Tracking sees only part of the picture. The share of signed clients that can be matched to the ad click that produced them is below average (10–25%). Among signed clients who came from search ads, the share that carries an ad click ID is about average (25–45%).
Probative benchmarks, 2025–2026
What tracking can and cannot see
| What is measured | Published figure |
|---|---|
| Signed clients that can be matched to the ad click that produced them | below average (10–25%) |
| Signed clients from search ads that carry an ad click ID | about average (25–45%) |
What does this mean for your firm?
- Do not trust a report that credits every signed client to an ad. Most cannot be matched.
- Even for search ads, most signed clients carry no click ID, so the platform never learns which clicks paid off.
- Use signed clients, counted by you, as the final check on any platform number.
What can a practice do about the gap?
Keep the click identifier with the inquiry from the first contact to the signed agreement, and send signed cases back to the platform. Neither closes the gap fully, but each narrows it.
How do I read this table?
Each row is a share shown as a tier on the share ladder. The first row covers all signed clients and is kept from version 3. The second row covers signed clients from search ads, with all practice areas combined. The table describes tracking in general terms and gives no set-up details.
The figures are tiers, so treat each as approximate, plus or minus one step. How the benchmarks are made and protected.
Cite this table
Cite this dataset: Probative Growth (2026). Probative benchmarks, 2025–2026 (v4.0.1) [Data set]. CC BY 4.0. https://doi.org/10.5281/zenodo.23735849. https://probativegrowth.com/research/benchmarks/tracking-gaps/
How each figure is made and protected · Probative benchmarks, 2025–2026