Results · Illustrative
Sample Monday report (ILLUSTRATIVE)
An ILLUSTRATIVE Monday report for a fictional injury firm: what each signed case cost by channel and language, checked against the firm's own records.
Monday report · An injury firm · One month
IllustrativeCost per signed case
$4,000
30 signed cases from $120,000 of ads
Matched to your case list
| Channel · language | Ad spend | Real leads | Signed | Cost per signed case |
|---|---|---|---|---|
| Google search · English | $54,000 | 64 | 12 | $4,500 |
| Google search · Spanish | $32,200 | 31 | 7 | $4,600 |
| Local Services · English | $14,000 | 30 | 5 | $2,800 |
| Local Services · Spanish | $8,400 | 14 | 3 | Not shown (under 5) |
| Facebook and Instagram · English | $6,600 | 15 | 2 | Not shown (under 5) |
| Facebook and Instagram · Spanish | $4,800 | 7 | 1 | Not shown (under 5) |
| All ads | $120,000 | 161 | 30 | $4,000 |
Checked against your case list: 38 signed in total, 30 of them from ads. The rest came from referrals and unpaid search.
A fictional firm with invented numbers, to show the format. Not a Probative client result.
How to read it
- The big number
- $4,000 is what each signed case cost in ads this month: $120,000 of ad spend divided by 30 signed cases that came from ads.
- Matched to your case list
- Every signed case is checked against your own case records, not against what an ad platform reports. If our count and yours differ, the report prints the gap.
- By channel and language
- English and Spanish get their own lines, so you see what Spanish search really costs instead of a blended average.
- Under 5 signed, no cost
- A line with fewer than 5 signed cases shows its spend and counts but no cost per case. Small numbers swing too much to act on.
ILLUSTRATIVE. A fictional injury firm, one month. Every number is invented to show the format. It is not a client result.
Monday report · An injury firm · One month
IllustrativeCost per signed case
$4,000
30 signed cases from $120,000 of ads
Matched to your case list
How to read it
- The headline number is cost per signed case, from all paid media divided by the signed cases credited to it. Clicks and calls aren’t headlines.
- Each line is a channel and a language. English and Spanish sit side by side, so you can see what a Spanish signed case costs.
- Small lines show no cost. Any line with fewer than 5 signed cases shows its spend and counts, not a cost per case.
- Credit isn’t cause. Each case is credited to the last paid click or tracked paid call in the 30 days before the person first called, the same window Google uses by default (Google). Whether a channel caused cases is a question for a fair test, and every line shows its test status.
- Your records are the scoreboard. The report’s signed-case count is checked against your case-management system every week, and any gap is printed. The firm’s records also include cases from referrals and organic search, shown on their own lines.
What else arrives every Monday
- A data-health page: whether tracking was complete enough to trust the week.
- The match to your records: our count, your CRM’s count and the platforms’ count, side by side.
- What needs attention: leads with no callback after 24 hours, by lead ID; failed uploads; missed calls.
- Decisions: what we changed, what we decided and what we need from you.
The rules behind every number are in The Probative Standard, and the service is on signed-case reporting.
Questions firms ask
- Is this a real client's report?
- No. It is ILLUSTRATIVE: a fictional injury firm with invented numbers, built to show the format. Real reports carry your firm's numbers from your own records.
- Why do some lines show no cost per signed case?
- Because they have fewer than 5 signed cases. A cost per case built on two or three cases is noise, so the line shows its spend and counts instead.
Sources
- Google Ads Help: default click-through conversion window (30 days) · Accessed October 23, 2026
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