing, PPC, and advanced analytics.

Are you ready to drive growth for your practice and land more new clients than ever before? Put your digital marketing in the hands of industry experts. Call us at Law Firm Marketing Pros at (561) 948-5001 or fill out our online form to get started today.

Copyright © 2022. Law Firm Marketing Pros. All rights reserved.

This blog is not intended to be legal advice for a lawyer or law practice. No special relationship or privilege exists between you and the Blog and/or its owners, Law Firm Marketing Pros or its Affiliates (“LFMP”). LFMP IS NOT A LAW FIRM, and THE AUTHOR IS NOT AN ATTORNEY. You will be representing yourself and your law practice in any legal matter you undertake or any Client you represent as a result of your use of the information provided in the Blog, including any Services offered through the Blog and content available on the Site the Blog is published on, and in all other matters relating to you and your businesses. This Blog may provide audio-video content, referenced articles, newsletters, and other content for informational purposes only. In the process of providing this information, the Blog is engaged in the publication of information regarding business and management issues that may be commonly encountered by law firms. This blog is not a substitute for the advice of an attorney. This Blog does not review any of your answers to questions for sufficiency, provide legal advice, or analyze applicable law and apply it to your specific requirements. Accordingly, if you need legal advice for a specific issue, you are advised to seek the advice of your local, state, and/or national Bar Association.

Do you still have questions about digital marketing? Schedule an appointment with us today at (561) 475-4435. Click here to download one or more of our free tools, including a Digital Marketing Checklist for Law Firms.

Law Firm Marketing Pros
250 S. Central Blvd, Suite 100-A
Jupiter, FL 33458


We are your digital marketing partner that produce results using innovative and advanced approaches.  Schedule an appointment with us and see how we can make your Law Firm highly visible on major search engines. Our digital marketing team takes your business goals into account in formulating an effective strategy

The information you obtain at this site is not, nor is it intended to be, legal advice.
You should consult an attorney for advice regarding your individual situation. Contacting us does not create an attorney-client relationship.

Available Now on Amazon

in Kindle and Paperback

Skip to content