Campaign · Mass Tort Glossary
Also known as: sign rate, retainer conversion rate, lead-to-sign rate
In mass tort advertising, conversion rate measures the percentage of ad-generated inquiries or leads that complete a qualifying intake step—typically a signed retainer agreement—within a defined campaign window. It is calculated by dividing signed cases by total inbound contacts attributed to a specific channel, creative, or media buy, and serves as a primary efficiency metric for evaluating cost-per-signed-case across tort-specific campaigns. Low conversion rates may signal misalignment between ad targeting and actual claimant eligibility criteria, weak intake follow-up protocols, or overly broad media placements that attract out-of-criteria respondents.
Mass Tort Ad Agency manages claimant-acquisition campaigns built on the concepts in this glossary — transparent cost-plus-15% pricing, in-house CloudIntake qualification, and chain-of-custody on every signed retainer. See the torts we run or book a strategy call.
This glossary is compiled by Mass Tort Ad Agency from 15 years and $250M+ in plaintiff Meta ad spend. Browse the full reference or talk to our team.
Browse the full glossary