FindLaw reports contacts. Which ones became signed cases?
FindLaw builds your FirmSite, answers calls on its tracking numbers, staffs the chat and may run your Google and Bing campaigns, then reports it all in INSIGHT. What INSIGHT can't show is which calls, emails and chats became retainers, because that lives in your intake records. We tie each FirmSite contact to its ad click and send signed cases back to Google Ads and Meta, so you get a cost per signed case you can check yourself.
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FindLaw · what breaks
What goes wrong when FindLaw runs your site and your ads
- 01
"INSIGHT shows a pile of contacts. Our signed cases don't come close."
INSIGHT counts the calls, emails and chats your FindLaw subscriptions produced. It doesn't know which ones retained you, so you're judging a monthly PPC and website bill on inquiries, not cases.
- 02
You can't edit your own FirmSite to add a tag
FindLaw routes website edits through your Client Manager. A conversion tag, Meta Pixel or Tag Manager container becomes a support request, and unless someone tests it on a live practice-area page, a broken tag can sit there for months while you keep paying for clicks.
- 03
Directory callers get counted as ad conversions
Contacts arrive from your FindLaw.com profile, the FirmSite and PPC landing pages at once. If one number or conversion action covers them all, Smart Bidding learns from people your ads never reached.
- 04
Chat leads land in an inbox, not in Google Ads
WebChat Connect emails a transcript to the firm, and nothing FindLaw publishes says the ad click travels with it. Without that click ID, a chat that became a serious injury case looks the same to Google Ads as one that went nowhere.
FindLaw · the fix
What changes once FindLaw contacts are tied to cases
Google Ads bids on signed cases, not inquiries
Retainers from your intake records go back to the original click through Google's offline import, so bidding favors the practice areas and searches that actually sign clients.
FindLaw's own channels judged separately
Directory profile, organic, PPC and chat each carry their own source, so FindLaw's directory spend and its PPC management are judged on signed matters separately.
Accounts and tags you can see
Every conversion action, tag and tracking number on the FirmSite listed with who controls it, so renewal talks with FindLaw start from your numbers.
FindLaw · architecture
What FindLaw actually lets you hook into
FindLaw publishes managed services, not developer docs. These are the documented touchpoints; the rest we confirm with your Client Manager.
- 1
FirmSite edits on request
Changes go through your Client Manager. Confirm whether FindLaw will place a Google tag, Meta Pixel or Tag Manager container sitewide and on landing pages.
- 2
PPC landing pages on your FirmSite
FindLaw adds custom landing pages for the Google and Bing campaigns it manages. Confirm auto-tagging is on and the click ID reaches the form.
- 3
FindLaw Call Tracking numbers
Callers hear an IVR message, then reach your chosen number or an operator. Confirm what the call log exports and whether it records the campaign.
- 4
WebChat Connect and INSIGHT
Transcripts are emailed to the firm and shown in INSIGHT. Contact Attribution reporting may be available depending on your program.
- 5
No published ad-platform connection
We found no FindLaw documentation for GA4, Google Ads or Meta connections, webhooks, an API or Zapier, so signed cases go out from your intake system.
FindLaw · diagnose
Where FindLaw tracking breaks, in diagnostic order
Start with access: on a managed FirmSite, the first question is who can see and change the tracking.
- 01
Confirm who administers Google Ads and Meta
FindLaw's PPC page doesn't address account ownership, so we check yours.
- 02
Inventory tags on the live FirmSite
Tag Assistant and Meta's Pixel Helper on a practice-area page and a PPC landing page.
- 03
Map every phone number to its source
FirmSite header, landing pages, FindLaw.com profile and Google Business Profile.
- 04
Send a test form and a test chat from an ad-tagged URL
Check whether the click ID reaches the form email, the chat transcript and your intake record.
- 05
Compare three counts
INSIGHT contacts, Google Ads conversions and signed retainers for the same month.
FindLaw · prove
The QA evidence — FindLaw
Run on your live FirmSite and a real FindLaw Call Tracking number, never on a staging copy.
Source of truth
Your intake or case management records of signed retainers, cross-checked against FindLaw Call Tracking logs and WebChat Connect transcripts in INSIGHT
- A test form from an ad-tagged URL, with the click ID confirmed on the intake record.
- A test call to the number ad visitors see, counted once in Google Ads.
- One Meta conversion per signed case, with a shared event ID across browser and server.
- Directory-profile contacts confirmed absent from paid-search conversions.
- Signed retainers reconciled case by case against Google Ads over a closed window, repeated 30 days later.
FindLaw · free audit
What we check in the free audit
- Confirm who administers Google Ads and Meta
- Inventory tags on the live FirmSite
- Map every phone number to its source
- Send a test form and a test chat from an ad-tagged URL
- Compare three counts
Checked against
Your intake or case management records of signed retainers, cross-checked against FindLaw Call Tracking logs and WebChat Connect transcripts in INSIGHT
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FindLaw · when not to buy
When you don't need this on FindLaw
Plenty of firms on FindLaw are better off without us.
- If you pay FindLaw only for a directory profile and a website and run no paid ads, there's no bidding to feed; INSIGHT plus asking callers is enough.
- If almost every new matter comes from referrals or past clients, ad attribution won't change your decisions.
- If you're leaving FindLaw within months, build tracking on the new site. FindLaw says you keep rights to your site content when the contract ends.
- If your Google Ads account is in your name and already imports signed cases that match your intake records, leave it alone.
FindLaw · what we deliver
The event map on a FindLaw FirmSite
FirmSite form submitted
From practice-area and PPC landing pages, with the click ID kept on the inquiry where FindLaw allows hidden fields.
Tracked call answered
From FindLaw Call Tracking or Google forwarding numbers, counted once, with a minimum duration so hang-ups and IVR drop-offs don't count.
Chat engaged or hot-transferred
WebChat Connect conversations logged with their source, kept as a lead signal rather than a conversion.
Consultation set
From your intake software, the first step that tells bidding a contact was a real prospect.
Retainer signed
The conversion Google Ads and Meta optimize on, sent from your own records with the case type attached.
Excluded on purpose
Existing clients, opposing parties, vendor and solicitation calls, and directory-profile contacts that never touched an ad.
Written guarantee
95%+ tracking accuracy
Measured against Your intake or case management records of signed retainers, cross-checked against FindLaw Call Tracking logs and WebChat Connect transcripts in INSIGHT. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
FindLaw questions, answered
Ask your FindLaw Client Manager, since FirmSite edits go through them. FindLaw doesn't publish whether custom containers are allowed, so we request it in writing and check it fires on the live site.
It shows calls, emails and chats from your FindLaw subscriptions plus PPC metrics, and some programs add Contact Attribution. It doesn't hold your signed retainers, so it can't give cost per signed case.
FindLaw's PPC page doesn't say, so check your contract and ask for admin access. Conversion history in an account you can't access leaves with it.
It can, if both try to count the same call from the same page. We confirm which number an ad visitor actually sees and give each call one owner.
FindLaw says it joined the Martindale-Avvo portfolio under Internet Brands at the end of 2024. FirmSite, INSIGHT and call tracking are still sold under the FindLaw name.
Signed-case conversions sent from your intake records keep working, since they don't depend on the FirmSite. Confirm whether FindLaw Call Tracking numbers stay with you before printing them anywhere.
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