Measure signed cases by source, not just leads. Track every call, form and chat, sort them by whether they were a real injury case in your area, then follow them to signed retainers. Cost per signed case is the number that tells you whether a channel is worth keeping.
Personal injury marketing produces a lot of noise. Many calls are wrong case types, minor property damage only, people already represented, or people outside your area. If you only count leads, a channel full of junk looks great. So start by tracking every inquiry by source, using call tracking on the site and a separate tracked number on your Business Profile and any ads. Then have intake tag each one: qualified or not, and why. Without that tagging, every channel looks better or worse than it really is.
The next step is following qualified inquiries to signed cases. Your case management system or even a simple spreadsheet can hold the source next to each signed client. Over a few months you can see which channel produced signed cases, not just phone calls. Divide what you spent on that channel by the signed cases it produced, and you have a cost per signed case you can compare across SEO, ads, lead services and referrals. Use your own average fee to judge it.
Earlier signals help you spot trends before cases settle. Watch Business Profile calls and direction requests, Search Console impressions for your case type pages, and whether ChatGPT and Perplexity name your firm when asked about accidents in your city. Also watch speed to answer, because a missed call at night is a lost case no matter how good the marketing was. We report calls, forms and profile activity monthly, and help firms set up the case tracking side. Those numbers together tell the real story.
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