Revenue Attribution Gap
Industry: High-Competition B2C / Legal Services
Function: Revenue Attribution Rebuild
Role Context: Agency RevOps Lead, 2021-2024
The legal services firm was generating leads, but the business wasn’t certain which ones were becoming signed cases—or which channels were producing them. Paid media spend continued flowing based on CPL, not by revenue contribution, so the exact cost per signed case was unknown, and every budget decision was reactive.
Business Challenge
Full-funnel attribution from click to signed case across Google Ads, Meta, and LSAs, including:
UTM architecture designed for legal intake specifically
GA4 event tracking tied to intake outcomes
Reporting layer that showed leadership which channels were producing revenue and leads
What I Built
$420K in annual revenue attributed with clarity in which paid channels produced the highest ROI. The business could reallocated budget accordingly, allowing the firm to stop optimizing for lead volume and start optimizing for case value. That's an entirely different business than how it operated prior.