Call Tracking for Law Firms: Why You Need Inbound Call Tracking

Laura Caveney
22nd November 2022

Call tracking is an essential reporting tool for most businesses. We explore why law firms need call tracking and how to get started. 

When you’re searching for services, chances are, you want to speak to a real person. 

Especially if you have quite individual information to share, for example, nuances to a potential claim, a user is going to get more benefit from a call than a form. 

We found that 61% of inbound enquiries come from a phone call. This shows that calls are still a key way users convert in the legal sector. 

Keep reading to learn: 

Let’s get started. 

What is call tracking?

Call tracking software is an easy way to track, record and attribute your inbound calls.

Most call tracking software create unique numbers for your website, meaning that you can link one number to one individual. 

This allows you to link users back to marketing channels, campaigns and more, meaning you can better calculate your marketing ROI.

Pro Tip

Ruler Analytics uses dynamic number insertion to help you track inbound calls. This allows you to link users to one-off numbers on site, which are refreshed for each and every session. 

How Ruler Analytics’ call tracking software works

Having call tracking in place is useful for all marketing channels. But even if you’re using call extensions on your PPC adverts, you can create unique numbers for that campaign and use them to measure their success.

Why law firms need call tracking

We would say that any services-led business needs call tracking. 

But let’s look into law firms in a bit more detail. 

We already know that users interested in legal services use phone calls more than conversion types like form submissions or live chat conversations. 

But there’s more to the story. 

You need to think about channel activity too, and how a lack of tracking can affect that. 

We found that 58% of all traffic for legal websites was being generated by paid search. However, despite its high impact on traffic levels, paid search came out near the bottom for driving conversions with a 1.8% conversion rate.

Now let’s put this into context. 

You’re driving lots of users to your website through paid, but it’s having low success rates when it comes to conversions. 

With proper lead tracking in place, you could minimise this shortfall. 

Let’s look at exactly why call tracking and marketing attribution can help your law firm: 

Improve your marketing ROI 

Call tracking enables you to increase the ROI (return on investment) of each of your marketing channels by providing you with vital information you need to get the most out of your marketing.

It shows you exactly which channel each caller has come from, whether that’s PPC, organic or social media. And, you can even measure it by the keyword search prior to calling.

You’ll be able to analyse which pages of your website were visited prior to the call, and use all of this data to improve your marketing efforts to increase ROI.

Maximise your budget

Budgets are often tight, but expectations are still high. 

Visitor-level analytics such as call tracking allows you to identify not just your most successful marketing activities, but also those campaigns which are not delivering the level of returns you were expecting.

This information will prevent you from wasting any more money on platforms that aren’t performing well. 

You can then divert that designated spend into other campaigns that are consistently generating good results.

And who knows. By increasing your ROI and increasing leads (and revenue) with call tracking, you might just start to see more budget come your way!

Measure the quality of your leads

Listening back to recorded calls enables you to analyse the quality and type of leads your marketing campaigns are generating. 

Are you attracting the kind of clients you’re looking for? Are you offering a service that meets the needs of your target market? 

Understanding these details will enable you to adjust your marketing and, if necessary, business efforts, to ensure you’re running a relevant and profitable business that is appropriate to the needs of your customers.

Improve your existing services

From a sales perspective, recording calls is important too. 

You can look back on calls that didn’t result in revenue, and see if there was a reason why. 

Members of your sales team may need further training on a particular product. By viewing your marketing and sales as one larger function, you can help increase conversion rates at each and every stage of the customer’s journey.

And you can also use the recordings as a training tool, as new staff can learn from previous examples, and both new and existing staff can gain an understanding of the level of service they are expected to provide.

How call tracking in a law firm works 

So, now you know you need it, we bet you want to get started right?

For ease, we’re going to walk you through how we would support you get set up with call tracking on your website. 

As we mentioned, Ruler users dynamic number insertion technology, which generates a unique number for each visitor to your website. 

This number can then be tracked, enabling you to trace their journey from which advertising campaign they clicked on, or which keywords they used in an organic search, through to which pages of your website led them to make their call.

Ruler Analytics also lets you record your inbound calls, allowing you to capitalise on your online marketing efforts by providing the best possible service once a lead speaks to you in person.

Having all of this essential data to hand in one easily accessible place makes it easier than ever to get the most out of all your marketing activities and stand out from the crowd of legal professionals advertising online.

Here’s a quick overview of just how it works.


Traffic sources from anonymous visitors

Ruler tracks each anonymous visitor to the website over multiple sessions, traffic source and keywords


Conversions on your website

Ruler tracks when they convert via phone call, form or live chat


Ruler unifies the data

Ruler matches the real user details to the marketing touch points


Integrations to Analytics & CRM

Ruler sends the data into your Analytics, CRM and other products


Close the loop

When the sale is then closed into revenue ruler ties this back into GA and Ads to report real sales and revenue using Google Ads GCLID and Google Analytics ClientID

Start tracking your inbound calls

And there you have it. A quick run-through of exactly how to link your calls (and forms) back to your marketing touchpoints. 

With this in place, you can forget the headache of reporting and start looking at how you can make more from your data. 

Want to get started? Book a demo to contact our sales team and see how our call tracking can help you connect your sales data to your marketing campaigns.

Or, find out how to go one further, and attribute all of your online, and offline conversions directly within Ruler.