Five free templates for firms that want to measure their marketing the way we do. They follow the definitions in The Probative Standard, work in an ordinary spreadsheet or document, and are free to adapt under a Creative Commons Attribution 4.0 license (CC BY 4.0).
1. Cost-per-signed-case tracker
A spreadsheet that turns your monthly spend and your CRM’s signed cases into cost per signed case, by channel and language.
- Columns: channel, language, spend, leads (real conversations), qualified leads, consults, signed cases, cost per signed case.
- Built-in rules: no cost per signed case for any line with fewer than 5 signed cases; a “source unknown” line that is never spread across channels; credit to the last paid touch in the 30 days before first contact, Google’s default window (Google).
- Use it for: a first look at what each channel really costs you.
2. Intake call scorecard
A 100-point rubric for grading intake calls, in English or Spanish.
- Weighted most to: qualification completeness (20), answer speed (15) and a booked next step (15).
- Also scores: conflict-check details, the recording notice, no legal advice, service in the caller’s language, and the CRM fields recorded.
- Use it for: coaching, not policing. Grade a fixed sample each month across lines, hours and languages.
3. Monthly marketing report
A report outline that opens with what isn’t working.
- Sections: up to three problems with causes, fixes, owners and dates; results against plan; corrections; data health; intake; tests; spend and changes; compliance; decisions needed; service levels.
- Rule: clicks, impressions and rankings go in a labeled diagnostic appendix, never the headline.
4. Agency audit checklist
The questions to put to any agency, us included.
- Who owns each account, and whose name appears under “Ads funded by”?
- What was our cost per signed case for the last 12 weeks, checked against our CRM?
- Which channels have a fair test behind them?
- What does a Spanish signed case cost us?
- How do you count a lead, and how short a call do you exclude?
- If we leave, how many days until we have every export?
5. Ad-rule pre-check
A one-page checklist to run on any ad or landing page before your responsible attorney reviews it.
- Responsible lawyer’s name and office city included, where your state requires.
- Fee claims carry your state’s cost statement and match your fee agreement.
- No superlatives, guarantees, “expert” or “specialist” without your state’s clearance.
- Results and testimonials only where your state allows, with required disclaimers.
- Required statements in every language the ad uses; no “notario” wording.
- Filing needed? Check the state rules library.
The pre-check is a drafting aid, not legal advice. Your attorney approves every ad.
Download
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