Reference · 117 Terms

Mass Tort Advertising Glossary

The definitive reference for plaintiff law firm advertising, litigation marketing, and tort campaign management — 117 terms compiled by Mass Tort Ad Agency from 15 years and $250M+ in plaintiff Meta ad spend.

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CPM (Cost Per Mille) Campaign CPM, or cost per mille, is the price an advertiser pays for one thousand impressions of a mass tort ad, regardless of whether viewers click … CTR (Click-Through Rate) Campaign CTR (Click-Through Rate) is the percentage of users who click on a mass tort advertisement after seeing it, calculated by dividing total cli… Campaign Velocity Campaign The rate at which a tort campaign acquires signed retainers relative to the total available claimant pool. High velocity campaigns are those… Case Acquisition Cost Business Case acquisition cost is the total expenditure a plaintiff law firm incurs to sign a single retained claimant into a mass tort docket, calcu… Causation Signal Intel Any piece of scientific, epidemiological, or clinical evidence suggesting a causal link between a defendant product and plaintiff injury. St… Chain of Custody (Lead) Intake The documented sequence of possession and handling a lead undergoes from initial capture through signed retainer, recording every transfer b… Claimant Legal An individual who asserts they were harmed by a defendant's product, drug, device, or conduct, and who may be eligible to participate in mas… Class Action Legal A lawsuit in which a representative plaintiff sues on behalf of a large group of similarly situated individuals. Distinct from mass tort lit… Co-Counsel Agreement Legal A formal written contract between a referring plaintiff attorney and a mass tort lead counsel or litigation firm that governs the division o… Co-Counsel Origination Business The business model in which a referring ("originating") law firm signs clients through advertising and refers them to a national litigation … Common Benefit Fund Legal A court-ordered or negotiated fund established in mass tort and MDL proceedings to compensate attorneys who perform work benefiting all plai… Compliance Creative Campaign Ad creative designed to satisfy both platform policies (Meta, Google) and state bar attorney advertising rules. Mass tort ads operate under … Conversion Rate Campaign In mass tort advertising, conversion rate measures the percentage of ad-generated inquiries or leads that complete a qualifying intake step—… Conversions API (CAPI) Campaign Meta's server-side event tracking system that sends conversion data directly from a server to Meta, bypassing browser-based pixel limitation… Cost Per Case (CPC) Business The total advertising and intake expenditure required to acquire one signed retainer that meets full case qualification criteria. Distinct f… Cost Per Lead (CPL) Campaign The average advertising cost to generate one inbound claimant inquiry, regardless of whether the lead qualifies or signs. CPL is a useful ef… Creative Angle Campaign The core narrative or emotional framing used in a mass tort advertisement to connect a specific injury or harm to a targeted claimant popula… Custom Audience Campaign A Custom Audience is a targeted ad audience built by uploading a first-party data set—such as a list of prior claimants, website visitors, o…

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Landing Page (Mass Tort) Campaign A dedicated web page optimized to convert claimant ad traffic into qualified leads or completed intake forms. Mass tort landing pages must b… Lead Aggregator Business A lead aggregator is a third-party company that generates, purchases, or collects mass tort claimant inquiries from multiple sources—such as… Lead Broker Business A lead broker is a third-party intermediary that acquires potential claimant leads—typically through its own media buys or aggregator networ… Lead Markup Business The practice by some mass tort marketing vendors of charging law firms more per lead than the underlying media cost, pocketing the spread as… Lead-to-Retainer Rate Intake Lead-to-retainer rate is the percentage of inbound mass tort leads that ultimately sign a retainer agreement with the plaintiff firm, calcul… Lien Resolution Legal Lien resolution is the process of identifying, negotiating, and satisfying third-party claims against a plaintiff's settlement proceeds, inc… Litigation Finance Legal Third-party funding provided to law firms or plaintiffs in exchange for a portion of the eventual settlement or verdict proceeds. In mass to… Litigation Maturity Intel One of the four components of the Jacob Score, measuring the stage of a tort's legal development from pre-filing through global settlement. … Lookalike Audience Campaign A lookalike audience is a targeting segment created by an ad platform—such as Meta or Google—that identifies prospective claimants who share… llms.txt Campaign A proposed standard for websites to communicate preferred AI crawler instructions in a structured plain-text file at the root domain. Analog…

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PFAS / Forever Chemicals Tort Tort Mass tort litigation against manufacturers of per- and polyfluoroalkyl substances — a class of synthetic chemicals used in food packaging, c… PRR (Proportional Reporting Ratio) Intel A statistical measure used in pharmacovigilance to quantify disproportionate adverse event reporting for a specific drug-event combination i… Paraquat Tort Tort Mass tort litigation against manufacturers of paraquat dichloride, an agricultural herbicide linked to Parkinson's disease. Litigation is co… Pixel Event Campaign A tracked user action on a landing page or intake form that fires a signal to Meta's advertising platform for optimization and reporting. In… Plaintiff Fact Sheet (PFS) Legal A standardized questionnaire completed by each plaintiff in a mass tort litigation, typically required under a court-ordered discovery proto… Plaintiff Firm Legal A law firm that represents injured individuals (plaintiffs) against corporations, manufacturers, or other defendants in personal injury, mas… Plaintiff Steering Committee (PSC) Legal A Plaintiff Steering Committee (PSC) is a court-appointed group of plaintiff attorneys selected to coordinate and manage pretrial litigation… Pre-Qualification Intake Pre-qualification is the initial screening stage in mass tort intake during which a prospective claimant is evaluated against a defined set … Product Liability Legal Product liability is the area of law under which manufacturers, distributors, and retailers can be held legally responsible for injuries cau…

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SOL (Statute of Limitations) Legal The legal deadline by which a plaintiff must file a lawsuit or forfeit the right to sue. SOL periods vary by state and tort type — typically… Signed Retainer Intake A fully executed attorney-client retainer agreement between a claimant and a plaintiff law firm, representing the core conversion event in m… Social Media Addiction (SMA) Litigation Tort Mass tort litigation against Meta, TikTok, YouTube, Snapchat, and other social media platforms alleging that algorithmically designed engage… Specific Causation Intel Specific causation is the element of a mass tort plaintiff's case establishing that the defendant's product or conduct actually caused harm … Spend Pacing Campaign Spend pacing is the process of distributing a mass tort advertising budget across a defined time period—daily, weekly, or monthly—to ensure … Spoliation Legal Spoliation refers to the destruction, alteration, concealment, or failure to preserve evidence that is relevant to anticipated or pending li… Sports Betting Addiction Litigation Tort Emerging mass tort litigation against DraftKings, FanDuel, BetMGM, and other sports betting operators alleging that deliberately addictive d… Statute of Repose Legal A statute of repose is a hard deadline that extinguishes a plaintiff's right to bring a claim after a fixed period measured from a specific … Suboxone Tooth Decay Tort Tort Mass tort litigation against Indivior, manufacturer of Suboxone (buprenorphine/naloxone) sublingual film, alleging failure to warn about sev…