How Law Firms Can Set Up Google Analytics for WordPress | Good2bSocial media


[Author: Noreen Fishman]

WordPress is one of the most popular platforms among legal marketers. WordPress websites tend to be easier to create, simple to maintain, and provide excellent user experience for visitors. However, in order to improve your lawyer’s web marketing efforts, it’s important to understand how people behave once they land on your pages. The best way to understand this information (and much more) is to Google Analytics. With a simple plugin, you can quickly install Google Analytics and start collecting valuable data instantly. Here’s how to use Google Analytics to find out what’s working and what’s not on your WordPress site.

Web Marketing Lawyer With Google Analytics

What can be tracked on Google Analytics for WordPress?

Google Analytics provides a variety of reports that provide information about who visits your site, what pages they view while there, how long they stay, and more. The tool tracks the many interactions between your company’s website and its visitors. Some of the specific reports that people find most useful are:

  • Real-time activity – This report shows current activity on your website, such as where and how visitors came to your site, and other actions they take. You can see the pages people see, the actions they convert on, and more. This report is useful for seeing immediate results on things like campaign activity, social media posts, or event monitoring.
  • Acquisition – It is important to understand where your visitors are coming from. Having this information can help you optimize campaigns and differentiate new visitors from repeat visitors.
  • Commitment – How do people actually interact with your website? Metrics like page views, scroll activity, time on page, or media interactions can all show you how people are reacting to your content. Google Analytics also groups user activity by sessions (a single visit to your website) so you can get a clearer picture of a person’s overall journey through your website. You can learn more about which CTAs or landing pages are successful and which ones need refinement.
  • Retention – Besides the number of new visitors your website receives, you want to understand the behavior of returning visitors. How often do people return after their first visit? How long do they stay?
  • Demographics – This is where you can get a better breakdown of your visitors are. You can filter reports by age, location, topics of interest, etc.
  • Technology – It can be useful to know what operating systems, browsers or devices people are using to access your website. This is particularly useful because portable becomes more prominent in online business. You can use this information to better tailor your efforts.

web marketing lawyer

You will also be able to benefit from information specific to the plugin you have chosen. Some features and information come standard with other analytics plugins in the WordPress library. For instance:

  • Detailed performance reports
  • Real-time statistics
  • Custom dimension tracking
  • User role-based permissions

How to configure Google Analytics for WordPress

To add Google Analytics to your WordPress site, you can use a plugin or opt for a manual approach. Either option will work, but the key is to make sure you’re actually using Google Analytics! Sign up with a Google account, then go to Google Analytics sign-up page and click “Start measurement”.

Google Analytics for Law Firms

This will take you to an “Account Setup” page where you will fill in the necessary information. Remember that your account name is the name of your website’s Google Analytics profile. You can choose any name you want, but most people choose their business name. Next, check your preferred boxes under “Account Data Sharing Settings”. This will control how Google can share your data. Then click “Next”.

web marketing lawyer

In “Property Setup”, enter a name for your first Google Analytics property. For now, you can just make it the domain of your website. Then click “Next”. In the “About your business” section, provide additional information about your business, but remember that this section is simply optional. When you have completed these steps, click “Create”.

At this point, you will be redirected to your analytic dashboard. On this screen, search for “Choose a platform” and click on “Web”.

Google Analytics for Law Firms

Here you will need to configure a data feed, which is a source of data from a specific website or application. Fill in the required fields and click “Create feed”. You will then receive a Measurement ID (a string of characters that you will use to send your website tracking data to Google Analytics). If you are using a plugin, you may need to add this information to it. We suggest keeping this tab open as you go through the following steps. You can now link your Google Analytics account to your WordPress site and start improving your web marketing strategy for lawyers!

Configure GA with a plugin:

There are several Google Analytics plugins to choose from and the configuration may be slightly different for each one. In this exercise, we use the ExactMetrics connect. If you choose a different plugin, you can expect a similar process.

Install and activate ExactMetrics on your website. Once done, choose the new “ExactMetrics” option in your WordPress dashboard, then click “Launch Setup Wizard”.

There will be a few setup screens to click through until you are prompted to sign in to Google and authorize the plugin with the desired permissions. On the “Connect Google Analytics to your website” screen, choose the view you previously created and click “Finish the connection”. You’ll click through a few more screens and then you’ll be ready to use Google Analytics with WordPress! Look for analytics under ExactMetrics → Reports.

It should be noted that some plugins may require you to insert the tracking code yourself if they don’t come with the same level of automation. To find this information, go to your Google Analytics admin tab (it’s the cog icon in the lower left corner of the dashboard), then choose “Data feeds” under the account and the appropriate property.

Configuration of GA without plugin (manual option):

If you don’t want to use a plugin or don’t feel comfortable editing WordPress theme files directly, you can use this method. First, make sure to back up your WordPress site in case you run into trouble. Additionally, we recommend that you make your changes to a child theme so that you can update the parent theme without losing your changes.

Start by finding the tracking code in the Google Analytics admin tab (the cog icon in the lower left corner of your dashboard). Choose “Data Feed” under the account and property you chose. Select the one you want, then scroll down to “Marking instruction”. Open the “Global site tag” accordion and copy the code.

Now paste this code into your active theme’s header.php file. You can modify this file in several ways. Download the file and re-upload it to your server or edit the file via WordPress under Appearance → Theme Editor. In header.php, paste your tracking code directly above the closing tag and save all changes. You now have a code that will send your website tracking information to Google Analytics.


Operating your website without regularly reviewing the data will hamper your lawyer’s web marketing strategy. The information that Google Analytics can provide allows many companies to significantly improve their performance. WordPress makes installing Google Analytics quite simple and quick.


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