Every dollar.
Every signed case.
CallRail is the attribution backbone for every inbound phone call at MWA. With 1,500–2,000 leads per month — the majority arriving by phone — knowing which channel, campaign, and keyword drove each call is the foundation of all CPL and CPCase reporting.
The core mechanism is Dynamic Number Insertion (DNI): every visitor to DisabilityDenials.com sees a unique phone number based on how they arrived. A visitor from Google Ads sees a different number than a visitor from organic search. CallRail matches the call to the session, the session to the source, and passes that attribution into HubSpot and Salesforce automatically.
For TV campaigns, dedicated vanity numbers per Roux flight allow direct measurement of TV-driven inbound — this is how the $400K Roux spend gets its full attribution story, including the LTD and VA halo effect currently unmeasured.
HubSpot is MWA’s primary CRM and automation platform. Every lead — whether it came in by phone (via CallRail), web form, or attorney referral — lives here as a contact with complete attribution history, practice area qualification, and drip sequence enrollment.
The most critical HubSpot function for MWA right now isn’t the CRM — it’s the VA pre-filing drip sequence. Veterans who call before they’re denied benefits can’t be signed yet, but they can’t be abandoned either. A 9-touch pre-filing sequence that educates, maintains trust, and re-engages based on timeline logic is how 6% VA conversion becomes 8–10%. That fix alone generates approximately 18 additional cases per month from existing lead volume at zero additional cost.
Beyond VA, HubSpot tracks every attorney referral relationship — which attorneys refer most, which practice areas they send cases to, and how those referrals convert. This is the data that drives the attorney gifting program, the Mastermind invitations, and the BDM’s weekly outreach priorities.
Salesforce is the destination for signed cases and the source of every reporting number that goes into the weekly Level 10 scorecard. When a lead converts in HubSpot, the opportunity flows into Salesforce with its full attribution history — which channel drove it, which campaign, which vendor, and what it cost.
This is how cost-per-case by practice area gets calculated accurately. It’s also how vendor performance scorecards are built — the Hennessy Digital 60-day gate metrics, the Roux TV attribution, the Bucaram PR lead attribution — all of it traces back to Salesforce pipeline data matched against marketing spend.
The multi-touch attribution model I’d build here goes beyond last-click: it weights TV, organic, PPC, and referral touchpoints across the full lead journey. So when a lead first hears MWA on TV, finds DisabilityDenials.com through organic search three weeks later, and converts via a Google Ad — all three channels get credit. That’s how the $400K Roux TV spend gets its real ROI story.
every step attributed.
“The $400K in Roux TV spend currently has no attribution story for LTD or VA cases. Every week that passes without measuring the halo effect is a week Marc can’t defend or scale that budget. Within 80 days of starting, this attribution stack will show — for the first time — what TV is actually worth across all three practice areas.”
specifically for MWA.