Google Analytics for Law Firm MarketingGoogle Analytics is one most popular digital analytics software that more and more law firms are utilizing to accurately analyze in-depth details about the visitors on their website. Most law firms are aware and/or have had a brief encounter with Google Analytics, but that does not necessarily mean that they are using it to its fullest potential; for this platform gives users of all comfort levels a free and straightforward way to track and analyze visitors and their activity on their website. When used properly, Google Analytics provides valuable insights that can help you shape successful law firm marketing strategies.

6 Reasons Why Legal Marketers Should Use Google Analytics

1. It’s free

The standard version of Google Analytics is free and offers a lot of valuable analysis applications to help law firm marketers gain a better idea of how users are interacting with their website. There are a lot of notable tools in the standard portal including custom reporting, advanced segmentation, mobile device & app tracking, multi-channel reporting, data export & tracking API, and much more! There are some limitations for more advanced features.

2. It’s easy to set up

It’s relatively simple to implement the Google Analytics reporting code onto your law firm’s website in order to begin tracking real-time analytics right away. Once you have created your Google Analytics account, you then simply copy a code onto your website that allows the database to start collecting data from your website automatically and make reports accordingly. See below for simple instructions on getting Google Analytics set up on the backend of your law firm’s website.

3. Real-time collection of data

With real-time reporting capabilities, you can immediately and continuously monitor the effects that new campaigns and site changes have on your traffic. For example, you can see how many people are on your site right now, which pages or events they’re interacting with. In order to make strategic marketing decisions, real-time reporting is essential.

4. Understand your audience makeup

Google Analytics provides useful information on your law firm’s audience behavior when they visit your site, as well as useful demographic and usage information. For example: age, gender, location, and device type. You’ll also be able to tell how people were driven to your website, whether it was through LinkedIn, Twitter, Google Ads, email, etc.

5. Powerful customizable reports

Google Analytics provides some great pre-configured reports to work with, but the ability to customize and build your own reports from scratch is what allows marketers to gain truly valuable insights from the tool. Custom reports collect the data and present it in a way that makes it easier for you to analyze. For example, you can pick the dimensions (city and browser) and metrics (sessions, page views, and bounce rate) and decide how they should be displayed.

6. Easily analyze your competition

Google Analytics enables you to have some insight into your competitor’s traffic. You can easily see how many website visitors you have each month versus how many visitors they have. Then you can proceed to check out what they are doing differently from you and adapt your site to be more like theirs in terms of useful content, design etc.

This is by no means a complete list of reasons to use Google Analytics. Rather, it aims to provide legal marketers with some background as to why we feel it is a very powerful reporting tool to use.

How to Add Google Analytics Tracking to your Law Firm’s Website

If your law firm’s website is already set up with Google Analytics, then you are one step closer into uncovering important insights into your marketing campaigns and visitor behavior. If you do not have an account up and running, you are only a few clicks away. Here are simple steps you can follow to get set up right away!

  1. Sign in to Google Analytics with your Google account
  2. Click the button labeled ‘Admin,’ which is on the bottom left sidebar of your dashboard
  3. Select an account or create an account (don’t worry, it’s free!)
  4. Click on the drop-down menu to create a property
  5. Click on ‘Website’ and add your site’s name and URL
  6. Choose your industry and time zone
  7. Click on ‘Get Tracking ID’

Once you acquire your Tracking ID, you are going to need to install it on your website. Depending on what content management platform your site uses, this can be smooth sailing or a little sticky. If your website lives on WordPress, here is a simple video tutorial on installing the code. If you’re having trouble installing the code yourself, simply send it to your web developer who should be able to install it for you in a matter of minutes.


Google Analytics is a great tool for any law firm marketer. The tool not only lets you measure conversions, but also gives you fresh insights into how visitors use your law firm’s website, how they arrived on your site, and how you can keep them coming back. If you know how to use it properly, it can give you a lot of useful information on how to improve your website and catch up with your competition.

If you need some assistance deciphering findings, or getting set up with Google analytics so that you can properly track your firm’s marketing campaigns or monitor your website, let us know. We can help you measure and make the most of your digital marketing efforts.