Smokeball conversion tracking: your ads count form fills, Smokeball counts signed clients
Your Smokeball leads dashboard shows which inquiries became clients, but Google Ads and Meta never see that part. The Lead Intake form's Google Analytics option sends a submission count and nothing more, so your ads keep paying for inquiries you end up referring out. We match each ad click to its Smokeball lead and send the matters you open back to each platform as the conversion that counts.
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Smokeball · what breaks
What goes wrong with Smokeball and your ads
- 01
"Google Ads counts every form fill. Smokeball shows how few of them signed."
The Lead Intake form's analytics option reports a submission count, so Smart Bidding scores a wrong-practice-area inquiry and a retained client as the same win and buys more of the cheap one.
- 02
"We can't tell which campaign brought in the PI case."
Smokeball reports on referral source and referral type, but nothing in its docs stores the ad click on the lead, so a signed matter never links back to the keyword or campaign that paid for it.
- 03
"Meta keeps sending tire-kickers."
Smokeball documents no Meta Pixel option for its intake forms, so Meta has nothing better than page visits or a raw form count to learn from, and it finds more people who fill forms instead of people who retain you.
- 04
"Our phone leads disappear from the ad reports."
A Smith.ai call lands in Smokeball as a Lead – General with the caller's details and a call summary, but nothing about which ad prompted it, so phone-heavy practice areas make paid search look like it does nothing.
Smokeball · the fix
What changes after we fix it — Smokeball
Bidding learns from signed matters
Google Ads and Meta get a conversion when a Smokeball lead becomes a matter, so spend shifts toward the cases you want.
Every signed matter traced to its ad
The click is kept first-party on your site and matched to the Smokeball lead by email, phone and time, so you can finally see which campaigns produce retained clients.
Junk stops counting
Spam-flagged submissions, closed leads and referred-out inquiries are never sent, so a month of bad leads stops looking good.
Smokeball · architecture
What Smokeball actually lets you hook into
Everything below comes from Smokeball's own help center and developer docs. Anything they don't document is something we test on your account.
- 1
Lead Intake form link, embed code or Contact Us button
Created from Intake settings or the Form Builder's Share tab, plus a QR code. Smokeball doesn't say whether the embed loads as a frame or from which domain, so we check how it renders on your site.
- 2
Google Analytics measurement ID per link
Smokeball sends submission counts and form titles to Google Analytics. No Google Ads, Meta Pixel or Tag Manager option is documented.
- 3
Custom redirect after completion
A firm-wide default or a per-form override sends respondents to a page you choose. The docs describe it for Intake Forms generally, so we confirm it fires on your Lead Intake form before a browser conversion with a deduplication ID goes there.
- 4
Smokeball API and webhooks
OAuth 2.0 access, offered through a partner registration aimed at software providers, so we confirm whether your firm can get it. Leads are created through the matters endpoint, and webhooks include matter.created and matter.updated. No lead-converted event is listed, so we test what fires.
- 5
Smith.ai integration
New callers are added as Lead – General leads, calls from existing contacts arrive as phone messages, and all calls show up as Tasks.
Smokeball · diagnose
Where Smokeball tracking breaks, in the order we check
With Smokeball, the usual fault isn't a missing tag. The ad click and the signed matter just never meet.
- 01
Submit the Lead Intake form from an ad-tagged URL
Then open the new lead. No click ID there means nothing downstream can match.
- 02
Check what the Google Analytics option really sends
A submission count, versus what Google Ads imports as a conversion.
- 03
Look for the post-submission redirect
Without one, no page on your domain can fire a tag.
- 04
Trace phone leads from Smith.ai and call tracking
Can a Lead – General entry be tied to a tracked number and click?
- 05
Compare converted matters with reported conversions
Per lead, over a closed month, with spam-flagged and closed leads set aside.
Smokeball · prove
How we prove it on Smokeball
Run on your live site and real Smokeball account, never the Form Builder preview.
Source of truth
Smokeball lead and matter records: leads by referral source, closed reasons, matters opened from leads, and intake payments in the Transactions tab
- A Lead Intake submission from an ad-tagged URL, matched to its click and confirmed on the new lead.
- One browser conversion per submission on the redirect page, with a shared event ID.
- A test lead converted to a matter and received once each in Google Ads and Meta Events Manager.
- A consultation fee paid through the form and matched to its intake payment entry.
- A spam-flagged submission and a closed lead confirmed absent from every ad platform.
- Converted matters reconciled lead by lead over a closed month.
- The same reconciliation repeated 30 days later and after any change to your intake forms.
Smokeball · free audit
What we check in the free audit
- Submit the Lead Intake form from an ad-tagged URL
- Check what the Google Analytics option really sends
- Look for the post-submission redirect
- Trace phone leads from Smith.ai and call tracking
- Compare converted matters with reported conversions
Checked against
Smokeball lead and matter records: leads by referral source, closed reasons, matters opened from leads, and intake payments in the Transactions tab
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Smokeball · when not to buy
When you don't need this on Smokeball
Not every firm on Smokeball has a tracking problem worth paying for.
- If matters come from referrals and you don't run Google or Meta ads, Smokeball's referral source reports are enough.
- If new inquiries land in a separate intake CRM first and only reach Smokeball once a matter is opened, the tracking belongs in that CRM, not here.
- If you get a handful of leads a month, a simple form-submission conversion will do for now.
- If your only gap is a missing Google Analytics measurement ID on a form link, that's a quick setting on the link and we'll tell you to add it yourself.
Smokeball · what we deliver
The event map on Smokeball
Lead Intake form submitted
Fired on a thank-you page on your site through Smokeball's custom redirect, once we confirm the redirect covers your Lead Intake form.
Phone lead created
Smith.ai or call-tracking leads matched to the ad click by caller number and time.
Consultation booked
Where your form uses Smokeball's Appointment component, the booking lands on the staff member's Smokeball calendar, linked to the lead.
Consultation fee paid
The Smokeball Payments intake payment, valued at the amount that lands in trust or operating retainer.
Lead converted to matter
The primary conversion for Google Ads and Meta, sent from Smokeball's records with the matter type.
Excluded: spam, closed and referred-out leads
Spam-flagged submissions, leads closed with a reason and matters you don't handle never reach the platforms.
Written guarantee
95%+ tracking accuracy
Measured against Smokeball lead and matter records: leads by referral source, closed reasons, matters opened from leads, and intake payments in the Transactions tab. Miss it and we keep working at no cost.
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FAQ
Smokeball questions, answered
Not according to its documentation. Lead Intake forms can report submissions to Google Analytics, but there's no documented Google Ads conversion or offline import, so signed matters have to be sent separately.
Smokeball doesn't document one. Once we confirm its redirect fires on your lead form, the browser event goes on a thank-you page on your site, and signed matters go from Smokeball's records through Meta's Conversions API.
The ad click has to be matched to the Smokeball lead, then sent back when that lead becomes a matter. Referral source tracking alone won't name the campaign or keyword.
It shouldn't. Smokeball runs automated spam checks on lead form submissions and flags suspect ones on the Intake Forms Dashboard, and we keep flagged and closed leads out of every conversion.
They can. Smith.ai creates new callers in Smokeball as Lead – General leads, and with call tracking on your ad landing pages we match those leads to the click by number and time.
Firms running Google or Meta ads with intake in Smokeball, including personal injury, criminal defense and DUI, family law, estate planning, bankruptcy and employment practices.
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Find out which ads actually sign Smokeball clients
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