Signed-case tracking for law firms
Know which marketing signs your clients.
GavelGrow is attribution software built only for law firms. It traces retainers back to the ads, calls and intake steps that produced them and shows your cost per signed case by campaign and practice area, so you can fund what signs clients.
Start free trial You run it. 7 days free, no card. Book a call We run the marketing. Month-to-month. 500+ law firms served since 20151 · 4.9 on Google2
GavelGrow · Campaigns Demonstration firm · figures illustrative
Exhibit A · One client file
Follow one client.
Google Ads, Meta and the call tracker each report a win for the same person. GavelGrow counts one retainer and shows which touch gets the credit.
Lead file · Personal injury Signed - New
- Contacted
- Consultation booked
- Signed
- Mon 9:12 AM Google Ads clickKeyword: “car accident lawyer”
- Tue 7:40 AM Meta ad clickLanding page: /car-accident-lawyer
- Tue 7:52 AM Call to a tracking number6 min 12 sec · answered
- Thu 2:15 PM Retainer signedStatus changed to signed
Credited to Google Ads · “car accident lawyer” · first touch Reports claim Google Ads 1 conversion · Meta 1 lead · call tracker 1 call. Three wins. Signed 1 retainer. One client. Illustrative client file. Details invented to show how one client is counted.
Why you need it
Cheap leads are not signed cases.
Your ad platform reports impressions. Your case list reports fees. Nothing joins them, so every marketing conversation ends in opinion.
Rank one month by cost per lead and one channel looks best. Rank the same month by cost per signed case and it comes last. GavelGrow puts the second number on the screen, by campaign and practice area.
One month, two rankings Cost per lead Cost per signed case - Meta ads$4,000 spend · 50 leads · 1 signed Cost per lead $80 Cost per signed case $4,000
- Local Services Ads$3,000 spend · 15 leads · 2 signed Cost per lead $200 Cost per signed case $1,500
- Google Ads$11,000 spend · 44 leads · 6 signed Cost per lead $250 Cost per signed case $1,833
Ranked by cost per lead, Meta ads looks best.
Illustrative month for a personal injury firm. Invented numbers to show the arithmetic: not a benchmark and not a client result. Signed cases are the retainers on your case list.
How it works
From first click to signed retainer.
Four things are recorded for every lead, in the order they happen.
- 01
Clicks are tagged
The ad’s click ID and the visitor’s first source are saved the moment they land.
- 02
Calls are numbered
Tracking numbers tie each call to the campaign that rang the phone.
- 03
Intake moves the file
The file moves from new to contacted, consultation booked and signed, with the time of each stage recorded.
- 04
Signed cases trace back
When a retainer is signed, the file shows the campaign, keyword and call behind it, and that campaign’s cost per signed case.
Signed cases can also be sent back to Google Ads as conversions, by click ID when there is one.
Connects to Google Ads, Local Services Ads, CallRail, Calendly and Google Calendar. Optimize adds a REST API, webhooks and Zapier, so it can talk to your other tools.
See the platform →
In the product
See it in the software.
These screens are demonstrations using representative data, not a real client’s file.
Cases
Every signed matter, with the campaign that produced it.
Each matter lists its client, the campaign that produced it, its acquisition cost, status and expected value, from intake through closing.
GavelGrow · Cases Demonstration firm · figures illustrative
Calls
Every call carries its first-touch campaign.
An attribution coverage panel sits above the calls, and each call shows its first-touch campaign and whether it became a lead.
GavelGrow · Calls Demonstration firm · figures illustrative
On the record
Marketing for law firms and no one else, since 2015.
500+ law firms served since 20151 4.9 rating on Google2 Read the reviews on Google $0 markup on your ad spend I used to defend the marketing budget with a feeling. Now I defend it with a list of matters and what each one cost to sign. Managing partner · six-attorney PI firm · Pasadena, CA Quoted with permission. Firm name withheld at the client’s request.
Case result
−41% A five-attorney PI firm cut cost per signed case 41% in two quarters
Individual results vary
Abram Ninoyan
Founder · Los Angeles
Read his writing →
A note from the founder
I started GavelGrow in 2015 because I watched good firms pay for marketing nobody could account for.
The reports were beautiful. Impressions, clicks, a chart that went up. Then I'd ask the managing partner a simple question — which of these produced the retainers you signed last quarter — and the room went quiet.
So we built the boring thing instead: one ledger that follows a click to a call, a call to an intake, and an intake to an executed fee agreement. It is less flattering than a dashboard of impressions. It is also the only number worth arguing about.
Eleven years and 500-odd firms later, that is still the whole product. If it doesn't tell you something your current reports won't, cancel it — the trial doesn't ask for a card.
Abram Ninoyan Founder, GavelGrow Inc.
Two ways to use it
Use it yourself, or have us run it.
