“Most law firms treat marketing attribution as a technical problem. Install a tracking number, watch the dashboard — measurement handled.
Cerissa Stevens runs it differently. They use system-level tracking — which phone number was dialed, which form was submitted — but intake agents also ask every new lead directly: “How did you hear about us?” And they log the answer.
The reason for both: in their South Florida market, someone might say “I see your billboard all the time” — and then call via a Google My Business number. The billboard is doing its job. The attribution report says otherwise.
That gap — between what the data registers and what actually drove the call — is where firms misallocate budget without realizing it. If the only signal being read is digital, the picture is incomplete.
The fix isn’t a software upgrade. It’s a habit embedded into intake. Ask the question, log the answer, and run that alongside the technical tracking. The two sources won’t always agree — and that disagreement is the useful part.”
– Hugo E. Gomez, Founder (Abogados NOW)
🔥 Watch our full intake conversation with Cerissa Stevens:
Elite Intake Strategies with Steinger, Greene & Feiner: How One of Florida’s Top PI Firms Converts More Leads Into Signed Cases