Law Ruler shows who signed. Your ad accounts still think every intake won.
Leads land in Law Ruler from your site forms, a Zap, a tracking number or a lead vendor, and intake sorts signed cases from rejects. None of that flows back out: Law Ruler's own Google guide stops at an Excel export, so your ad accounts keep optimizing for form fills. We store the click ID on every intake and send signed retainers to Google Ads and Meta automatically.
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Law Ruler · what breaks
What goes wrong with Law Ruler and paid ads
- 01
Google Ads counts intakes, Law Ruler counts signed cases
When the Google Ads tag fires on the form's thank-you page, a rejected slip-and-fall counts the same as a signed retainer. Smart Bidding then spends your personal injury budget on whoever fills the form cheapest.
- 02
Half the leads say Unknown API Post
LeadProvider is the marketing-source field in Law Ruler's API. Leave it off a post and the lead files under Unknown API Post; set it to just Google and you still can't tell which campaign paid for the signed case, so you can't cut the ones that don't.
- 03
Tracking numbers name a source, not an ad
A Law Ruler number creates a lead and tags its marketing source, but Google Ads never learns that the caller signed, so your best phone searches get no extra budget.
- 04
The Facebook Zap quietly stops
Facebook Lead Ads reach Law Ruler through Zapier, and Facebook creates a new form every time the ad is edited. Miss reselecting it and leads stop, while Meta keeps counting every submit as a win.
Law Ruler · the fix
What changes — Law Ruler
Google bids toward retainers
The GCLID rides in with each intake, and signed matters go to Google Ads as offline conversions valued by case type, so mass tort and family law budgets move toward searches that sign.
Meta learns which Instant Form leads intake kept
The Meta lead ID sits on the Law Ruler record, and qualified and signed stages go back through the Conversions API, so rejected leads stop shaping who Meta finds next.
Law Ruler's ROI report matches the ad accounts
Every form, Zap and vendor post sends a consistent LeadProvider and CampaignName, so the signed cases in Law Ruler's Lead Conversion and Marketing Sources ROI reports trace to the same campaigns Google Ads and Meta credit.
Law Ruler · architecture
What Law Ruler actually lets you hook into
All from Law Ruler's knowledge base. Getting leads in is easy; getting results back out is the work.
- 1
Lead posting API
Form-data POST to your portal with your posting Key, LeadProvider and a name, plus CaseType and contact fields. Custom fields post by lowercase label, such as custom2413, which is where click IDs go.
- 2
Webhooks by Zapier
The documented route for Facebook Lead Ads and forms without a direct webhook. Law Ruler support doesn't troubleshoot Zapier, so the Zap is yours to maintain.
- 3
Call tracking numbers per marketing source
Each number creates a lead on an incoming call and can preset owner, status and case type.
- 4
GetStatus lookup by Lead ID
Returns a lead's current status as XML, which is how signed cases get detected. No outbound webhook is documented, and the automations guide lists emails, texts, calls, tasks, documents, e-signs and workflows, with no webhook action.
- 5
Custom report export
Law Ruler's documented path to Google: an instant or scheduled Excel export of signed clients, with GCLID if you captured it, that someone still has to get into Google.
Law Ruler · diagnose
Where Law Ruler tracking breaks, in diagnostic order
Start with the source field, because if LeadProvider is wrong, every report built on it is wrong too.
- 01
Count Unknown API Post and bare Google leads
Over the last 30 days, by marketing source.
- 02
Look for a stored click ID
Submit an ad-tagged test form with unique details (Law Ruler rejects repeat phones and emails per case type) and open the lead.
- 03
Compare Google conversions with signed cases
Several times more Google conversions than signed cases means it's bidding on intakes.
- 04
Open the Facebook Zap history
Check it still points at the live Instant Form and look for failed posts.
- 05
Find which number sits on the ad and the site
A Law Ruler number and a Google forwarding number can both claim one call.
Law Ruler · prove
The QA evidence — Law Ruler
Run on real test intakes through your live forms and Zaps, moved through your actual statuses.
Source of truth
Law Ruler lead and case records: signed status by date, with case type, LeadProvider and the stored click ID
- An intake from an ad-tagged URL, with the GCLID in its Law Ruler custom field.
- A Facebook Lead Ads test lead carrying the Meta lead ID.
- A test lead moved to signed, appearing once in Google Ads and once in Meta.
- A rejected lead and a vendor-posted lead absent from every ad platform.
- Signed cases matched by Lead ID across a closed window.
- Repeated 30 days later and after any status or form change.
Law Ruler · free audit
What we check in the free audit
- Count Unknown API Post and bare Google leads
- Look for a stored click ID
- Compare Google conversions with signed cases
- Open the Facebook Zap history
- Find which number sits on the ad and the site
Checked against
Law Ruler lead and case records: signed status by date, with case type, LeadProvider and the stored click ID
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Law Ruler · when not to buy
When you don't need this on Law Ruler
Some Law Ruler firms need a marketing-source cleanup, not new tracking.
- If most signed cases come from referrals, co-counsel or purchased vendor leads, ad attribution won't move your numbers much.
- If you only run Local Services Ads, Google bills per lead and disputes matter more than conversion tracking.
- If you sign only a few cases a month from ads, send the qualified stage first and add signed later.
- If you already upload Law Ruler's signed-client export to Google weekly and the counts match, keep doing it.
Law Ruler · what we deliver
The event map on Law Ruler
Intake posted
Form or Zap post to the Law Ruler API with GCLID, fbclid and UTMs in custom fields. A signal, not the bid target.
Inbound call on a Law Ruler number
Logged by marketing source; click-level call credit comes from Google's call tracking, never both.
Qualified by intake
Status in your qualified dashboard category, sent as a secondary conversion.
Retainer signed
The primary conversion, fired at your signed status and valued by case type.
Rejected, referred out or duplicate
Excluded everywhere.
Vendor-posted lead
Leads from vendors on Law Ruler's integrations list, like LeadRival, Nolo or Lawyers.com, keep their own LeadProvider tag and stay out of ad conversions.
Written guarantee
95%+ tracking accuracy
Measured against Law Ruler lead and case records: signed status by date, with case type, LeadProvider and the stored click ID. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Law Ruler questions, answered
Inbound, yes: Google Ads leads arrive through forms, the API, Zapier or Law Ruler tracking numbers. Outbound, Law Ruler's guide stops at exporting a report to Excel for you to get into Google yourself, which is the step we automate.
Its API guide has no built-in GCLID field. The API accepts any custom intake field, so we add a click ID field and fill it from a hidden form field on every post.
That's Law Ruler's default when a form or Zap posts without a LeadProvider value. Fixing it means setting a fixed value on every integration, not editing leads afterward.
No, they tie the call to a marketing source inside Law Ruler. Click-level credit needs Google's own call tracking or CallRail, which Law Ruler lists as an integration, set up so each call counts once.
Through a Zap: a Facebook Lead Ads trigger and a Webhooks by Zapier POST to the Law Ruler API. Nothing goes back to Meta natively, so outcomes need a separate Conversions API connection.
It shows monthly spend per source against estimated lead value, inside Law Ruler. Google and Meta never see it, so it doesn't change what they bid on.
More on Law Ruler
- Personal injuryConversion tracking for personal injury firms, measured in signed cases
- Family lawConversion tracking for family law, measured in signed retainers
- Immigration lawConversion tracking for immigration law, measured in signed cases
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