The Challenge
Personal injury and mass tort firms invest significant budgets in advertising, and most new clients start with a phone call. Call tracking platforms know which campaign and tracking number drove each call, but that information usually stops there. Inside Litify, intakes are created by the intake team, often without a reliable link back to the ad that prompted the call.
Without that connection, firms struggle to answer the most important marketing question: which campaigns actually produce signed cases?
Firms needed an integration that could:
- Capture every tracked call and its marketing source inside Salesforce.
- Match each call to the right intake automatically, even when phone numbers are formatted differently.
- Recover from timing gaps, such as calls that arrive before the intake exists.
- Report on marketing performance from intake through case.
The Approach
Rather than a one-off build, BRIO designed the call tracking integration as a reusable accelerator: a documented solution design and a packaged set of components that can be deployed to a new firm’s org and adapted to its intake process. The design leans on low-code tools and standard Salesforce automation so each firm’s admins can understand and maintain it.
The Solution
Sources and Numbers Stay in Sync: When a new marketing source or tracking number is added in the call tracking platform, matching Litify source and tracking number records are created automatically.
Every Call Captured: Each completed call is written to a call record in Salesforce, with an end-of-day pass to catch anything that was missed.
Smart Matching to Intakes: Automation normalizes phone numbers, finds the matching parties, and connects the call to their recent intake, setting the intake’s marketing source from the tracker, tracking number, or source name.
Built-In Recovery: A daily job retries calls that could not be matched yet, and a one-click action lets staff re-run matching on demand. Configurable settings control how far back to look, how many parties to consider, and how many times to retry.
Reporting That Follows the Money: With calls tied to intakes and sources, rollups and reports show which campaigns drive calls, intakes, and signed cases.
Technical foundation
- Low-code integration connectors between the call tracking platform and Salesforce
- Record-triggered, scheduled, and screen flows for matching and recovery
- Custom objects for calls and tracking numbers, with rollup summaries
- Configurable matching settings and dedicated permission sets
- A packaged, version-controlled component manifest for repeatable deployment
The Impact
The accelerator gives firms a faster path to marketing attribution:
- Inbound calls connected to intakes and marketing sources automatically.
- Campaign performance visible from first call through signed case.
- A proven design that is live at one firm, being deployed at another, and adapted for other call-handling platforms.
- Admin-friendly automation that firms can maintain themselves.
Marketing attribution is only as good as the connection between the ad and the case. Building that connection once, and reusing it well, is how BRIO helps firms spend smarter.
