Webinar Recap: Reporting Essentials: The Key to Unlocking Your Firm’s Growth

As law firms pour ever-larger sums into digital marketing and client acquisition, growth hinges on more than a bigger budget — it hinges on knowing exactly which efforts drive revenue. Simply having data isn't enough; what matters is connecting data points so you see the story behind every lead and every dollar.

In our latest webinar, Reporting Essentials: The Key to Unlocking Your Firm’s Growth, we were joined by Martin Kravchenko, co-founder and CTO of Swans, who showed exactly how to build that visibility. We walked through the foundations of airtight marketing attribution, intake analytics, and firm-wide dashboards that help achieve sustainable profitability.

Time stamps of key takeaways

09:11 — Why reporting matters now

Johnny explains how rising digital ad spend and AI search tools have raised the bar for lead response. Firms that know exactly which campaigns convert — and how fast staff follow up — re‑allocate budget faster and win the race to “first meaningful contact.”

10:52 — Marketing attribution fundamentals

Martin breaks down first‑touch vs. last‑touch attribution, common pitfalls (mixing “lead source” with “contact method”) and the must‑have data points: lead source, campaign, and cost. Automated capture with UTM parameters and call‑tracking numbers beats relying on what callers say every time.

15:25 — Metrics that move the needle

From cost‑per‑qualified‑lead to speed‑to‑lead, conversion rate, pipeline value and ROI, Martin maps the formulas and target benchmarks that let owners forecast revenue and spot bottlenecks weeks, not months, before they hit the books.

22:34 — Building a reporting‑ready foundation

Johnny walks through the mechanics: mirror ad campaign names in your CRM, require drop‑down fields (never free‑text) on intake forms, and sync case‑value updates back from case management so lifetime‑value and ROI reports stay accurate.

32:59 — Implementation checklist & real‑world wins

Two client case studies show the pay‑off: a 25‑person PI firm that replaced weekly spreadsheet gymnastics with an hourly data pipeline and live dashboard, and a 15‑person PI/Crim‑defense shop that cut reporting time by 75 % and hired two new attorneys by doubling down on the channels the data said were working.

Webinar slide deck