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10 Things Legal Marketers Can Learn from Google Analytics

by Talia Schwartz • February 10th, 2020 • Measurement and Analytics | Blog

google analytics for law firmsIf you want to know what kind of impact your law firm’s website and marketing efforts have made, you should be familiar with Google Analytics. Google Analytics allows you to track and analyze every last detail of your law firm’s website and traffic. In fact, Google Analytics gives you so many options, and so much detail. Here are 10 things legal marketers can learn from Google Analytics:

1. Traffic origins:

Of course, it is beneficial to know the origin of the traffic to your law firm’s website. Traffic details include which medium, operating system, or browser brings the most traffic and makes clear what’s working for legal marketers. Is your newsletter or your firm’s LinkedIn page bringing your website more traffic?

2. Traffic by device:

Segmenting traffic by device type breaks down the data based on the device they are using. Visitors can use a desktop, mobile, or tablet to go through the website. If you find the number of mobile users is more than desktop users, then always make sure your content is mobile-friendly.

3. Actual vs. fraudulent conversions:

A conversion happens when a visitor to the site converts to a client by filling out forms or purchasing a service. Google Analytics helps legal marketers to distinguish between actual and fraudulent conversions. Filtering conversions from crawlers or bots will give the idea about which traffic source is resulting in conversions.

4. Determine bounce rates:

Bounce rate is a metric that measures the percentage of people who land on your website and exit quickly without engaging with the page. Bounce rate thus indicates the quality of a landing page and/or the quality of your audience. In this article, learn some of the reasons why your webpage might have a high bounce rate.

5. Audience behavior:

Legal marketers can learn about their audience’s behavior from Google Analytics. Information about what pages people visit the most and what they do while visiting that page will tell marketers about the popularity of a particular service. 

6. Page depth:

Page depth will let you know how a user came to your site but did not convert to a lead. It will show the average number of pages the visitor goes through during a session. This segment shows the level of visitor engagement. 

7. Returning audience behavior:

Returning visitors are an indicator that the site is useful and captivating. If someone has visited the site and returns to the site, they contribute towards higher engagement. This leads to higher conversion rates and generates more prospects. 

8. Analyze sequence segments:

Legal marketers can create and track sequence segments that show how visitors move between different pages and what actions they take. For example, see how behaviors vary coming from different legal service pages. 

9. Compare historical traffic trends:

Legal marketers can compare data between any time periods using Google Analytics. For instance, if your firm releases a yearly whitepaper, you can easily pull data for a year over year performance comparison.

10. Examine top conversion paths:

Examining conversion paths in Google Analytics provides a glimpse into the complex routes your audiences take from first action to conversion. This will reveal insights into how each of your channels are working.


Legal marketers can use Google Analytics to analyze the behavior of visitors and measure the impact of their efforts. By checking the tool regularly, law firms can develop an accurate view of which online marketing strategies are working best, why they work, and how you can refine your tactics for even better results in the future. 

If your law firm is looking for a marketing agency that understands and knows how to use Google Analytics for law firms, contact us today.

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