Where the recorded
journey began.
Assigns credit to the first recorded channel in the example path.
AI Attribution · Legal AISOPut AI in the full
Put AI in the full
conversion picture.
Define your goals. Follow the recorded journey. Compare how each channel receives credit.
AI measured alongside organic search, paid media, social, and direct, in one view with your firm’s other channels.
Built exclusively for law firms.
AI AttributionIllustrative data
Conversions6Recorded goals
AI contribution4 / 6Journeys with an AI touch
A recorded conversion journey
ChatGPTAI→Google Organic→Direct
Consultation requestedSame journey. Different allocation.
First TouchChatGPT
Last TouchDirect
LinearShared across 3 touches
Credit allocation ≠ proof of causation
Conversion goalsFirst, define
First, define
what counts.
A consultation request. An intake confirmation. Your goal configuration supplies the event condition and value used in the attribution view.
Conversion attributionThe whole journey.
The whole journey.
Every recorded touch.
Compare the same six fictional conversion journeys across three models. Change the allocation without changing the underlying events.
Total conversions6Recorded example goals
AI contribution466.7% of journeys include AI
Avg touches3.2Recorded visits before converting
AI first-touch2Journeys beginning with AI
Channel PerformanceSame six journeys
Google Organic
1.17$1,166.67
Direct
2.00$1,999.99
Google Ads
0.58$583.34
Facebook
0.25$250
LinkedIn
0.25$250
Bing Organic
0.33$333.33
ChatGPTAI
0.58$583.34
ClaudeAI
0.33$333.33
PerplexityAI
0.25$250
GeminiAI
0.25$250
AI-attributed goal value
$1,416.6723.6% of assigned value
Total assigned value $6,000
AI channelsOther channels
Configured goal value.
Separate from collected legal fees.
Bars show conversion credit; dollar amounts use your example goal value. The attribution model allocates credit across the recorded path. It does not establish what caused the conversion. Displayed credits are rounded.
Attribution ModelsConversion credit
| Source | First Touch | Last Touch | Linear |
|---|---|---|---|
| Google Organic | 2.00 | 0.00 | 1.17 |
| Direct | 0.00 | 4.00 | 2.00 |
| Google Ads | 2.00 | 0.00 | 0.58 |
| 0.00 | 0.00 | 0.25 | |
| 0.00 | 0.00 | 0.25 | |
| Bing Organic | 0.00 | 0.00 | 0.33 |
| ChatGPT AI | 1.00 | 1.00 | 0.58 |
| Claude AI | 0.00 | 1.00 | 0.33 |
| Perplexity AI | 1.00 | 0.00 | 0.25 |
| Gemini AI | 0.00 | 0.00 | 0.25 |
| Total conversions | 6 | 6 | 6 |
AI channels are identified explicitly. Values use one shared set of example journeys.
Conversion JourneysFictional examples
Consultation A · 3 recorded touchesChatGPTAI→2dGoogle Organic→3dDirectConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Consultation B · 3 recorded touchesGoogle Ads→1dDirect→3dClaudeAIConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Consultation C · 2 recorded touchesGoogle Organic→3dDirectConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Consultation D · 4 recorded touchesPerplexityAI→2dFacebook→2dDirect→2dChatGPTAIConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Consultation E · 3 recorded touchesGoogle Organic→2dBing Organic→1dDirectConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Consultation F · 4 recorded touchesGoogle Ads→1dLinkedIn→2dGeminiAI→4dDirectConverted+
Goal: Consultation request · Assigned value: $1,000
One fictional recorded journey. Conversion value is an amount you assign; it does not confirm a retained client or a collected fee.
Where the recorded
The final recorded
touch before conversion.
Assigns credit to the final recorded channel in the example path.
Share the credit
across the journey.
Splits credit equally across the recorded touches in these example paths.
Participation and allocated credit answer different questions. “AI contribution” here counts journeys that include an AI touch. The selected model determines the conversion credit and goal value allocated to AI.
Legal AISO · Built exclusively for law firmsSee AI’s role
See AI’s role
in your firm’s marketing.
Start with your goals and the recorded journeys behind every number.