Tracking Your Law Firm’s Success in Google Analytics

Sep 2020

Your law firm’s website is up and running, but do you know if it is really working for you? Your website should be the hub of all your marketing efforts, and once you establish trust with your audience through the digital content that you create, your website should engage them to create conversions and leads. 

You should install Google Analytics on your website so that you can track your website’s success in bringing users to your site and converting them to paying clients. This powerful tool is free to use and can give you vital insights into your law firm’s marketing successes (or failures). 


Install Google Analytics


To install Google Analytics, you need to create an account and sign in on the Google Analytics website. You should click Admin in the left corner to give your account full access to Google Analytics. Then, set up a property (your website or app) in your account. 

From there, you can set up a reporting view of your website based on the data that you want to track. For example, you can create filters that track data from a specified geographic region, or for all Internet users (except the people who work at your firm). You do not have to create these filters, or “views,” but they can be useful in providing insights into the types of online visitors you receive. 

Keep in mind that once you filter data in Google Analytics, you cannot recover the data that you left out. Each filter you create includes or excludes data according to your parameters, so Google Analytics will stop tracking that data within that view. You should have one “master” view that is kept unfiltered to track overall data. This way, you will be able to see all of your data that was filtered out in other “views.”

If your firm runs Google Ads, you will want to link these accounts to measure the success of your ads and the traffic that they bring to your site. You can also set up goals in Analytics if you have a sign-up or contact form or other engagement opportunities on your website. 


Understand the Numbers to Track


Once you set the dates from which you want to track data in the upper right-hand corner, you can begin gathering data. You should keep a record of your reports so that you can track growth month by month. Some of the top metrics to track for law firms are: 

  • The number of sessions (the number of times users visited your site)
  • Where users were “acquired” from (organic or direct search, referrals, social media, etc.)
  • The bounce rate (how quickly a user leaves the website on average)
  • The most viewed pages (track the average behavioral flow of traffic through the website) 
  • The most viewed blog posts (these will appear in the list of most viewed pages if they are performing well and you can click “View Full Report” to see more)
  • The number of newsletter sign-ups 
  • The number of times a user filled out the contact form 

These metrics will give you a better understanding of your website’s performance, and you can also gain a general understanding of your audience’s age, gender, and other data. If the number of sessions is low or the bounce rate is high, you should consider changing your digital marketing strategy to bring in better, and more, traffic. 


More than 33% of clients begin looking for a lawyer online, so it is important to know if your website is successfully bringing in leads. 

If you need help generating leads online and tracking the success of your law firm’s website, our team can help. 

CONTACT US for help creating a digital marketing strategy with measurable results. 








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