Skip to content
Harlan Schillinger Logo
  • About
  • Articles
  • Testimonials
  • Contact Me
CONNECT WITH ME

Advertising Tracking: Help Your Firm — And Your Agency!

The Only Thing You Have to Lose, Is Money. The Only Thing You Have to Lose, Is Money

What you don’t know, you don’t know. What you don’t know, you don’t know.

Just Results, Just Results. Just Results, Just Results. Just Results, Just Results.

The Only Thing You Have to Lose, Is Money. The Only Thing You Have to Lose, Is Money

What you don’t know, you don’t know. What you don’t know, you don’t know.

Home  >  Blogs & Articles  >  Advertising Tracking: Help Your Firm — And Your Agency!

May 10, 2019 | By Harlan Schillinger
Advertising Tracking: Help Your Firm — And Your Agency!

What if I told you that one change could launch your law firm advertising into the next stratosphere? Well, you might not believe it. But that’s exactly what ad tracking can do for attorneys who are willing to step up. And it’s never too late to take advantage of technology. As media buying experts, we’ve watched law firms large and small succeed or stagnate. So, we know that tracking advertising can be a game-changer. And we can assure you that a lot of the top firms in America have sophisticated tracking in place to prove what their advertising dollars are doing. That said, there are many small and mid-tier firms that could play in the big leagues just by changing how meticulously they monitor advertising. So, what are the questions your firm can answer with tracking? Most importantly, where your cases actually come from — and which ones generate real revenue. The most lucrative cases are the ones based on complete and accurate information. And tracking, quite simply, leads to smarter business decisions. While ad tracking helps law firms’ bottom lines, the methodology can also change dramatically the way advertising agencies approach campaigns. Here’s how tracking will build a better legal business for your firm and your marketing partners:

Look at Tracking as an Investment

Change your perspective. Start looking at advertising for what it is: a significant investment in your law firm. Do you check your bank statements, or do you guess how much money is in the bank? Do you monitor your 401K, or do you just let it run on autopilot? If you track the success of other investments, why not track your advertising?

Move the Needle with Precision

The only way to corroborate the effectiveness of an advertising plan is by measuring it. And the only way to improve is to track with daily transparency how advertising strategies and tactics are performing. With this data-backed knowledge, your ad agency will have greater conviction to invent new creative or shift your firm’s media mix to improve the results of your investment. Without tracking, knowing when, what type and how much change is necessary is all speculation.

Remove the Guesswork

Advertising tactics change with the speed of technology, and attorneys must experiment to see what hits. But digital tracking tools remove the amount of guesswork in advertising. Technological advancements have given businesses new ways to test, evaluate and record the results and ROI of ad campaigns. For example, you could test different creative on different radio or TV stations or select specific day parts to see what works most effectively for your firm. That is commonly called A/B testing. But without tracking measures, it’s hard to conduct valid experiments.

Rely on More Than Gut Instincts

With the guidance of media buying agencies, many law firms experiment with the latest advertising. But often they base success on their gut instincts rather than looking at what the numbers are showing and forecasting. And that shortsighted approach can lead to some major missed opportunities. While your gut is important in making many of life’s decisions, business is a different beast. Ignoring tracking statistics when adjusting your advertising campaign is a risky way to manage your investment. When you track it from start to finish, a quality advertising campaign can significantly impact your law firm’s overall success. Failing to follow the ebbs and flows of your advertising investment is myopic. And, most importantly, it doesn’t allow your ad agency to work to the best of its ability. While you are at it, pay attention to Intake and conversion. I guarantee you that compulsive tracking of both your Advertising and your Intake and Conversion with great software such as Lead Docket ( Leaddocket.com ) or other software will completely change your game. Have more questions about advertising tracking? Give me a call at 303-817-7313.

Contact Harlan Schillinger

This field is for validation purposes and should be left unchanged.

Testimonials

What People Are Saying About Harlan

I have recommended Harlan on many occasions to our plaintiff attorney clients and he is very responsive to our clients’ needs. He is prompt, gracious and a pleasure to work with. He is a total professional who provides great advice even if it’s not in his own best interest. He is a trusted resource and I count on him.

Nancy Fraser Michalski, RN

Vice President & Founder Med Legal at Elevate Services Inc.

