Law firms can use Google Analytics 4 to better understand how prospects interact with content on their websites such as blogs or publications, the practice areas prospects are interested in, lawyers who are gaining popularity, and other actionable insights that can help expand their clientele and enhance their reputation. Here are five Google Analytics 4 metrics that law firms should track to evaluate website performance.
File Downloads
If your law firm has PDF files or Word Docs on its website that users can click to read valuable information written by your lawyers, you’ll want to keep an eye on the File Download metric. File Download is a default event that shows the number of times documents such as PDFs and Word Docs are clicked on your website.
Tracking how often your files are clicked helps you better understand whether online users are engaging with these documents and which topics interest them. These insights will help your lawyers or communications teams allocate their resources more effectively to create content that resonates with your audience.
Scroll Depth
To understand whether your website visitors are engaging with your content, you can create a custom event called Scroll Depth to track how far users scroll down your webpages. This event can show whether visitors have scrolled through 10%, 25%, 50%, 75%, or 100% of a page. These insights help you gain a deeper understanding of which content resonates with your audience, allowing you to allocate your writing time more efficiently.
New Users
If you want to see whether your online brand presence is growing, a helpful metric to track is the number of new users over time. In Google Analytics 4, “New Users” is not a default audience. You’ll need to create this custom audience manually.
Form Submissions, Phone Calls, or Other Types of Inquiries
One of the key metrics for measuring your website and marketing performance is the number of leads generated through your digital initiatives. With Google Analytics 4, you can track leads from form submissions, phone calls, and other types of inquiries to evaluate performance over time.
Traffic and Key Events from Referral Traffic
If you’ve invested in specific referral channels, such as online law publications or directories, you can use Google Analytics 4 to evaluate their performance. By analyzing your referral traffic, you can see whether these sources are driving visitors to your site and leading to inquiries.
