12 Legal Marketing Tools Every Lawyer Needs

Most lawyers rely on agencies to provide all their data and tracking, leaving them in the dark about their own performance.

But what if you could take control of your marketing, advertising, and sales data?

This guide will walk you through the essential tracking tools every law firm needs to ensure profitability and efficiency.

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1. Google Analytics

Google Analytics is your central hub for website data. It allows you to track:

• Website traffic
• User behavior
• Conversions (calls, form fills, etc.)
• Traffic sources

By implementing a tracking code on your site, you gain visibility into how visitors interact with your website.

This tool is essential for getting insights into which pages receive the most traffic, where users are dropping off, and how well your content engages visitors.

You can also track form submissions, phone calls, and online transactions to gauge marketing effectiveness. Despite some recent limitations in data tracking, Google Analytics remains a cornerstone of law firm marketing.

2. Google Search Console

Unlike Google Analytics, which focuses on website performance, Google Search Console provides insights into how your site appears in the unpaid areas of Google search.

It helps you:

• Monitor search performance
• Identify crawl errors
• Track keyword rankings
• Submit sitemaps
• Identify indexing issues

Since it’s a free tool, every law firm should set it up to understand their organic search presence.

With GSC, you can also track your keyword rankings for free, identify crawl errors, and submit sitemaps for improved indexing.

Additionally, it offers valuable SEO performance data like click-through rates (CTR) and impressions, helping you refine your SEO strategies.

3. Google Tag Manager

Google Tag Manager (GTM) is not a tracking tool per se, but it simplifies tracking implementation.

With GTM, you can:

• Deploy analytics and tracking codes without touching website code
• Set up advanced event tracking (e.g., clicks, form submissions)
• Streamline tag management for all marketing tools

Many law firms overlook GTM, but it’s a powerful tool that makes data collection and customization easier.

Through GTM, you can add Google Analytics, Facebook Pixel, and other tracking codes without modifying your website’s core code.

This makes it easier to manage advanced event tracking, such as form submissions and button clicks. Law firms using GTM can streamline tracking processes and ensure accuracy in data collection.

4. Google Business Profile

Your Google Business Profile (GBP) is crucial for local SEO and lead tracking.

GBP allows you to:

• Monitor search impressions
• Track phone calls from search results
• Manage reviews and business information

Despite its importance, many law firms rarely check their GBP insights.

GBP also allows firms to manage reviews, update contact information, and post updates that engage potential clients. Many law firms overlook GBP tracking, but the data it provides is invaluable for optimizing local marketing efforts.

5. WhatConverts

WhatConverts is a call tracking tool that helps law firms attribute leads to specific marketing efforts.

With it, you can:

• Record phone calls for quality control
• Attribute leads to specific marketing campaigns
• Filter calls by duration to assess lead quality

Call tracking bridges the gap between website visits and real client conversions.

Unlike basic phone tracking, WhatConverts records call details, filters leads by quality, and assigns values to conversions.

By analyzing call recordings, law firms can assess the effectiveness of their intake process. The ability to track which marketing campaigns generate quality leads enables firms to allocate resources more effectively.

6. Ahrefs/Semrush

While Google’s tools provide core tracking, SEO platforms like Ahrefs and Semrush take it further by tracking:

• Keyword rankings
• Backlink data
• Competitor performance
• Content opportunities

If you’re serious about SEO, these tools offer a lot more insights into SEO performance that Google Analytics and Search Console don’t.

Using these tools in tandem with Google Analytics and Search Console enhances a firm’s ability to track all aspects of its organic performance.

7. Social Media Analytics

If your law firm invests in social media, platforms like Facebook, Instagram, YouTube, and TikTok offer built-in analytics tools.

They allow you to:

• Track engagement and follower growth
• Analyze video views and interactions
• Assess the effectiveness of social campaigns

While often overlooked, these insights help optimize organic and paid social strategies.

Analyzing social media data helps law firms understand which content resonates with their audience.

Tracking video views, shares, and ad performance allows firms to adjust their social media strategy for maximum impact.

8. Google Local Service Ads (LSAs)

Google LSAs are pay-per-lead ads that appear at the top of search results.

