Litify knows which callers signed. Your ads don't.
Your intake team logs every call in Litify and accepts or turns it down, yet Google Ads still optimizes toward calls and form fills. Litify keeps prospects on intake records inside Salesforce, and Google's documented Salesforce import reads Leads, Opportunities and Orders, so a plain connection can miss them. We put the ad click on each intake and send signed cases back, so personal injury, mass tort and workers' comp campaigns bid on retained clients.
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Litify · what breaks
What goes wrong between Litify and your ads
- 01
Google pays for callers your intake team turns down
Google Ads counts the call as a conversion the moment it qualifies. Litify's later verdict (wrong practice area, no injury, past the statute) never reaches Google, so Smart Bidding keeps buying the same calls.
- 02
Intakes arrive with no ad source on them
Calls come in through one of 20+ phone-system connections, after-hours messages through an answering service, and web forms through Agentforce or a custom build. Litify documents no GCLID or UTM capture on any of them, so the intake's source is only as good as what someone types in.
- 03
Your cost per case report never reaches the algorithm
Litify can report on any field, so the firm sees cost per signed case by channel. Google Ads and Meta see none of it, and they decide where tomorrow's budget goes.
- 04
Referred-in cases inflate what ads appear to earn
Cases received through Litify Referral Network or from co-counsel sit in the same system as your ad leads. Counted together, they make return on ad spend look better than it is and hide which campaigns lose money.
Litify · the fix
What changes once it's fixed — Litify
Bidding learns from signed retainers
Google Ads and Meta get a conversion when Litify marks the case signed, valued by case type, so spend drifts toward the claims your firm wants.
Every intake carries its click
GCLID, Meta click ID, UTMs and the call-tracking record sit on the Litify intake from the first ring, whatever path created it.
One cost per case number everyone trusts
Litify's dashboard and each ad platform agree case by case for a closed month, and referred-in matters stay out of the ad view.
Litify · architecture
What Litify actually lets us hook into
Litify is built on Salesforce, so its data is reachable the way Salesforce data is. Where Litify's public docs are silent, we confirm it in your org.
- 1
Salesforce objects and reports
Litify says every field can be reported on and cites an API toolkit. That's where we read intake status, case type and signed date.
- 2
Telephony connections
Litify documents 20+ VoIP integrations. We check whether yours writes the tracking number or call ID to the intake.
- 3
Call tracking
Litify's blog names CallRail for tying calls to campaigns. We confirm the click ID reaches the matching intake, not just CallRail.
- 4
Google Ads Data Manager
Google documents Salesforce imports from Lead, Opportunity and Order objects. If signed cases live only on Litify intakes and matters, we send them another way.
- 5
Meta Conversions API
We found no Meta connector in Litify's public material, so signed cases go to Meta from a server you own, deduplicated by event ID and name.
Litify · diagnose
Where Litify tracking breaks, in the order we check
Most Litify firms lose the click before the intake exists, so we start at the phone and the form.
- 01
Place a tagged test call and a tagged test form
Then open the intake. Is the GCLID or call-tracking source on it, or blank?
- 02
List what Google Ads counts as a conversion
Ad calls, forms and page views often all count; signed cases count nowhere.
- 03
Check which object holds 'signed'
Intake status, matter creation or a custom field, and whether Google's connection can see it.
- 04
Separate referrals from paid leads
Referral Network and co-counsel intakes need their own source value before any upload.
- 05
Compare signed cases with reported conversions
Per case, for a closed month, in Litify and in each ad account.
Litify · prove
The QA evidence — Litify
Every check uses live intakes in your own Litify org, your tracking numbers and your web forms, never a sandbox.
Source of truth
Litify intake and matter records: intakes by status and source, and signed cases by signed date and case type
- A tagged test call and form, each creating a Litify intake with the click ID filled in.
- A test intake marked signed, seen once in Google Ads and once in Meta Events Manager.
- Turned-down and Referral Network intakes confirmed absent from every upload.
- Signed cases reconciled one by one against each platform for a closed month.
- Repeated 30 days later and after any change to intake statuses.
Litify · free audit
What we check in the free audit
- Place a tagged test call and a tagged test form
- List what Google Ads counts as a conversion
- Check which object holds 'signed'
- Separate referrals from paid leads
- Compare signed cases with reported conversions
Checked against
Litify intake and matter records: intakes by status and source, and signed cases by signed date and case type
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Litify · when not to buy
When you don't need us for Litify
Some Litify firms get little from ad tracking, and we'd rather say so on the first call.
- If nearly all your cases come from referrals, TV or billboards, click-based tracking has little to improve.
- If your ads already upload signed cases from Litify and the counts match your matters, leave it alone.
- If Litify hasn't gone live yet, get intake statuses settled first; tracking built on moving statuses breaks.
- If you buy leads from a vendor rather than running your own ads, the vendor's reporting is the number that matters.
Litify · what we deliver
The event map on Litify
Call or form inquiry
Leading signal from call tracking or the site form, with the click ID; never bid on alone.
Intake created in Litify
Click ID, UTMs and caller number written to the intake, repeat callers matched by phone.
Qualified intake
When your criteria, or the Intake Qualifier Agent if you use it, call the case viable.
Signed case
The main conversion, sent when your org marks the intake signed (a status, matter creation or custom field we confirm), valued by case type.
Turned down or no contact
Kept for reporting, never sent as a win.
Excluded
Referral Network and co-counsel cases, existing clients, vendors and spam stay out of ad conversions.
Written guarantee
95%+ tracking accuracy
Measured against Litify intake and matter records: intakes by status and source, and signed cases by signed date and case type. Miss it and we keep working at no cost.
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FAQ
Litify questions, answered
Usually not out of the box. Google's Salesforce connection reads Leads, Opportunities and Orders, while Litify tracks prospects on its own intake records, so signed cases typically need a dedicated upload.
We found none in Litify's public material. Litify reports marketing ROI inside the platform; sending conversions out to ad platforms is what we build.
Yes, if call tracking attaches the ad click to the call and that record is matched to the Litify intake by caller number. The signed case then goes back to the exact campaign.
Signed cases, with qualified intakes as a secondary signal when volume is low. Optimizing on raw calls teaches Google to buy callers your team turns down.
Lightly. We add click-ID and source fields to the intake and read status changes; workflows, questionnaires and matter plans stay as they are, and your Salesforce admin approves each change.
They carry a referral source on the intake and are filtered before any upload, so they never count as ad wins.
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Booking tools beside Litify, and what their bookings feed
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- SmartAdvocateSmartAdvocate shows which intakes signed. Google Ads never hears about it.
- SmokeballSmokeball conversion tracking: your ads count form fills, Smokeball counts signed clients
- Assembly NeosNeos shows which intakes became cases. Google Ads never finds out.
- IntakerIntaker shows you every chat. Your ads can't tell which ones signed.
- Clio GrowClio Grow conversion tracking that counts signed clients, not form fills
- Law RulerLaw Ruler shows who signed. Your ad accounts still think every intake won.
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Send your signed Litify cases back to your ads
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