You’re Spending Money
on Marketing.
Do You Know What’s Working?
Most law firms spend thousands every month on ads, networking lunches, and campaigns – then have no idea which ones actually produce signed clients. Ettinger Tech builds the tracking infrastructure inside Lawmatics so every single lead is tied to its source, automatically.
The Referral Goal
The firms that win long-term aim for 70% of leads from referrals. We build the systems to track, nurture, and grow that number – partner by partner.
Manual Data Entry
When set up correctly, your marketing source, campaign, and channel auto-populate every time a lead enters Lawmatics. No staff guesswork. No missed data.
Types of Marketing
Retail marketing and referrals. Two buckets. Tracked separately. Reported together. Finally knowing the ROI on both is what changes every marketing conversation.
Stop Throwing Money At The Wall
Right now, somewhere in your firm, someone is paying for a billboard, a Google Ad campaign, a Facebook boost, and a lunch with a financial advisor – and has no idea which one of those is actually producing retained clients. That is not a marketing problem. That is a tracking problem. And it is fixable.
The 70/30 Framework Every Law Firm Should Be Chasing
Referrals are the best leads you will ever get. They close faster, pay more, and complain less. But most firms have no idea how many referrals they are actually getting, who is sending them, or which referral partners have gone cold.
We set up tracking so you can see your referral-to-retail split in real time. The goal: 70% of your leads coming from referrals, 30% from retail marketing. Once you can see it, you can grow it.
When you know Harrison James sent 63 leads last year and 13 of them hired you for $80,850 in retained revenue – you stop guessing whether that lunch was worth it.
How We Build Your Tracking System
This is not a one-size-fits-all template. We build the tracking infrastructure around how your firm actually operates – and we make sure your team knows how to use it.
Strategic Intake Form Setup
We place marketing source fields at the top of your Lawmatics intake forms – not buried at the bottom where they get skipped. Your staff learns how to ask the question naturally on every call, whether the lead is qualified, unqualified, or completely wrong-fit. Every call captures data. Even the bad leads tell you something.
UTM Codes, Pixel & Google Ads
We configure UTM source and campaign codes for your ads across Meta, Google, Bing, and any other platform you run. The Lawmatics tracking pixel goes on your website and forms. When a lead submits, their source auto-populates without anyone typing a thing. Google Ads has a native Lawmatics integration we make seamless.
Google My Business Integration
We show you how to connect your Google Business Profile so you can see exactly how many leads click the website button directly from your Google search card. Most firms have no idea this data exists. Now it feeds into your attribution picture.
Growth Partners Program
Referral partners are tracked individually inside Lawmatics as part of our Growth Partners Program. You see leads sent, consultations scheduled, clients retained, and total revenue per partner. The automation nurtures those relationships automatically – thank-you emails, hire notifications, and milestone follow-ups. Learn more about Growth Partners →
Lawmatics Custom Dashboards
We build custom reports in Lawmatics for fast weekly or monthly review. Your team learns how to read the marketing dashboards so every meeting starts with real data, not gut feelings. Know your best sources, your cost-per-acquisition, your close rate by channel.
Advanced Power BI Reporting
For firms that want next-level visibility, we offer Power BI reporting as a standalone service or included in our PCM packages. Lawmatics data flows into executive-level dashboards showing retained revenue by every source, campaign, and referral partner – with date filters, coordinator filters, and side-by-side referral vs retail comparison.
This Is What Your Marketing Actually Looks Like
Real numbers. Real sources. Real retained revenue – tied to every campaign and every referral partner by name. This is the kind of dashboard that ends the “should we keep running Facebook ads?” debate permanently.
| Source | Campaign / Partner | Leads | Consults | Retained | Revenue | % of Pipeline |
|---|---|---|---|---|---|---|
| Referrals | Harrison James | 63 | 29 | 13 | $80,850 | |
| Referrals | Diane Smith | 57 | 25 | 11 | $49,600 | |
| Referrals | Jenny Marks | 52 | 21 | 10 | $37,600 | |
| Google Ads | Estate Planning Search | 74 | 31 | 18 | $89,100 | |
| Workshop – Spring EP | 48 | 19 | 8 | $32,400 | ||
| Billboard – Main St | 12 | 3 | 0 | $0 | ||
| Total | 487 | 214 | 89 | $412,800 |
Want To See The Tracking Fire In Real Time?
We built a live interactive demo so you can experience exactly what your leads experience – and see the attribution happen behind the scenes as it happens.
Fill out the form as if you clicked one of your Facebook ads. Watch Lawmatics tag the source, create the matter, and fire the automation sequence. Then check your email.
This is not a mockup. It is the real system, live.
Try The Live Demo →What Happens When You Submit
The same sequence that fires for your real leads – in seconds.
- 1Lawmatics tags your lead with the exact campaign, channel, and source that brought you in – zero manual entry.
- 2A new matter is created automatically. Your intake team is notified immediately.
- 3A personalized follow-up sequence triggers. You get a real automation email showing the attribution data.
- 4When this lead signs, that revenue ties back to the exact campaign. You now know the precise ROI on every marketing dollar.
Growth Partners Program
Marketing tracking shows you who is sending referrals. The Growth Partners Program turns that data into a fully automated referral relationship machine – thank-you sequences, hire notifications, milestone follow-ups, and per-partner ROI reporting. Stop taking referral sources to lunch out of habit. Start investing where the numbers tell you to.
Learn About Growth PartnersPCM – Prospective Client Management
Marketing tracking is one component of the PCM system – our full intake engine built inside Lawmatics. PCM includes the entire intake pipeline, automated follow-up sequences, staff workflows, and reporting infrastructure. If you want the complete system, not just the tracking piece, PCM is where it all lives.
Read About PCMQuestions We Get Asked
Do we need to use a specific ad platform for this to work?
No. The system works with any platform that supports UTM parameters – Google Ads, Meta, Bing, TikTok, and more. We also help with non-digital sources like workshops, radio, and print through the intake form strategy. Google Ads has an additional native Lawmatics integration that makes attribution even more seamless.
Is this something our staff can actually use?
Yes – that is a core part of how we build it. We configure the forms, the dashboards, and the reports, then show your team exactly how to read them and how to ask the right questions on intake calls without sounding robotic. The goal is a system your team uses, not one they ignore.
What if we use a marketing agency for our ads?
We are not a marketing agency and we do not compete with yours. We are the tracking infrastructure layer. Your agency runs the ads and sets the UTM codes. We make sure those UTMs get captured correctly in Lawmatics every time a lead comes in so you can see the ROI on what they are running.
What is “retail marketing” in this context?
Retail marketing is everything that is not a referral – Google Ads, Facebook, Instagram, TikTok, radio, television, billboards, park bench ads, print, workshops, and anything else you pay for or promote. We track retail and referrals separately so you can see the true comparison between the two and work toward the 70/30 goal.
Is the Power BI reporting included or an add-on?
Power BI reporting is available as a standalone service or included in our PCM packages depending on the scope of your engagement. Every firm’s needs are different, so we scope the right solution on a discovery call rather than a fixed-price menu.
Can you track leads who do not hire us?
Yes – and that data is just as valuable. When source is collected on every call regardless of outcome, you can see which marketing channels are bringing unqualified leads, wrong-fit inquiries, or people asking about services you do not offer. That tells you what your marketing is communicating incorrectly so you can fix it.
Quit Guessing.
Start Knowing.
Your marketing budget deserves more than a gut feeling. Let’s build the tracking system that shows you exactly what is working, what is not, and where to grow.
Schedule Your Discovery Call