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GavelLegal intake and practice software

Your Gavel bundles sell. Google Ads says they don't.

A client clicks your estate planning ad, then opens a Gavel workflow on your gavel.io subdomain and pays for the will package through Stripe there. Your Google tag and Meta Pixel never see that payment. We take the sale from Gavel's Workflow Completed trigger and your Stripe records, tie it to the ad click, and send each paid bundle to Google Ads and Meta at its real price.

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By Ariful IslamHow Gavel works ↓

Gavel · what breaks

What goes wrong when you advertise Gavel workflows

  1. 01

    "Google Ads shows clicks but no sales on my will package"

    Payment happens inside the Gavel workflow, on Gavel's domain, so your site tags stop at the button. Smart Bidding learns from page views and keeps buying clicks that never pay.

  2. 02

    "The intake I embedded goes blank on iPhones"

    Gavel's own docs warn that Safari on iOS blocks cross-site embedded content by default. A probate prospect on an iPhone sees an empty box, and you lose the lead and the data.

  3. 03

    "Every started questionnaire looks like a lead"

    A visitor who quits a business formation wizard, or hits a Kickout Page that screens them out, gets counted next to the client who paid. Cost per lead looks fine while cost per paying client climbs.

  4. 04

    "I can't tell which campaign sold the formation package"

    Gavel documents no hidden field or URL-parameter capture, so the click ID never reaches the session. Formation and estate planning campaigns get judged on the same blur.

Gavel · the fix

What changes after we fix it — Gavel

  • Google and Meta see the paid bundle

    Each Stripe payment for a Gavel bundle goes back as a purchase at that bundle's price, so bidding chases buyers.

  • Each sale traced to the ad that started it

    The click ID is stored on your side and joined to the Gavel session by email, or prefilled through Gavel's API on Scale plans.

  • Screened-out and abandoned sessions stop counting

    Free intakes, Kickout Page exits and paid bundles become separate signals, and only the profitable ones get bid on.

Gavel · architecture

What Gavel actually lets you hook into

From Gavel's help docs and Zapier listing. Anything undocumented we test on your account.

  1. 1

    Hosted workflow links and bundle cards

    Workflows run on your gavel.io subdomain, reached by direct link or an embedded bundle card.

  2. 2

    Iframe embed and custom subdomain (Pro and Scale)

    Embedding is switched on by Gavel support. A CNAME like docs.yourfirm.com keeps the workflow on your domain, Gavel's stated fix for iPhone Safari.

  3. 3

    Stripe Connect payments

    One flat price per bundle, charged before the workflow starts or before documents generate. Payments land in your own Stripe account, our record of every sale.

  4. 4

    Zapier: Workflow Completed, Create and Populate a New Session

    The trigger fires when a named workflow finishes; the action starts a prefilled session and returns a continue link.

  5. 5

    API on Scale plans

    Creates a prefilled session and returns a continuation URL, the documented way to put a click ID into a session.

  6. 6

    No tag or pixel setting

    No documented field for Google tags, GA4, GTM or the Meta Pixel, and no URL-parameter capture. We confirm on your account.

Gavel · diagnose

Where Gavel tracking breaks, in the order we check

Most firms lose the sale at the jump from their site to Gavel's domain, so we start there.

  1. 01

    Follow one ad click onto Gavel

    yourfirm.gavel.io, a custom subdomain, or an iframe on your page? Each needs a different fix.

  2. 02

    Look for any tag firing on the Gavel page

    Usually none fires, which is why the platforms only see the visit.

  3. 03

    Open your embed on an iPhone

    If Safari shows a blank frame, the custom subdomain goes in before anything else.

  4. 04

    Find the click ID in the session

    Gavel doesn't capture URL parameters, so we check the Zapier trigger output for an email we can join to the stored click ID, or a click ID prefilled through the API.

  5. 05

    Compare Stripe payments with reported conversions

    Bundle by bundle, over a closed month.

  6. 06

    Separate free intakes from paid bundles

    Two different events, two different values, never merged.

Gavel · prove

The QA evidence you get — Gavel

Run on your live Gavel workflows, with Stripe test mode for the purchase, never on a builder preview.

Source of truth

Your Stripe payments for Gavel bundles on the connected account, cross-checked with completed Gavel workflow sessions

  • One test purchase from an ad-tagged URL, with the click ID matched to its session and Stripe payment.
  • Exactly one purchase per paid bundle in Google Ads and Meta, deduplicated on a shared event ID.
  • Each conversion carrying the bundle price set in Gavel.
  • A free intake arriving as a lead, and a Kickout Page exit or test payment sent nowhere.
  • Paid bundles matched record by record across a closed window, then again 30 days later.

Gavel · free audit

What we check in the free audit

  • Follow one ad click onto Gavel
  • Look for any tag firing on the Gavel page
  • Open your embed on an iPhone
  • Find the click ID in the session
  • Compare Stripe payments with reported conversions
  • Separate free intakes from paid bundles

Checked against

Your Stripe payments for Gavel bundles on the connected account, cross-checked with completed Gavel workflow sessions

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Gavel · when not to buy

When you don't need us for Gavel

Plenty of firms use Gavel where ads never touch it.

  • If your team uses Gavel only to draft documents for clients who already signed, there's no ad conversion to track.
  • If your workflows sit behind Gavel's login-based client portal for existing clients, that's retention, not acquisition.
  • If your bundle buyers come from referrals and organic search and you don't run paid ads to them, Stripe's own reports cover it.
  • If you sell a handful of packages a month from one Google campaign, checking Stripe payouts against its spend by hand may be enough.

Gavel · what we deliver

The event map on Gavel

  • Workflow or bundle link clicked

    Fired on your site as the client leaves for Gavel, with click ID and UTMs saved first-party.

  • Free intake completed

    From Gavel's Workflow Completed trigger, for intake-then-review workflows. Sent as a lead, not a sale.

  • Matter accepted in Clio

    For firms that sync Gavel with Clio and review intakes before quoting, sent once your team opens the matter there.

  • Bundle paid

    The main conversion, taken from the Stripe payment on your connected account and valued at the bundle price.

  • Screened out at a Kickout Page

    Logged for reporting and kept out of every ad platform.

  • Refunds and Stripe test payments

    Refunds corrected in Google Ads, which accepts adjustments, and flagged in reporting for Meta. Test-mode payments are excluded.

Written guarantee

95%+ tracking accuracy

Measured against Your Stripe payments for Gavel bundles on the connected account, cross-checked with completed Gavel workflow sessions. Miss it and we keep working at no cost.

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FAQ

Gavel questions, answered

Not that we can find. Gavel's help docs describe no field for tracking code, so the conversion comes from the Zapier trigger, the API, or the Stripe payment.

More on Gavel

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