Conversion tracking for immigration law, measured in signed cases

The managing partner's version usually goes like this: Google Ads reports a busy month, the front desk says much of it was people asking for their USCIS case status or a consulate appointment, and the Spanish line rang all week with hardly an intake record to show for it. Government-process searches match immigration keywords, bilingual staff take calls in a second language and never log them, and the paid consultation is booked and paid in a scheduler or checkout the ad tags never see. The ads get credit for people looking for a government office, and none for the consultations clients actually paid for.

What that costs is a bidding system trained on the wrong callers. It buys more of the searches that produced a long call about the green card lottery and fewer of the ones that produced a paid consult on an asylum or removal case. A ten-minute check: filter last month's search terms for status, appointment, lottery and form names, then count how many Spanish-language calls have an intake record in Docketwise, Clio or Lawmatics.

Fixed means every consultation booked or paid carries its source, its language and the click ID where there was one, government-process searches sit in a maintained negative list, and directory and LSA leads are matched to intake by phone number. Then cost per paid consult and per retained matter can be read by channel and by language. That is the picture the free audit starts from.