Harlan has been our firm’s exclusive marketing consulting agent for many years. His companies provide us expert advice cost effectively in all areas of marketing including television, billboard, Internet, etc. We could not possibly be more pleased with our results and the value we get for every marketing dollar spent. We have achieved widely recognized success in a very tough and competitive market largely from Harlan’s efforts, knowledge, instincts and expertise.

Melvin B. Wright

Attorney at Colling Gilbert Wright & Carter

I have known Harlan since 1995 when I started working at Network Affiliates as a medical advertising and marketing consultant. I can personally attest to Harlan’s knowledge and abilities regarding legal advertising and marketing. He helped me get started in the business of advertising professional services. He is one of the legal marketing industry icons and genuine “good guys”. He is always willing to share ideas, exchange strategies and develop win-win relationships. I am also happy to call Harlan a friend.

Bill Fukui

Director of Sales & Marketing - Page 1 Solutions

I was very fortunate to meet Harlan when I first started working in the legal industry. Over the past 8+ years he has been a friend, mentor and client. I can say without reservation that there are few people in the entire industry who know more about legal marketing and practice management and/or who care more about legal marketing and practice management. I have had the opportunity to work with Harlan on mutual client projects, have see him speak at numerous events and have contacted him numerous times just to pick his brain and get his expertise. He is always open and willing to share what he knows and help anyone who asks. If you are looking for help, guidance, assistance, expertise, consulting as to how to grow your law firm you would be in GREAT hands with Harlan.

Paul Faust

Owner at RingBoost and Partner/VP Business Development at Primary Wave Media

We hired Harlan (Network Affiliates) to create and manage our marketing campaign about 7 years ago. The result was tremendous. Harlan and all the folks at Network have great ideas, great energy and top-notch execution. They don’t just talk, they walk the walk.

Michele Vaughan

Attorney at Boller & Vaughan, LLC

I’ve known Harlan for many years, almost as long as I was at AAJ (19 years); he was our main point of contact for purchasing advertising and other such services from us. Harlan is a very astute marketing professional, as well as a tough but fair negotiator. When you spoke with Harlan, you had to be on your toes and know your stuff, because he knew every nuance of his business and yours. The best thing about working with Harlan was his incredibly positive attitude about his business, and his excitement over what he did in his job every single day. It’s hard to find someone who is that dedicated to what he does – and I know this carries over into serving his clients of Network Affiliates as well. This is a man you want on your side!

Judy Lewis

Senior Business Development Specialist at American Physical Therapy Association

Harlan is an extraordinary man with big visions. His marketing/business development skills are exceptional. His integrity and dedication is genuine and shines through his professionalism and charity work.

Liz Lujan

Broadcast Media, Print and Digital Sales and Marketing Consultant

If your law firm wants to investigate direct-response marketing, there is no better person to call. Harlan works nationwide, and you can trust he will put your interests first.q

Bob Weiss

Founder and President Alyn-Weiss & Associates, Inc.

He is the “Man” when it comes to advertising. Known him for years, should have hired him a lot sooner.

Greg Jones

Owner, Greg Jones Law

 

More Reviews on More Reviews on

Black Swan: The Impact of the Highly Improbable. Black Swan: The Impact of the Highly Improbable.

Black Swan: The Impact of the Highly Improbable. Black Swan: The Impact of the Highly Improbable.

/ˌblak ˈswän/. noun.

Black Swan: The Impact of
the Highly Improbable.

So, why black swan? The analogy is drawn from the discovery of black swans in Western Australia by Dutch explorer Willem de Vlamingh in the 17th century. At the time, Europeans had believed that all swans were white, so finding a black variety was a completely unexpected event which had never been experienced before. By extension then, a black swan is used to describe any phenomenon which occurs even though people think it impossible.

The following terms are trademarked:
  • No Gimmicks, Just Results™
  • Ambassador of First Impressions™
  • The Only Thing You Have to Lose, Is Money ®
  • The Only Thing You Have to Lose Is Profit ®
  • What you don’t Know, You Don’t Know ®
  • Intake is Not just another thing to do. It is a Major Responsibility ®
  • Making a Wrong a Right ®

Contact Harlan Schillinger

Harlan Schillinger Logo
  • About
  • Articles
  • Testimonials
  • Contact Me
© 2025 Harlan Schillinger