“Most important to us is Cost Per Conversion of a Lead Source and the Average Attorney Fee per that Lead Source. This allows us to compare how much it costs for us to bring in a lead from that source to what fee we can expect for a case from that lead source. Then we can take our overhead (minus marketing costs) and divide it by how many cases we handled in a given year and find out what our margins are for our cases per lead sources.
Using these metrics we can really track the full life cycle of a case and follow it back to its origin. These metrics will influence our marketing spend, our overhead, our headcount, and our entire business.”
– AJ Bruning, The Bruning Law Firm