CallRail is a powerful marketing tracking tool that can be used in conjunction with Lawmatics to log incoming calls and automatically record which of your marketing sources the call is attributed to.
Here are some key features of the CallRail integration:
Access to view call log right in Lawmatics
Easily create a new matter for a caller or assign the caller to an existing matter
Automatic logging and duplicate prevention based on the caller's phone number
Automatic marketing source tracking
Listen to call recording and log notes on the call within Lawmatics
If you do not currently use CallRail and would like to learn more about how it can be an asset to your firm, check out their website here.
Connecting Your CallRail Account to Lawmatics
If you are already a current CallRail user, your first step is to integrate your account with Lawmatics. To do this, go to settings > integrations > CallRail > Connect CallRail.
You will then need to enter in the following information from your CallRail account:
The API Key must be created by a CallRail user with either an Admin or Manager role.
Once you have your CallRail account connected, you will see a phone icon added to your Lawmatics page in the top right, near the search and settings icons. Click this icon to view a log of all of your calls that have into your firm via CallRail.
Call Log
Your calls will be broken into three categories, Unassigned, Assigned, and All Callers. When calls come in, they will need to be assigned to one of your Lawmatics matters. Lawmatics will automatically check the caller's phone number against existing phone numbers in your CRM, and if it finds a match then it will assign that caller to a matter automatically. These will be listed in the Assigned Callers tab.
You will see the caller's number, their name, the location of their phone number, the matter's case title, the matched source (see Marketing Source section below for more information), matched campaign, last call date, and actions.
When a new call comes in and Lawmatics does not find an existing matter with that phone number, then the call will be listed under Unassigned Callers.
Assigning Calls to a Matter
To assign the call to a matter, you will click the person/plus sign icon on the right. You then have the option create a new matter for this caller, filling in any of the listed fields that you know at that time, such as practice area, matter owner, case title etc. You also have the option to assign the call to an existing matter by selecting the blue button at the very top to "Assign Call to Existing Matter".
Once a caller is assigned to a matter, then any future calls from that phone number will automatically log on that matter.
Marketing Source Tracking
CallRail allows you to assign different phone numbers to your different marketing sources, so when someone calls a certain phone number, you know which marketing source they came from. When you integrate CallRail with Lawmatics, you can automatically attribute your new leads to their appropriate sources and campaigns.
To set this up, go to Settings > Marketing Sources in your Lawmatics account and click the edit pencil on a marketing source or campaign. You can fill in any of the following fields:
CallRail Tracking Numbers (sources and campaigns): Select one or more CallRail tracking numbers. A call matches if the caller has dialed any of these numbers, including on earlier calls.
CallRail Source Match Value (sources): Matches any one of these values CallRail sends with the call. Capitalization, spaces and dashes don’t matter.
The source CallRail shows for the call, such as Google My Business
The tracker name with its source in parentheses, such as GMB-San Diego (Google My Business). Use this to match one specific tracker when several share the same source. For website number pools, use just the tracker name.
The call’s utm_source, such as google
CallRail Campaign Match Value (campaigns): The campaign value CallRail sends with the call (its utm_campaign or utm_source), such as GMB-San Diego. Capitalization, spaces and dashes don’t matter.
URL Params Match Value fields (UTMs): These are mainly for web forms. They also match the utm_campaign and utm_source values CallRail sometimes sends with a call, but they’re stricter. For calls, the value must be lowercase with underscores instead of spaces or dashes, such as gmb_san_diego.
Each Match Value field holds a single value. Separating values with commas does not create a list. If a source or campaign needs to cover several CallRail trackers, add their tracking numbers instead.
How Lawmatics Picks the Source and Campaign
Campaign first. Lawmatics looks for a matching campaign, checking tracking numbers before UTM values. If the same tracking number is on more than one campaign, the most recently created campaign wins.
Then the campaign's source. Lawmatics checks whether the source that campaign belongs to also matches the call through the source's own settings. Tracking numbers added only to the campaign don't count for this check.
If another source matches instead, that source is used, and Lawmatics picks a matching campaign from within that source. If none of its campaigns match, the call gets that source with no campaign.
Example:
A GMB-San Diego campaign has the GMB tracking number, but its source has no CallRail settings of its own.
A separate Google Ads source has a match value of google, and the GMB call arrives with utm_source=google_ads.
The call is attributed to Google Ads (and a Google Ads campaign, if one matches), not to the GMB source.
To avoid this, give the GMB source its own match, such as the tracking number or a CallRail Source Match Value of "Google My Business".
When the Source and Campaign Are Set on a Matter
New matter created from a call: Gets the source and campaign matched for the caller's most recent call.
Existing matter matched by phone number: On the caller's first call, Lawmatics fills in the source and campaign only if they are blank. It never overwrites values already on the matter.
Later calls from the same caller: Never change the matter's source or campaign.
Assign Call to Existing Matter: The source is filled in only if the matter's source is blank. The campaign is filled in only if it is blank and the matter's source is the same as the caller's matched source.
Changes to your marketing sources and campaigns only apply to calls received afterward. Matters that already have a source or campaign keep it, and can be edited by hand.
Tips for Accurate Attribution
Make each source match its own calls. Add the CallRail tracking numbers to the source as well as the campaign, or set the source's CallRail Source Match Value to what CallRail sends (for example, Google My Business for a Google Business Profile source).
Be careful with broad values like "google". A source matching google will match every call with utm_source=google, including Google Business Profile calls if those links are tagged with utm_source=google.
Put each tracking number on only one campaign. If two campaigns share a number, the newest one always wins.
Use the CallRail Match Value fields for calls, and leave the URL Params Match Value fields set up for your web forms.
Additional Actions
When viewing the call log, click the arrow/triangle icon on the far right to view additional actions.
Click the phone icon under Actions to listen to a recording of the call.
Click the document icon to log notes on the call.