The marketing analytics checklist every small firm needs

Is your marketing actually working?

Most marketing reports are a mess. They’re either so vague they could apply to any business, or so dense they require a data science degree to interpret. Even worse, too many lawyers don’t have meaningful access to their data.  According to the ABA’s 2023 Websites & Marketing Tech Report, only about 20% of law firms say they get regular marketing performance reports. And even if they’re one of the lucky few, access is often limited to only one person.

For small firms, this leads to a maddening question: Are we actually getting anything from this marketing? That uncertainty creates a cascade of problems. Budgets get slashed. Confidence erodes. Decision-making becomes reactive. You start ignoring the data altogether because it feels like it’s written in a different language.

I get it. I’ve worked with firms of all sizes. I’ve seen the spreadsheets, the slideshows, the overly optimistic PPC reports, and the completely disconnected “strategy docs.” And here’s what I’ll tell you:

Most small firms aren’t failing at marketing because they’re bad at it. They’re failing because they can’t see it.

You can’t make good decisions in the dark. That’s not a marketing problem. That’s a transparency problem. And that’s fixable.

The real gap isn’t data, it’s clarity

The good news is that you don’t need a massive budget or an internal marketing team to gain that clarity. What you do need is a way to consistently measure what’s working, what’s not, and what to do next.

That’s why I put together this checklist.

It’s not another jargon-filled diagnostic tool or an upsell disguised as a quiz. It’s a plain-English roadmap that helps you audit your current setup, cut through the noise, and identify the real levers you can pull to drive growth.

RELATED: Small law firm marketing is broken. Here’s how we’re rebuilding it

The small firm marketing analytics checklist

Use this to figure out where you are, where the gaps are, and how to move forward with more confidence.

Foundation: Do you have the basics?

Before you can optimize anything, you need a baseline. A surprising number of small firms don’t even know how to access their own data—or rely entirely on vendors to interpret it for them.

•  I have access to my website’s analytics (e.g., GA4, Search Console)
•  I know how to log into those platforms, or someone walks me through the data monthly
•  I’ve defined clear marketing goals (calls, form fills, consults—not just traffic)
•  I know exactly what I’m paying for in marketing (ads, SEO, content, etc.)
•  I have one place where I can see how things are working

If you’re missing a few of these, that’s okay. Most firms are. But it’s worth fixing, because everything else depends on it.

Visibility: Can you see what matters?

You don’t need 60 charts and a spreadsheet of your top 100 keywords. You need a few key metrics that actually help you make decisions. Without them, you’re just guessing (and paying for it).

•  I can see how many leads I’m getting, and where they’re coming from
•  I have a way to connect marketing efforts to actual signed clients
•  I review marketing performance at least monthly
•  I understand the data I’m seeing, it doesn’t feel overwhelming
•  I can make confident budget decisions based on my marketing data

If you’re struggling to answer these questions, you’re not alone. Many small firms are stuck in the “I think it’s working” phase. A well-built dashboard can get you out.

Accountability: Are you getting answers?

You shouldn’t have to interrogate your marketing agency to get a straight answer. Transparency should be baked into the process.

•  My marketing partner or team explains performance in plain language
•  I know what success looks like for each channel (ads, SEO, email, etc.)
•  I can ask tough questions, and I get clear, honest answers
•  I’m not stuck looking at vanity metrics like impressions or followers without context
•  When something isn’t working, I know what we’re doing about it

Good marketing is measurable. If your current setup can’t show you results—or worse, keeps you in the dark—you deserve better.

Empowerment: Are you set up to lead?

You don’t need to be a marketing expert. But you do need a few tools and a little structure to lead well.

•  I understand 3–5 key metrics that guide our marketing decisions
•  I have a system (even a basic one) for tracking ROI
•  I know what “good data” looks like
•  I’ve invested in tools or partners that give me clear, actionable insights
•  I feel confident making marketing decisions based on performance

This isn’t about perfection. It’s about creating a repeatable rhythm that keeps you from defaulting to guesswork.

Your scorecard

• 0–10 checks: You’re flying blind. That’s not sustainable. Let’s fix it.
• 11–18 checks: You’re on your way! Fill in the gaps and simplify.
• 19–20 checks: You’re in rare air. Keep going, and help others catch up.

RELATED: How do you calculate digital marketing ROI? A guide for strategic growth

What next?

If you made it through this list and realized your setup needs work, that’s a win. Awareness is the first step. And this doesn’t have to be complicated. You don’t need to overhaul everything. You just need a clear way to connect your marketing activity to business outcomes—and a partner who can help you get there without drowning you in jargon.

That’s what we do at LaFleur. Using Clearboard, we build smart, simple dashboards that help small firms see what’s working, fix what’s not, and move forward with confidence. Schedule a demo if you want to see how it looks in action. Or shoot us a message, we’re always happy to translate marketing speak into plain language.

References

Johs, A. (2024, January 8). 2023 Websites & Marketing TechReport. American Bar Association. Retrieved from https://www.americanbar.org/groups/law_practice/resources/tech-report/2023/2023-websites-and-marketing-techreport/