The monthly report
Once your intakes carry their source, we work out what a signed case cost by channel, every month, and check that the tracking is still holding. Every third month, the report adds a quarterly write-up.
- Price
- Scoped on the call
- Arrives
- Every month, with a quarterly write-up every third
- Starts
- After the tracking fix. If your tracking already works, you start here, and your first report looks back over your last three complete months.
- Runs on
- Read access to your systems. It never changes your records.
Every month
What each report covers
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Cost per signed case, by channel
What you spent on each channel, divided by the cases it signed. TV, billboards and referrals get rows of their own.
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What the ad platforms counted, against what reached intake and signed
The conversions each ad platform counted, next to the intakes that reached your case system and the cases that signed. Where the counts part, you see where and by how much.
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Missed calls
Calls that rang out, by day and hour, and what they were likely worth. Exhibit A, below.
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Tracking health
The share of new intakes that arrive with their source attached. If a website change breaks the tracking fix, this is where we catch it.
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One recommendation
Written by a person. The report isn’t finished until it has one.
Every third month, the report adds a quarterly write-up in the format of the sample below.
Exhibit A
The calls nobody answered.
Your office is staffed nine to five. People call when they get home, and a voicemail at 9 pm often means they ring the next firm on the list. Your call tracking already records every call that rang out; the monthly report reads it for you.
In office hours, weekdays from 9 am to 5 pm, 10% of calls went unanswered on average. Outside them, 47%. Weekends and evenings after 9 pm were worst.
- Under 15%
- 15 to 30%
- 30 to 45%
- 45 to 60%
- 60% or more
- Office hours
- Unanswered in office hours
- 10%
- Unanswered outside them
- 47%
- What last month’s 31 after-hours misses were likely worth1
- About $46,500
- 131 unanswered calls × a 1-in-20 sign rate × a $30,000 average fee. The report uses your own sign rate and fees.
Exhibit B
Every third month, a quarterly write-up.
Below is the sample report, section by section, with a note on what each part is for. The firm and every figure in it are fictional. Download the sample report
Quarterly write-up
Example Law Group
June to August 2026
Executive summary
Over the three months you spent $265,080 on media and signed 31 cases. Legal directories cost the least per signed case and TV the most. Attorney referrals brought in 9 cases with no recorded spend. In August, ad spend rose while cases signed fell.
By the numbers
- Media cost
- $265,080
- Cases signed
- 31
- Cost per signed case
- $12,049
- Tracked calls
- 1,412
- Answered
- 81%
| Channel | Media cost | Signed | Per case |
|---|---|---|---|
| Paid search | $133,380 | 12 | $11,115 |
| TV | $78,000 | 5 | $15,600 |
| Billboards | $41,100 | 3 | $13,700 |
| Legal directories | $12,600 | 2 | $6,300 |
| Attorney referrals | — | 9 | not measured |
| Month | Ad spend | Signed |
|---|---|---|
| June 2026 | $41,200 | 9 |
| July 2026 | $44,900 | 12 |
| August 2026 | $47,280 | 10 |
| Channel | June | August | Shift |
|---|---|---|---|
| Paid search | 27% | 31% | +4.0 pts |
| Organic search | 38% | 34% | −4.0 pts |
| Referral | 9% | 10% | +1.0 pts |
| Paid social | 8% | 7% | −1.0 pts |
| Direct | 18% | 18% | 0.0 pts |
What’s working
- Paid search visits rose 18% in August.
- The answered-call rate rose from 76% to 84% in July.
What’s broken or risky
- Ad spend rose in August while cases signed fell: $47,280 against $44,900, 10 cases against 12.
- Calls after 5 pm and at weekends went unanswered 44% of the time.
Unusual days
- Calls fell 61% on Sunday, July 12.
- Paid search spend rose 48% on Wednesday, August 19.
What we’d fix first
Answer the phone before buying more clicks. Route after-hours and weekend calls to a live intake service for 60 days, then compare the answered rate and signed cases against this report.
Appendix: method and data
Period covered: June to August 2026. Sources: paid search, web analytics, search performance, call tracking, case management system, and your offline spend sheet. Media cost is paid search spend plus recorded offline spend. Every figure was computed from your own data and reproduced verbatim.
PDF, three pages. Printed from the same template the quarterly write-up uses, so it’s easy to pass round the partners.
Numbers you can defend in a partners’ meeting.
Six rules every report follows. How the numbers are made
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Every figure is computed from your data.
Report text is assembled from the computed numbers, so a sentence can’t contain a figure the data didn’t produce.
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Unmeasured is not free.
A channel with no recorded spend is left blank, never shown as $0. Zero would make it look like the best deal you have.
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Recent months are marked as incomplete.
Some of last month’s inquiries haven’t signed yet. We say so, instead of reporting it as a bad month.
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We report what moved, not why.
The numbers can’t separate the market, the season and the marketing, so we don’t pretend they can.
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Problems are stated plainly.
“Four matters sit in a stage we don’t recognise, so they’re missing from the signed count.” Not an error code.
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Estimates are marked as estimates.
When your system records a case’s outcome but not the fee, we estimate the fee from your usual terms and label it.
What we need from you
Access
Read access to your ad accounts, web analytics, search performance and business listings, your call tracking, and your case management system.
Your offline spend
A simple sheet of what you spend by month on TV, radio, billboards and directories. We’ll send the template.
An NDA
We sign one before we touch any of your systems.
Questions partners ask
- Do we need the tracking fix first?
- Only if your intakes don’t record where they came from. On the first call we ask how intakes arrive and what your team records about each one. If most can be traced to a channel, you start with the report, and the first one looks back over your last three complete months. If they can’t, a report would mostly show what’s missing, so we fix the tracking first.
- How do we know it’s worth it?
- That’s what the first call is for. We look at your setup and the question you sent, and if a monthly report wouldn’t pay for itself at your firm, we’ll say so before you spend anything.
- Does it replace our agency’s reporting?
- No. We don’t run campaigns, bids or creative. The report puts what the ad platforms counted next to the intakes that reached your case system and the cases that signed, so you and your agency are looking at the same numbers.
- We don’t use call tracking. Is the report still worth it?
- The report covers what you have. A firm without call tracking gets no missed calls section, not a guess at one. We’ll tell you up front which sections your setup supports.
- What if our intake team’s referral source field is a mess?
- It usually is. We map free text like “google ppc”, “billboard I‑95” and “co-counsel Smith & Park” onto channels, and list anything we couldn’t place so you can see how much of it there is.
- Who owns the data?
- You do. Your firm’s data sits in a database of its own, and if you stop working with us, it’s handed over to you with its full history. The software that fills it stays ours. See Security for the detail.
- Do you need our clients’ names?
- No. We count cases, not people, and names are never stored by default.
- Which case management systems do you work with?
- Clio, Litify and Filevine today. If your firm uses something else, tell us on the call. Connecting a new system is routine work for us.
- How much of our time does it take?
- The call, then granting read access and keeping the offline spend sheet up to date. We do the rest.
Start with a call.
A short call about how your intakes arrive and where their source gets lost. If your tracking already holds, we start with the monthly report. If it doesn’t, we fix it first, because a report on intakes nobody can trace can’t tell you much.
If neither would pay for itself at your firm, we’ll say so on the call.