Enhancing Marketing Performance and Lead Attribution
Russell Law faced challenges with tracking and reporting marketing performance, particularly for Google Organic and Google Ads leads. Despite collecting lead data from various sources—Gravity Forms, CallRail, and Google Ads—there was no centralized reporting system to provide actionable insights into lead attribution and performance. The goal was to build a streamlined, efficient system that would enable better decision-making, optimize marketing spend, and ultimately improve case conversion rates.
Challenges
How can we create a centralized reporting system to track and attribute leads accurately across all channels?
How can we gain clearer visibility into marketing performance to make more informed strategic decisions?
How can we unify disjointed data from Gravity Forms, CallRail, and Google Ads into a single, cohesive dashboard?
Key Results
Built and optimized a Looker Studio dashboard for centralized lead attribution and performance tracking.
Integrated Google Ads, Gravity Forms, and CallRail data, providing clear insights into marketing performance and source attribution.
Implemented UTM tracking for Gravity Forms to enhance lead source visibility and optimize marketing spend.
Value to Business
Russell Law now has a centralized and actionable reporting system that provides a comprehensive view of marketing performance. This tool allows for more informed decision-making, optimizing marketing spend, and improving case conversion rates. By understanding lead attribution and source performance, Russell Law can fine-tune their marketing strategies for better ROI and more successful client acquisition.
We began by setting up UTM tracking within Gravity Forms to improve the accuracy of source attribution. We then integrated all relevant data sources—Google Ads, Gravity Forms, and CallRail—into Looker Studio, creating a unified dashboard for lead attribution and marketing performance. This dashboard became a hub for analyzing call leads, form submissions, and campaign data, offering clear insights into the effectiveness of each marketing channel. We included detailed reports that tracked total inquiries by source, unique users, and call outcomes, breaking down the data by date, name, source type, and more.