Avvo calls logged as "Google"? See which cases Avvo signed and which your ads did
You pay for Avvo and you pay for Google Ads, and your intake team writes "Google" next to half the calls because that's what the caller said. Avvo can put its own tracking numbers on your ads and keeps a contact history on its side, but unless someone joins that to your case records, your intake software, GA4 and the ad platforms can't tell an Avvo client from a paid click. We connect those numbers to your intake, keep Avvo-sourced clients out of the conversions your ads bid on, and show cost per signed case for each channel.
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Avvo · what breaks
What goes wrong when Avvo and your ads both bring calls
- 01
"They said they found us on Google"
Someone who searched Google, landed on your Avvo profile and then called will often tell your intake team "Google." Avvo's contribution gets written down as Google, and your Avvo renewal looks like a loser even in months when it signed cases.
- 02
The Avvo number forwards into a Google tracking line
If the line an Avvo tracking number forwards to is one your call-tracking tool also counts for Google Ads, Avvo calls get reported as ad conversions and bidding learns from callers it never reached.
- 03
Avvo clients in your Google Ads signed-case uploads
When every retainer goes back to Google Ads as an offline or enhanced conversion, a case that started on an Avvo profile can be credited to an ad click the same person made weeks earlier. Smart Bidding then spends more on the searches that don't produce them.
- 04
No honest cost per case for Avvo
Avvo's report counts contacts, your case management counts signed matters, and your ad accounts count conversions. Without one view, renewing Avvo or raising your Google budget is a guess.
Avvo · the fix
What changes once Avvo is tracked properly
Avvo calls carry an Avvo label from the first ring
Each Avvo tracking number is tied to its practice area and placement in your intake records, so source no longer depends on what the caller remembers.
Your ads learn only from cases they drove
Signed cases with a Google or Meta click ID on the record go back to the platforms; Avvo-sourced cases stay in your reports and out of bidding.
One monthly number per channel
Avvo, Google Ads and Meta each get cost per consultation and cost per signed case from the same intake data, by practice area.
Avvo · architecture
What Avvo actually lets you hook into
Avvo leads start on avvo.com, not on your site, so there's nowhere to place your own tags. These are the hooks Martindale-Avvo documents, and the gaps we check.
- 1
Avvo tracking numbers on your ads
Avvo's advertising page says ads can carry separate numbers for geographic areas, practice areas and ad creative, set up by your Avvo specialist. Each one becomes its own source in your intake software.
- 2
Contact history download
Avvo's advertising page describes a contact report listing every contact's date, time, type and Avvo source, with the data downloadable. That's the file we reconcile against your intake log; we confirm what your account exports.
- 3
Campaign analytics in the my·MA portal
Martindale-Avvo's AdVantage ads run across Avvo, Martindale and Lawyers.com, with campaign analytics in the my·MA portal. We read campaign performance there and confirm which figures your portal reports.
- 4
Profile chat delivered to INSIGHT
Authority Suite adds chat on Avvo profiles and delivers qualified conversations into INSIGHT. We confirm how those reach your CRM so chats aren't left in a separate inbox.
- 5
No pixel, tag or click ID
We found no documented way to place a Google tag, Meta Pixel or Tag Manager on an Avvo profile. Zapier lists no Avvo-built integration, and we found no public API. Confirm whether your account shows anything different.
Avvo · diagnose
Where Avvo tracking breaks, in the order we check
Start with forwarding, because one Avvo number pointed at the wrong line can quietly feed Avvo calls into your Google Ads conversions.
- 01
Where each Avvo number forwards
A Google Ads or call-tracking number as the destination is the most damaging fault.
- 02
How intake records the source
Caller memory versus the dialed number: check which one your intake software uses.
- 03
Which signed cases go back to Google Ads and Meta
Every retainer, or only those with a click ID on the record.
- 04
Avvo profile traffic in GA4
Whether visits from avvo.com show as their own source and what conversions they're given.
- 05
Chats and messages reaching the CRM
Contacts that live only in Avvo's report or INSIGHT never get a signed-case outcome.
Avvo · prove
The QA evidence — Avvo
Run on real calls to your live Avvo numbers and real signed cases, not on test entries.
Source of truth
Avvo contact history downloaded from your account (date, time, contact type and Avvo source), matched to your intake records and signed retainers
- A test call to each Avvo tracking number, confirmed in your intake software with an Avvo source.
- Zero Avvo calls appearing as Google Ads call conversions over a closed week.
- Avvo contacts in the downloaded report matched one by one to intake records.
- Signed cases uploaded to Google Ads and Meta checked for a click ID on every record.
- Avvo profile visits confirmed as their own source in GA4.
- Cost per signed case calculated per channel from the same closed month.
- Repeated 30 days later and whenever Avvo issues a new tracking number.
Avvo · free audit
What we check in the free audit
- Where each Avvo number forwards
- How intake records the source
- Which signed cases go back to Google Ads and Meta
- Avvo profile traffic in GA4
- Chats and messages reaching the CRM
Checked against
Avvo contact history downloaded from your account (date, time, contact type and Avvo source), matched to your intake records and signed retainers
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Avvo · when not to buy
When you don't need this for Avvo
Plenty of firms on Avvo are fine with what Avvo's own report shows them.
- If Avvo is your only paid channel, its contact history already tells you what you're getting, and there's no ad platform to protect.
- If you don't upload signed cases to Google Ads or Meta and your intake software already logs the Avvo numbers correctly, leave it alone.
- If Avvo sends a few contacts a month, a source column in a spreadsheet will do the job.
- If the only fault is one Avvo number forwarding to the wrong line, ask your Avvo specialist to change where it rings; we'll tell you that on the call.
Avvo · what we deliver
The event map for Avvo leads
Avvo tracking-number call
Logged as an Avvo lead with the number's practice area or placement, never sent to Google Ads or Meta as a conversion.
Avvo message or profile chat
Pulled from the contact history or from INSIGHT, where Authority Suite delivers chats, into your intake software, labeled Avvo.
Visit from your Avvo profile to your website
Tagged as Avvo in GA4 where Avvo lets the website link carry campaign parameters, so form fills after it aren't credited to paid.
Consultation booked
The qualified stage, recorded per source and practice area from your intake records.
Retainer signed
The money event. Sent to Google Ads or Meta only when the record holds that platform's click ID; Avvo cases reported, not uploaded.
Excluded: repeat callers, existing clients, wrong practice area
Counted once or dropped, so neither Avvo's tally nor your ad conversions inflate.
FAQ
Avvo questions, answered
We found no documented way to do it. Avvo leads are measured through Avvo's tracking numbers and contact report, then joined to your intake records.
Avvo counts contacts by date, time and type, while your intake log counts people and cases. A caller who rings twice or calls and then messages shows up more than once on Avvo's side, and some contacts get logged under another source by your team.
No. Upload only cases with a Google click ID on the record. Avvo cases sent to Google teach Smart Bidding to chase searches that didn't produce them.
It depends on your practice area and market, and it's the first thing the audit answers. We divide each channel's spend by signed retainers from the same month of your own records.
Yes. AdVantage ads run across Avvo, Martindale and Lawyers.com, so we treat the network as one source and keep each tracking number as its own sub-source.
Authority Suite delivers qualified chat conversations into INSIGHT. Whether they then reach your CRM depends on your setup, so we check it and connect them if they don't.
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