Extensor — Marketing measurement for law firms

Contact

Marketing measurement for law firms

Spend less.
Sign more.

Most of your marketing budget is impossible to measure, so the channels that drive cases keep getting cut. Extensor measures all of it and helps you put your money where the cases are.

Book a demo

The measurement opportunity

+20%

increase in marketing ROI after adding measurement

share of branded search that is actually incremental

−71%

change in cost per case after incorporating controlled tests

Industry benchmarks — Circana, Meta & Quirks

Why measure

Last-click reporting buries your best channels.

Last-click attribution credits every case to the bottom of your marketing funnel. TV spots, billboards, and radio reads never show up, which means pressure to cut the very channels filling your funnel.

What last-click tells you

All the credit goes to channels that capture existing demand.

TV, radio, and billboard generate little or no volume.

Digital platforms like Google and Meta claim the same cases.

Key campaigns sidelined in favor of easy to track media.

What Extensor shows

Each channel's true, incremental contribution.

Offline and upper-funnel channels finally visible.

One-to-one case counts with zero chance of double-counting.

The real return from every dollar you spend.

The payoff

Better measurement means better results.

Cut your cost per case

Move spend away from channels that don't generate cases and into the ones that do. Watch your blended cost per case drop.

Win more cases with the same spend

Find the channels and markets with room to grow and add both case volume and ROI.

Stop paying for cases you'd win anyway

Incrementality tests help you stop overpaying by identifying the cases your advertising drove and the ones you'd have signed for free.

Clarify every line of your budget

Walk into your next leadership meeting with hard data showing each channel's value. Our approach is rigorous, proven, and privacy-safe.

How it works

How measurement turns spend into signed cases.

A four-step method: ingest, model, test, optimize. Each step ensures that your budget will drive more cases.

Ingest

Ingest and prepare your data

We pull raw marketing data from every platform alongside your aggregated case data, then clean, de-duplicate, and structure it into one modeling-ready dataset. No pixels, no cookies.

Result One clean, privacy-safe source of truth.

Raw inputs to modeling-ready

Google Ads

Local Service Ads

Build your media mix model

We model how every channel, from paid and organic to TV, billboards, and referral, actually drove signed cases over time, separating real contribution from noise and surfacing where the upside looks most promising.

Result Each channel's true, incremental contribution.

Test

Prove it with incrementality tests

For the channels that look most promising, or most wasteful, we design controlled tests to isolate cause from correlation and prove model findings before you commit your budget.

Result Causal proof from modeled insights.

Incrementality test, signed cases per week

The gap between test and holdout is the incremental lift.

Recommended reallocation Current Recommended

Local Service Ads▲ +29%

TV & cable▲ +38%

SEO▲ +14%

Paid search▼ −11%

Billboards▼ −22%

Optimize

Shift budget and grow volume

We combine model and test results into clear recommendations: where the next dollar pays off, where it's wasted, and exactly how to reallocate to sign more cases for the same spend.

Result A marketing portfolio that drives more cases.

Projected signed cases

Forecast from Sep

Plan it before you spend it

Move budget. Watch the cases follow.

Every channel saturates. Extensor models the curve from your own data, so you can test a budget before you commit, and find the point where the next dollar stops paying off.

Monthly marketing budget ${{ budget }}k /mo

$20k$140k

Cost / signed case

Results

Marketers that measure, win.

We went from a patchwork of spreadsheets across markets and channels to a robust marketing mix model I've confidently presented to our managing partner and leadership team. Extensor gets the most out of the data you have, not the data you wish you had.

Director of Marketing Multi-state personal injury firm

The team at Extensor knows marketing measurement at an exceptional level, but the real value is how they work. Every step was collaborative, and they made sure the model translated into clear decisions. If you're evaluating MMM partners, you need to talk to Extensor.

James Nuttall, VP of Operations Trucordia

Why this matters now

The most expensive advertising is the most poorly measured.

60%+

of legal marketing spend goes to television, and roughly three-quarters of that is linear TV.

The single biggest line on the budget runs on the channel last-click can't see.

Taqtics

$2.5B+

spent on 26.9M U.S. legal ads in 2024 alone.

Taqtics

$541M

spent by attorneys on out-of-home and billboards in 2024, up about $200M since 2022.

The Hustle

+260%

growth in attorney radio and outdoor ads since 2017.

R Street

$350M

spent on marketing each year by the largest PI firm alone.

Lawyer Marketing Experts

Book a demo

Reach further with Extensor.

Bring your channels and markets. In 30 minutes we'll show you where your cost per signed case is hiding — and how much lower measurement can take it.

Book a demo

or email hello@goextensor.com

Book a demo

See what Extensor could do for your firm.

Book a short call and we'll walk you through our methodology, our results, and whether Extensor makes sense for you.

Book a demo

Prefer email? Reach us at hello@goextensor.com

Book a demo

You're on the list.

We'll reach out within one business day.

See your channels measured

30 minutes, your data, real incrementality.

Request walkthrough

Spend less.Sign more.

Last-click reporting buries your best channels.

Better measurement means better results.

Cut your cost per case

Win more cases with the same spend

Stop paying for cases you'd win anyway

Clarify every line of your budget

How measurement turns spend into signed cases.

Ingest and prepare your data

Build your media mix model

Prove it with incrementality tests

Shift budget and grow volume

Move budget. Watch the cases follow.

Marketers that measure, win.

The most expensive advertising is the most poorly measured.

Reach further with Extensor.

See what Extensor could do for your firm.

You're on the list.

See your channels measured

Spend less.
Sign more.