The LSA dashboard provides:

• Simplified dashboard
• Call tracking and cost per lead
• Customer reviews
• Performance insights

These ads are highly effective for law firms targeting local clients.

Unlike traditional PPC ads, LSAs operate on a cost-per-lead basis, making them a budget-friendly option for firms.

The ability to track lead quality ensures that law firms invest in advertising campaigns that generate actual cases.

9. Google Ads (PPC)

Google Ads is Google’s primary paid advertising platform, offering granular data on ad performance.

It provides detailed data on:

• Keyword performance
• Ad clicks and conversions
• Cost per acquisition (CPA)
• Return on ad spend

Since Google Ads allows targeting by keyword, law firms can track lead quality with precision.

Google Ads provides more data than any other advertising platform, making it essential for firms that rely on paid search marketing.

However, effective tracking requires proper conversion setup and ongoing optimization.

10. Social Media Ads (Meta, TikTok, LinkedIn)

Meta (Facebook and Instagram), TikTok, and LinkedIn ads can drive leads, but they require proper tracking.

These platforms provide:

• Click-through rates (CTR)
• Audience demographics
• Conversion tracking
• Ad reach and engagement

Proper tracking ensures that social ads generate actual leads, not just impressions.

Law firms running Facebook and Instagram ads through Meta Business Suite can track lead form submissions, call clicks, and website visits.

Tracking social media ad performance ensures firms optimize campaigns for the best ROI. Since ad targeting differs from search ads, tracking engagement metrics helps refine audience targeting and budget allocation.

11. CRM (Client Relationship Management)

A CRM is essential for tracking client interactions and case progress.

A well-managed CRM allows you to:

• Move leads through the sales pipeline
• Assign values to signed cases
• Sync data with ad platforms to refine targeting
• Track client interactions
• Manage case progress
• Automate client communications

The key to success is keeping CRM data updated in real-time. Your CRM will become the backbone of your law firm’s sales tracking.

Keeping CRM data up to date is crucial for understanding case acquisition costs. Additionally, CRM integration with marketing platforms allows firms to refine their advertising strategies based on actual case data.

If you don’t already have a CRM, we recommend looking into Lead Docket or Clio Grow. They help law firms:

• Capture leads from multiple sources
• Track lead status (qualified, retained, etc.)
• Automate follow-ups

These platforms track where leads originate, categorize their status, and automate follow-up communication.

Proper lead tracking ensures that firms don’t miss valuable client opportunities. By integrating lead-tracking software with CRMs, law firms can optimize their sales pipeline and improve conversion rates.

12. Reporting / Dashboard Software

Reporting software is crucial for law firms to track marketing performance, client acquisition, and ROI. Without a centralized dashboard, firms struggle to make data-driven decisions. Tools like Google Looker and Agency Analytics simplify data aggregation, providing clear insights to optimize marketing and case management strategies.

Google Looker is a free dashboard tool that aggregates data from Google Analytics, Google Ads, and other sources into interactive dashboards.

It allows law firms to:

• Create custom reports
• Track KPIs and marketing targets
• Visualize trends over time
• Share insights with team members

While powerful, Looker requires technical setup to ensure data accuracy. However, once implemented, it provides invaluable insights into marketing performance.

Agency Analytics is a user-friendly alternative to Looker. It’s a reporting platform that aggregates data from multiple sources, including:

• Google Analytics and Search Console
• Google Ads
• Social media accounts
• Call tracking tools

With an easy-to-read dashboard, Agency Analytics helps law firms track performance without logging into multiple tools. Your law firm can track things like SEO performance, ad spend, and call tracking in a single interface.

Unlike Looker, Agency Analytics is more user-friendly, making it a preferred choice for law firms that want easy-to-interpret reports.

Want our experts to set these tracking tools up for free?

Tracking isn’t just about collecting numbers for the sake of it—it’s about making informed decisions.

Many law firms struggle with marketing and sales not because they lack leads, but because they lack visibility into their data.

By implementing the right tracking tools, you can:

• Understand where your leads come from
• Improve marketing ROI
• Make data-driven business decisions

If you’d like a hand setting up any of these tools (for free), get in touch. We’d love to have a conversation about how you can improve the accessibility of your marketing data.