Attribution tells you exactly which content connected with a potential client, so you can better spend money on marketing efforts for your firm. Was it a blog post? A social media share? A Google review?
With content marketing in the legal field, attribution is the difference between saying “our blog got a ton of views last month” and saying “our blog brought in five consultations last month.”
Of course, attribution is tricky! But it’s the key to stop guessing and start making data-driven marketing decisions.
This article breaks down what attribution is, how it works, and why it’s worth your time.
What attribution actually means for law firms
In simple terms, attribution connects marketing activity (sources) to real inquiries or clients (impacts) for your law firm.
Attribution is not the same as analytics.
Here is an example that illustrates the difference between analytics and attribution.
Let’s say that someone searches Google, asking, “Do I need a lawyer after a car accident?” They land on a blog post written by your firm. A week later, they see your firm listed in Google Maps. Two weeks later, they see a retargeting ad, click it, and finally fill out the contact form.
Analytics will show:
- A blog post got traffic
- The Google Maps listing was viewed
- The clicked ad drove the final form submission
Attribution looks at the full client journey and how it all worked together:
- A blog post introduced the firm
- The Google Maps listing built trust
- The ad closed the loop
In other words, without attribution, the ad would get all the credit. But in reality, the final click is just one of several marketing touchpoints that contributed.
The main types of attribution models (and which matter for smaller firms)
Different attribution models can help answer different questions:
- Last-touch attribution: What was the final thing they interacted with before contacting us?
- First-touch attribution: What first introduced them to our firm?
- Multi-touch attribution: What sequence of events led to this lead? How did each contribute?
For smaller firms, first- and last-touch tracking can be a good place to start using tools like Google Analytics or HubSpot. Then, you can layer in multi-touch tools, or you can work with a marketing agency to keep track of which content actually builds trust over time.
How hard is attribution marketing, and how long does it take to work?
Let’s start simply. The good news is that attribution is mostly automated once you connect your website, forms, and CRM. You just need to set it up, review the data, and make decisions.
Setup: You may need a few hours to configure the process. You could also book a one-time meeting with a marketing consultant.
Ongoing: You can review monthly reports in 30 minutes if systems are working well, and you can easily generate (or ask for) a report.
Now here’s the key: meaningful patterns may not be immediately obvious.
- You may need to publish and track performance for 3-6 months
- Early data can be noisy, so don’t get too attached
- Regular monitoring is the best way to get a sense of what works
Analyzing your data can be a challenge, so work with a marketing consultant if you’re not sure what you’re looking at.
But how much does it cost? Well, it can be nearly free if you already use analytics tools and built-in report mechanisms. More advanced setups can run $50 to $500 per month for deep attribution, but most small firms don’t need this level of integration.
Benefits of understanding and applying attribution marketing
Attribution marketing can be a major boon to your confidence as a business owner. Data is the best!
Attribution can help you and your firm with:
1. Smarter budgeting: You can focus on what drives real consultations, not vanity metrics.
2. Clearer storytelling: You’ll see which topics and formats (case studies, FAQs, videos) attract ideal clients.
3. Proof of ROI: Data can help you justify marketing spend to your team (or yourself).
4. Faster feedback loop: You’ll know within 60 to 90 days which content types resonate.
The point is that attribution doesn’t just measure past performance. It guides and improves your next marketing content.
Is attribution worth it? (Short answer: yes)
For most lawyers, yes! Some kind of attribution marketing is well worth it because it shifts marketing from reactive to strategic.
Even simple attribution helps you:
- Stop wasting money on dead channels
- See where clients are really finding you
- Prove the value of content marketing to partners or stakeholders
The goal outcome is that, within 6 months, you can better align your marketing spend and content strategy around the things that are genuinely bringing clients in the door. Of course, it’s key to remember that getting people to your page is just half the battle. You also need a solid intake process to seal the deal).
Getting started: practical steps for lawyers
To get started with attribution marketing, first take stock of the data that’s available to you.
- Connect your systems: Link your website, Google Analytics, CRM (e.g., Clio Grow, Lawmatics), and ad platforms. Get comfortable checking them, or pay an agency to set everything up.
- Track inquiries by source: Use UTM links for forms, or add a “How did you hear about us?” field. Find ways to track sources.
- Map your funnel: Start outlining key stages in a client journey, like blog visit, newsletter signup, consultation form, to a signed client. Understand which pieces fit where, which work well, and where you need more effort.
- Review monthly: Look at your 3 to 5 top-performing pages or campaigns. Hold your marketing agency accountable for those regular reports. Connect the dots and note the patterns.
- Refine content strategy: Once the pattern is clear and you’re confident you have enough data, it’s time to create more of what works and retire what doesn’t.
Look, even a simple spreadsheet with source + lead + status is better than none. Attribution starts with a simple habit, not complex software.
Final tips
Attribution can unlock powerful insights that yield clarity and increase your marketing ROI.
Accountability matters in marketing, whether you’re a small team or a big firm. Money is precious, and attribution marketing can help you stand behind every cent you drop on marketing campaigns.
Start small by tracking leads and measuring trends. Because the firms that grow fastest aren’t the ones creating the most content, they’re the ones who are learning from it.
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