Law Firms and Call Tracking: Got ROI?

Updated August 19, 2016 

Is the phone ringing at your law firm? How do you know?

A hunch?

A feel?

Manual records created by staff?

Think about it.

If you have to consult a piece of paper or a document that’s added to throughout the day to tally the score, something is going wrong.

If you simply don’t know, something is going very wrong.

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Let’s say your firm is spending money on Adwords or Facebook targeting. Chances are the ads you’re running have your phone number on them somewhere, and you’re paying for the exposure. Is the campaign effective?

When it comes to calculating your ROI from advertising, the only way to know is to measure.

If you are tracking phone calls, but with some sort of archaic pen-and-paper or otherwise similar tracking method, you do not have accurate data. Potential clients calling a firm are interested in solving a problem, not giving accurate data on how or why they called.

Call tracking is a necessary step for any law firm spending money on the internet.

Welcome to the Digital Age of Call Tracking

By call tracking software we don’t mean NSA-style phone bugs, but instead a program that keeps a running tally of both the calls you’ve received, and where those calls came from. If you’re running a Google AdWords campaign and a Facebook campaign at the same time, it’ll help you to better judge the performance of each (and whether it’s worth the money you’re putting into them) if you can consistently tell where your calls are coming from.

Our preferred call tracking software is CallRail. CallRail helps to address each of those issues in one place, and ultimately ends up making not only your results more accurate, but your life overall just plain easier.


Note: CallRail isn’t paying us for this, or endorsing it in any way. We just love it that much.

So How Does it Work?

With CallRail you can:

1) Choose a static number (or numbers) which is sometimes better for local SEO


2) Utilize what is called “Dynamic number insertion (DNI).”

Option #1: Static Number(s)

A static number is one that’s just that: static. It stays the same no matter what, which makes it an invaluable tool for a local SEO campaign (check out this post if you’re not sure of the difference between local and organic SEO). By creating a static number you give yourself the ability to present to the world a consistent number to reach your business, while also at the same time creating the opportunity to be able to monitor your phone activity in a precise manner.

Option #2: DNI

Dynamic number insertion sounds like a complicated concept, but it’s actually quite easy to work with. Through the CallRail interface you will create a pool of numbers, and as people visit your website they’ll each be assigned a unique number from that pool for that visit. What this allows for is the opportunity to track individual users on a more detailed basis. You’ll be provided with useful information like their referral source, what page they landed on before placing a call, what page they ultimately called from, and any other pages they visited during that process. This is an exceptionally valuable tool for tracking multiple campaigns and getting a better insight into what your website visitors are doing while visiting. DNI is essential for tracking the success of a content marketing campaign because you can quickly see whether the pages you’re creating are producing calls.


You can sort and filter your calls by the criteria you’ve been given, assign specific calls a certain value, separate out first-time callers from the pack, leave notes on specific calls, and much much more that can ultimately be valuable to any campaign.

CallRail, like any useful analytics software, also integrates well with Google Analytics to help present all of your data in one place. The name of the game here is efficiency, and this type of call tracking software certainly helps in that regard.

The Bottom Line

Calls can and should be measured just the same as a contact form submission, email subscription, or any other action that you deem a return on your ad dollars spent. Failing to measure where your calls are coming from sets you up for inaccurate results at the end of the day, and ultimately can hurt your advertising efforts via unintentional neglect. Every piece of information that can be analyzed to measure the effectiveness of something you’re spending money on is worth its weight in gold (bytes?), and calls always have been, and will continue to be, part of that category.

Sound like a pain? Well, that’s why people like us are happy to do it for you.