MyCase knows which leads signed. Your ads don't.
Google Ads counts the moment someone submits the MyCase lead form on your site. Approval, the consult, Convert to Case or Did Not Hire all happen inside MyCase, where no ad platform can see them. We put the click on the MyCase lead and send converted cases back to Google Ads and Meta.
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MyCase · what breaks
What goes wrong between MyCase and your ads
- 01
Google Ads counts form fills, not signed cases
The embedded lead form is the last thing the browser sees. A wrong-practice-area inquiry and a retained personal injury client look identical to Smart Bidding, so it keeps buying more of both.
- 02
"Google" as a referral source tells you nothing
Referral source is a Lead Details field your intake staff fill in from a list you set up in Lead Settings. Paid search, Local Services Ads and organic often end up under one "Google" label, so the top referral sources in Leads Insights can't tell you which campaign earns its budget.
- 03
Five doors into MyCase, none carrying the click
Web forms, CallRail calls, Intaker chats, Smith.ai or Answering Legal intakes, and Lawmatics (which creates a case only once someone signs) each reach MyCase their own way. Unless someone plans for it, the GCLID is lost at each handoff, and your best-signing calls never count toward any campaign.
- 04
Did Not Hire never reaches the ad platforms
Your team records the reason lost, but Meta and Google never hear it. A DUI firm keeps paying for out-of-county callers because nothing tells the algorithm they never sign.
MyCase · the fix
What changes — MyCase
Bidding learns from converted cases
Leads you convert to a case are uploaded as offline conversions matched on the click ID, with the value your firm sets on the lead.
Every lead carries its click
GCLID, fbclid and UTMs mapped from the lead form into case custom fields, with calls and chats matched to the click wherever CallRail or your chat vendor passes it through.
Junk and lost leads stay out
Deleted spam and Did Not Hire leads are excluded from uploads, and reasons lost become a per-campaign report you can act on.
MyCase · architecture
What MyCase actually lets you hook into
MyCase has no native Google Ads, GA4, Google Tag Manager or Meta connection on its integrations list. These are the documented hooks we build on.
- 1
Online Lead Forms
Built under Settings > Intake Forms, shared as a link or as HTML embed code, with an optional authorized website domain. Fields map to contact and case custom fields. No redirect or analytics setting is documented, so we test the embed on your page.
- 2
Zapier
Triggers include Lead Added or Updated and Case Added or Updated; actions include Create Lead and Create Referral Source. No invoice or payment trigger is listed.
- 3
Open API
Advanced tier only, OAuth 2.0, with read or write access. MyCase doesn't provide technical support for API builds and its help article doesn't mention webhooks, so we confirm what your account can do.
- 4
CallRail integration
A one-way sync into standard lead fields, with custom fields created for referral source data. We check whether those fields carry campaign detail or just a channel.
- 5
Converted tab export
Converted leads with practice area, value and converted date export to CSV, which is our reconciliation baseline.
MyCase · diagnose
Where MyCase tracking breaks, in diagnostic order
Start at the form, because if the click never reaches the MyCase lead, nothing downstream can be matched.
- 01
Submit the embedded form from an ad-tagged URL
Open the entry in Online Leads and look for the GCLID and UTMs.
- 02
Check what Google Ads counts as a conversion
Page load, button click or real submission are three different numbers.
- 03
Count each door against conversions
The same person calling through CallRail and filling the form shouldn't be two leads.
- 04
Compare the Converted tab with uploaded conversions
Case by case, over a closed month.
- 05
Check Did Not Hire and returning clients
Neither should ever reach the platforms as a win.
MyCase · prove
The QA evidence — MyCase
Run on your live website form and a real phone call, not on a test lead typed into MyCase by hand.
Source of truth
MyCase Leads records: the Converted tab export (converted date, practice area, value) and Did Not Hire reasons
- A form submission from an ad-tagged URL, with the click ID confirmed on the approved lead.
- A test call through CallRail, confirmed as one lead in MyCase, not two.
- Exactly one conversion per converted case in Google Ads and Meta.
- Spam deleted in Online Leads confirmed absent from every upload.
- A Did Not Hire lead confirmed absent from conversions.
- Converted cases matched record by record across a closed month.
- Repeated 30 days later and after any change to the lead form or intake vendors.
MyCase · free audit
What we check in the free audit
- Submit the embedded form from an ad-tagged URL
- Check what Google Ads counts as a conversion
- Count each door against conversions
- Compare the Converted tab with uploaded conversions
- Check Did Not Hire and returning clients
Checked against
MyCase Leads records: the Converted tab export (converted date, practice area, value) and Did Not Hire reasons
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MyCase · when not to buy
When you don't need this on MyCase
Some firms need a settings check, or nothing.
- If most new matters come from referrals and past clients and paid spend is small, the referral source breakdown in Leads Insights is enough.
- If intake runs in Lawmatics and only signed clients reach MyCase, the tracking belongs in Lawmatics, not here.
- If you only run Local Services Ads, those leads come through Google's own platform rather than a click on your site, so there's no click ID for this build to carry into MyCase.
- If Scorpion runs your marketing, its MyCase integration already pulls case outcomes and status back into Scorpion so campaigns can optimize for cases. Check that before paying anyone to rebuild it.
MyCase · what we deliver
The event map on MyCase
Online lead form submitted
Browser signal on the page holding the MyCase embed, fired on a real submission. A leading indicator, never the bidding goal.
Call or chat lead created
CallRail, Intaker and answering-service leads that sync into MyCase, matched by phone so one person counts once.
Lead approved
The Online Leads approval step. Anything deleted there is spam and goes nowhere.
Consult scheduled
The Consult Scheduled stage on the lead status board, plus a paid consultation invoice where you charge for consults.
Converted to case
The primary conversion, valued from the lead's value and tagged with practice area.
Did Not Hire and returning clients
Excluded. Reasons lost kept for reporting; a returning client linked to an existing contact is not counted as new acquisition.
Written guarantee
95%+ tracking accuracy
Measured against MyCase Leads records: the Converted tab export (converted date, practice area, value) and Did Not Hire reasons. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
MyCase questions, answered
Not natively. MyCase's integrations list has no Google Ads, GA4 or Meta connection, so conversions reach them from the form embed on your site plus an offline upload built from MyCase lead data.
Not out of the box, as documented. Form fields map to contact and case custom fields, so we add fields for the click ID and UTMs and confirm on a live submission that they fill in.
Referral source is picked by your staff, usually as a channel like "Google." Google Ads matches on the click itself, so the two answer different questions.
Only if we use the Open API, which MyCase limits to the Advanced tier. Zapier's Lead Added or Updated and Case Added or Updated triggers can often do the job without it, and we check your plan first.
Yes, by sending converted cases through the Conversions API. For Facebook lead ads routed into MyCase, Meta recommends sending its lead ID with each stage update, or a click ID, phone or email when there isn't one.
They can when the same person does both. We match on phone number so a caller who also submits the form becomes one lead and, if they sign, one conversion.
More on MyCase
- MyCase → Google AdsConnecting MyCase to Google Ads
- MyCase → MetaConnecting MyCase to Meta Conversions API
- MyCase → GA4Connecting MyCase to GA4
RELATED GUIDES
Booking tools beside MyCase, and what their bookings feed
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- Law RulerLaw Ruler shows who signed. Your ad accounts still think every intake won.
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- SmartAdvocateSmartAdvocate shows which intakes signed. Google Ads never hears about it.
- Clio GrowClio Grow conversion tracking that counts signed clients, not form fills
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- LawmaticsLawmatics knows which leads hired you. Your ads don't.
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