CGH Injury Lawyers, Monthly Multi-Channel Performance Report
A real monthly performance report for a Denver personal injury firm, KPIs graded by channel, conversions valued for PI economics, every number ending in a so-what and a now-what.
Client: CGH Injury LawyersWhat it produced for CGH Injury Lawyers
Applied the skill's KPI hierarchy, conversion-value ladder, local-service benchmark thresholds, attribution comparison, and the multi-channel monthly report template to CGH (Cheney Galluzzi and Howard, LLC), a Denver personal injury firm working the practice x city money-page model with MDAI (PAA plus geo articles, tier-2 links, technical SEO, core web vitals).
Number discipline (read first)
CGH-private figures (exact retainer, exact monthly lead count, exact ad spend) are not in the source pack, so every dollar and count below is labeled. Two label types are used:
- VERTICAL BENCHMARK: a realistic personal-injury figure used so the framework is demonstrable. Not a CGH fact.
- ILLUSTRATIVE: a placeholder month-over-month value to show the table mechanics. Replace with GA4, Google Ads, GBP, and Hawkeye call data before this goes to the client.
A real CGH report pulls the actuals from GA4, Search Console, Google Business Profile, and the call-tracking line. Nothing here invents a CGH outcome.
Conversion value ladder for a PI firm (the reason calls dominate the report)
The skill's value method is "actual closed value if known, else lead value times conversion rate, else relative value for ranking." For personal injury the closed value of a single signed case dwarfs any home-service lead, so the ladder is steep and the phone call sits at the top.
| Conversion type | Intent | Assigned lead value | Basis |
|---|---|---|---|
| Phone call (tracked, over 60s) | Highest | 400 dollars | VERTICAL BENCHMARK. PI case acquisition value is high; a connected call is the strongest pre-signing signal. Hawkeye owns this number's accuracy. |
| Case evaluation form submit | High | 250 dollars | VERTICAL BENCHMARK. Lower intent than a live call, still a qualified injured-party lead. |
| Live chat started | Medium-high | 120 dollars | VERTICAL BENCHMARK. Often after hours, needs follow-up to convert. |
| Click-to-call tap (mobile) | High | counted inside phone call | Avoid double counting; reconcile taps to connected calls. |
| Directions request (GBP) | Medium | 40 dollars | VERTICAL BENCHMARK. Local intent, weak for PI since clients rarely walk in cold. |
So-what: in PI, a 10 percent swing in answered calls moves more revenue than a 50 percent swing in form fills. Now-what: protect call answer rate and call attribution first; that is the credibility spine of the whole table.
KPI dashboard (tiers 1 and 2, what the managing partner actually reads)
Values are ILLUSTRATIVE to show grading and movement. Status uses the skill's green/yellow/red local-service thresholds.
| KPI | This Month | Last Month | Change | Target | Status |
|---|---|---|---|---|---|
| Total qualified leads (calls + forms + chat) | 58 | 49 | +18% | 60 | yellow |
| Cost per lead (blended SEO + paid) | 95 dollars | 112 dollars | -15% | 90 dollars | yellow |
| Website traffic (sessions) | 4,820 | 4,210 | +14% | 5,000 | green |
| Site conversion rate | 3.4% | 3.1% | +10% | 4.0% | yellow |
Grading note: site conversion rate of 3.4% lands in the skill's Average band (2 to 5%) for local services, but for a high-stakes PI decision a strong injury landing page should push toward Good (5 to 10%). That gap is the single biggest revenue lever this month.
Traffic by channel
| Channel | Sessions | % of Total | Conversions | Conv. Rate |
|---|---|---|---|---|
| Organic Search | 2,650 | 55% | 31 | 1.2% |
| Paid Search (Google Ads) | 820 | 17% | 14 | 1.7% |
| Direct | 720 | 15% | 6 | 0.8% |
| Local / GBP | 430 | 9% | 5 | 1.2% |
| Referral | 200 | 4% | 2 | 1.0% |
| Total | 4,820 | 100% | 58 | 1.2% |
Values ILLUSTRATIVE. So-what: organic is the volume engine (the MDAI geo and PAA build is working as a traffic source), but paid search converts at a higher rate because of bottom-funnel intent on terms like "car accident lawyer Denver." Now-what: the geo articles are pulling research-stage traffic; the next gain is internal links and FAQ blocks on those articles that push readers to the /denver/car-accident-lawyer/ money page.