Software · you run it
Track and Optimize
Track is for a firm running one channel that wants its own numbers. Optimize is for a firm running several channels and real ad spend, and sends signed cases back to Google Ads.
- Track · 5 seats $199 / month
- Optimize · 15 seats $599 / month
- Extra seats $79 each
- Term Month-to-month
- Free trial 7 days, no card
Start free trial Agency · we run it
Managed
For a firm that would rather hand it over than learn it. We build and run the campaigns on the same platform, with a named contact instead of a ticket queue.
- Price Scoped on a call
- Term Month-to-month
- Ad accounts Stay in your firm’s name
- Ad spend Never marked up
Book a call See full pricing →
By practice area
Built for every practice area
Cohorts, intake routing and reporting change with the shape of the practice. A solo taking calls between hearings does not need what a marketing director needs.
- Personal Injury The crash was an hour ago. They searched from the ER waiting room, and they are not waiting for a callback.
- Family Law It's a Tuesday lunch break. They've been thinking about this for a year — today they finally searched, and they'll talk to three firms before dinner.
- Criminal Defense The call comes at 11pm, sometimes from the county line. Someone is scared, the court date is already printed, and the family is searching from the kitchen table.
- Estate Planning Nobody wakes up urgent about a will. They research quietly for months — then a birth, a diagnosis, or a scare turns research into a decision.
- Immigration They search at night, in their own language, for someone they can trust with everything — their status, their family, their story.
- Employment Law They just left the meeting where it happened — fired, demoted, or asked to sign something. Half of today's callers have no case. One of them has a very good one.
- Business Law A founder with a term sheet, a landlord dispute, a partner walking out — business urgency wears a hundred faces, and it rarely calls twice.
- Bankruptcy They typed the question at 1am with the notices spread across the table. It took months to search; it took everything to call.
- DUI/DWI Released at 6am with a court date on the paperwork and a job on the line. They search before they sleep.
- Medical Malpractice They're angry, grieving, and half-sure something went wrong. Dozens will call this month; one has a case your firm can carry.
- Real Estate Law The closing is in three weeks and the title issue surfaced today. The agent needs an answer before the weekend showing.
Why strategy changes by practice →
FAQ
Frequently asked questions
Still deciding? Email [email protected] and an attorney-marketing strategist answers — not a chatbot.
Am I locked into a contract?
No. Everything is month-to-month, platform and agency alike. Cancel anytime and your ad accounts, tracking numbers, and lead history stay in your firm's name. Does this keep us compliant with bar advertising rules?
Ad copy and landing pages are drafted against ABA Model Rules 7.1–7.3 and your state's analogues — no guarantees of outcome, required disclaimers carried through, and every asset held for your review before it runs. You approve; we publish. How is cost-per-signed-case calculated?
Paid spend plus platform fees divided by retainers executed from paid sources in the same window. Referral and organic matters are logged separately, so paid performance is never flattered by word of mouth — and you can weight by fee or case value per practice area. Will this fit around court and client obligations?
Setup takes about an afternoon of your staff's time, not yours. Tracking and intake go live in days, so after-hours response improves in week one; attribution needs a full matter cycle, so most firms read reliable cost per signed case at 60–90 days. Who owns the accounts, the leads, and the client data?
Your firm does — always. Ad accounts and tracking numbers are created in your firm's name, prospective-client information is treated as confidential, and you can export leads, call recordings, and the consent log at any time. Leave and it all stays with you. Is automated texting of prospects defensible?
Messages go only to prospects who submitted a form or called your firm, consent is hashed into an append-only log, STOP and HELP are honored instantly, and call recording follows your state's one- or two-party consent rules. If anyone asks how a client was contacted, you can produce the record. We already have a marketing agency. Does this replace them?
Not necessarily. Plenty of firms run GavelGrow alongside an agency — it is how they finally audit the work. The reporting does not care who bought the ads. If you would rather hand the whole thing over, we do that too, month to month. Do we have to replace Clio or MyCase?
No. GavelGrow handles everything before the matter is opened — the ad, the call, the intake, the signed retainer — and exports in the formats Clio, MyCase and Lawmatics import. Your case management stays where it is.
Marketing your managing partner can cross-examine
Seven days of the full platform. No credit card, no contract, and no sales call unless you want one.
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Notes & disclosures
- Firm count as of Q3 2026, across all GavelGrow platform and agency engagements since 2015.
- Aggregate Google review rating for GavelGrow Inc.; figure moves with new reviews.
Examples on this page are illustrations with invented numbers.
Past results do not guarantee future outcomes. GavelGrow Inc. is a marketing services provider — not a law firm — and does not give legal advice or evaluate compliance with the rules of professional conduct in your jurisdiction. Attorney advertising rules vary by state; your firm remains responsible for its own advertising.