“Marketing reports from agencies are usually full of numbers. Impressions, click-through rates, traffic trends, cost per lead, engagement metrics. Every one of them has a story attached. Almost none of them tells you whether the marketing is actually working for the firm.
There is one number that does. Cost per case — what the firm spent, in total, to sign one client. Not cost per click. Not cost per lead. Cost per case.
It’s the number that makes everything else honest. An agency running campaigns with a low cost per lead but a high cost per case has a targeting problem. High traffic but low conversion rates has a different problem. The metric tells you which one.
Most agencies don’t volunteer it. Producing it requires pulling numbers from the intake side and the marketing side together, which is harder than sending a dashboard report. But it’s the only figure that tells a firm whether its marketing investment is actually returning anything.
One number. Monthly. Every other figure is context for it — not the point of it.”
– Hugo E. Gomez, Founder (Abogados NOW)
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