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For Criminal Defense

Which channels produced retained defence matters?

Match retained matters and fees to the calls and campaigns that produced them, in a market where the decision is made within hours.

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Criminal Defense workspace FY2026
Fees traced to a channel

$244,000 61% of $400,000 paid

  • Google Ads $208,000 · 52%
  • Meta Ads $24,000 · 6%
  • Email marketing $12,000 · 3%
  • Direct / Unknown $156,000 · 39%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$5,000
Matched · high confidence

The blind spot

What's actually happening

Defence enquiries are urgent and price-sensitive, and a large share never retain. Call volume tells you which channel produces urgency, not which produces clients.

What you get

Built for Criminal Defense.

Fees, not enquiries

Rank channels by fees earned so one signed matter outweighs fifty enquiries.

Matters resolve much later

A matter signed this year and resolved next still traces to the ad behind it.

Defensible in a partner meeting

Only exact matches count automatically; anything weaker is flagged rather than assumed.

A worked example

The number you can take into a budget meeting.

Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.

Total revenue$400,000paid fees
Attributed to a channel$244,00061% of revenue
Average deal$5,000per paid sale
Match rate73%of sales matched
ChannelSalesRevenueShare%
Google Ads42$208,00052%
Meta Ads5$24,0006%
Email marketing2$12,0003%
Direct / Unknown31$156,00039%
01

Urgency compresses the funnel but not the variance

Defence decisions are often made the same day, which makes the funnel short but does nothing to reduce the variance between channels. A channel producing many calls that do not retain is still the expensive one.

Ranking on retained fees separates them. It also shows which channels produce the matter types a firm actually wants rather than whichever arrives first.

02

Referral is large and usually unmeasured

Bail bondsmen, former clients and other attorneys refer a significant share of matters, and that is normally treated as invisible while advertising is measured precisely.

Uploaded as a source file, referral becomes comparable on the same basis, which frequently reframes where the marketing effort should go.

Why it matters

What changes when you can prove it.

You stop defending the budget and start growing it

"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.

You can cut the wrong channel without a fight

Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.

Your reporting survives the finance review

Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.

You answer in an afternoon, not a quarter

Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.

Honest answers

The pushback we hear from Criminal Defense.

They say

Decisions happen within hours.

We say

Which the report handles fine — a short cycle is easier than a long one. The variance between channels is the thing being measured.

They say

Fees vary from a few hundred to six figures.

We say

Which is why ranking on fees rather than matter count matters.

They say

Client confidentiality.

We say

A contact detail, a fee and a date. No charge, no matter details, nothing else.

Pricing

Flat monthly pricing. No per-call fees.

The number here is the number on the invoice — no per-call, per-minute or per-form fees. Most criminal defence practices land on Growth — thirteen months of history to compare a month to the same month last year, and a PDF you can put in front of whoever holds the budget.

Compare all four plans

Mais popular

Growth

A business scaling ad spend

$199/mês

billed monthly

Start free on Growth
  • 1 workspace · 2 seats
  • 5,000 sales records / month
  • 13-month history (year over year)
  • Campaign drill-down and period comparison
  • PDF + shareable read-only report
  • Your logo on every report
  • Priority support

Questions

Questions we get about Criminal Defense.

Anything else? Talk to us — a person answers, usually the same day.

Retained matters: a client contact email or phone, the fee, and a date.

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