Channel performance, graded against PI benchmarks
GOOGLE ADS (the skill's local-ads benchmark table applied):
| Metric | This Month | Benchmark band | Status |
|---|---|---|---|
| Search CTR | 4.2% | Good (4 to 6%) | green |
| Conversion rate | 6.1% | Good (6 to 10%) | green |
| Quality Score (avg) | 6 | Average (5 to 6) | yellow |
| Cost per click | high | n/a | watch |
PI ads note: "car accident lawyer" and "truck accident lawyer" are among the most expensive keywords in all of Google Ads (VERTICAL BENCHMARK: top legal CPCs routinely run well into the tens of dollars per click). That is why Quality Score is not cosmetic here. A one-point QS gain on these terms is a material CPC reduction. Now-what: tighten ad-group-to-landing-page message match on the Denver car and truck terms to lift Quality Score off 6.
LOCAL SEO (GBP):
| Metric | This Month | Last Month | Read |
|---|---|---|---|
| GBP profile views | 3,900 | 3,400 | +15%, rising local visibility around the RiNo / Five Points GMB (2701 Lawrence St) |
| GBP actions (calls + directions + clicks) | 210 | 180 | +17% |
| Review count / rating | rising | n/a | reputation is an E-E-A-T and conversion asset for a YMYL firm; keep the review velocity up |
Values ILLUSTRATIVE except the verified GMB address. Local-pack position for "car accident lawyer Denver" is the metric to add here from the geo-grid audit already built for CGH (https://cgh-audit-report.vercel.app).
Conversions by type (where the money actually came from)
| Conversion Type | Count | % of Total | Value |
|---|---|---|---|
| Phone Calls | 33 | 57% | 13,200 dollars |
| Form Submissions | 18 | 31% | 4,500 dollars |
| Chat Leads | 7 | 12% | 840 dollars |
| Total | 58 | 100% | 18,540 dollars |
Values ILLUSTRATIVE, valued with the ladder above. So-what: 57% of conversions and 71% of estimated lead value came from the phone. The report's whole credibility rests on call tracking being clean. Now-what: audit the call-tracking number and the click-to-call reconciliation before next month, or the value column cannot be trusted.
Attribution read (why the call number needs a model, not a guess)
A typical CGH journey is short and call-ended: a victim sees the geo article or a map-pack listing, researches, then phones days later. Last-click would hand all credit to Direct or to the branded search that triggered the call, hiding the organic article that started it.
| Model | Organic article | GBP / Local | Branded / Direct call |
|---|---|---|---|
| Last Click | 0 | 0 | 100 |
| Position-Based | 40 | 20 | 40 |
| Data-Driven (GA4 default) | distributes by measured impact |
So-what: under last-click the MDAI content build looks like it produced nothing; under position-based or data-driven it gets proper first-touch credit. Now-what: if monthly conversion volume supports it, run GA4 data-driven and import offline signed-case outcomes so the firm sees which articles actually feed signed cases, not just clicks. Hawkeye owns the call-attribution slice.
The so-what / now-what summary (the part a client acts on)
- WHAT: leads up 18%, cost per lead down 15%, but site conversion rate (3.4%) still trails the Good band for a PI firm.
- WHY: the MDAI geo and PAA build is lifting research-stage organic traffic; the money pages are not yet converting that traffic at PI-grade rates.
- SO WHAT: the bottleneck moved from traffic to on-page conversion. More traffic alone will not hit the 60-lead target.
- NOW WHAT (immediate, this month): add FAQ blocks and a stronger above-the-fold CTA to /denver/car-accident-lawyer/ and /denver/truck-accident-lawyer/; reconcile click-to-call to connected calls; lift Google Ads Quality Score off 6 on the two flagship terms.
- NOW WHAT (strategic, next quarter): build the outer-section informational nodes (Colorado comparative negligence C.R.S. 13-21-111, statute of limitations C.R.S. 13-80-101, dealing with the adjuster) and internally link them into the money pages, then re-measure assisted conversions under a data-driven model.
Appendix, data sources to wire before client send: GA4 (traffic, conversion rate, attribution), Google Ads (CTR, CPA, Quality Score), Search Console (organic queries, positions), Google Business Profile (views, actions, local pack), and the call-tracking platform (connected calls, source). Caveat: all dollar and count figures above are labeled VERTICAL BENCHMARK or ILLUSTRATIVE and must be replaced with CGH actuals before delivery. No CGH-private outcome is asserted as fact.