The legal industry is one of the most expensive to operate in when it comes to marketing and advertising costs. Law firms can expect to spend an average of $86.02 for each lead-generating action a lead takes, and that number can skyrocket depending on the type of law the firm practices — such as personal injury law, which has some of the highest cost-per-lead (CPC) and cost-per- acquisition (CPA) in the industry according to the National Law Review. Lawyers need to understand exactly how their marketing efforts are performing if they want to save valuable ad spend while maintaining a steady stream of high-value clients looking to retain their services.

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