GA4, Google's latest analytics platform, has now been active for a few years, but Google has continued to build out features and reporting tools during that time. If you migrated to GA4 as Google was decommissioning the legacy Universal Analytics platform, you may want to optimize your setup to get more granular insights.
Learn all you need to know about Google Analytics for law firms with this free PDF, our GA4 Setup Guide for Law Firms. Just enter your contact information below to download this detailed manual right now.
Launched in October 2020, GA4 represented a significant update from Universal Analytics (UA), which had been the standard since 2012. Although the migration to GA4 wasn't smooth for everyone daunting, it's essential to keep up with the latest changes to ensure your website is adequately tracked and measured, as well as compliant with current regulations.
Google Analytics is an integral part of digital marketing for lawyers, so our guide will be instrumental to nearly all of your campaigns.
The right approach to data analytics for law firms can differ based on a number of factors, but the right digital marketing analytics tools can make all the difference between a firm that spends too much time on getting intake dialed in for unqualified leads and a high-quality lead generation machine.
The more you know about where your high-quality leads are coming from, the better prepared you are to adapt your campaigns accordingly – Which channel are most of your conversions coming from? Which pages are most likely to convert? Are you focusing too much on top-of-funnel keywords?
Answering questions like these is the first step toward creating a more efficient law firm digital marketing strategy and improving your Customer Acquisition Cost (CAC).
Google’s out-of-the-box enhanced tracking metrics are a great addition to its analytics software. They were added to decrease set-up time and increase GA4’s user-friendliness and are something that should be used to your advantage. In addition to automatically collected events, Google has added a new default attribution model to GA4, called “data driven” attribution that can improve accuracy in assigning credit for conversions.
GA4 also has a new funnel analysis feature that allows you to track user behavior through specific steps in the consumer journey. This can help you optimize your conversion funnel and identify areas where users are dropping off.
To understand exactly how to set up Google Analytics for attorneys v. any other small business requires a digital marketing agency dedicated to law firm analytics. Ultimately, your approach will depend on your specific goals, but there are some particularly useful features of GA4 for law firms.
For instance, content marketing for lawyers can largely depend on search intent, and whether you are choosing to target more top-of-funnel, informational keywords or bottom-of-funnel, transactional queries. While transactional keywords can have better conversion rates, they are also highly competitive and tend to get less impressions than informational keywords with broader reach.
As we outline in the guide, a law firm’s website will benefit from being an informational hub for potential clients. Before deciding who will represent them, potential clients need to understand their circumstances and whether they are eligible for compensation. Paying attention to how visitors use your informational pages (and which links they click on) will be highly valuable in assessing how your content is performing – and converting users into clients.
Digital marketing analytics tools like GA4 can keep tabs on these outbound link clicks, and law firms who follow this metric will gain an understanding of which resources are most valuable to their online visitors.
If you want to make sure you’re getting the most from your law firm analytics setup, connect with us today to schedule a call. Either way, be sure to download our GA4 Setup Guide for Law Firms – and explore more of our law firm SEO services.
De Novo Digital is a Marketing-as-a-Service agency dedicated to developing value-based strategies that produce results. From SEO to paid media and more, our team of experts is dedicated to helping your law firm thrive in the digital world.