For estate agents, understanding how people interact with your website is crucial to growing your business. Google Analytics is a powerful tool that can provide insights into your website’s performance, helping you make smarter decisions. However, to truly benefit from Google Analytics, it’s important to go beyond basic tracking and explore its more advanced features.
Here are some simple yet effective advanced tips to help you use Google Analytics like a pro.
1. Track Property Listings with Enhanced E-commerce
While e-commerce tracking is typically used for online shopping, estate agents can also use it to track property listings. By setting up enhanced e-commerce tracking, you can see which properties get the most views, which generate leads, and at what point users drop off without making contact.
This data can help you:
– Understand which properties are the most popular.
– See if there are any issues causing users to lose interest.
– Focus your marketing on listings that need more attention.
With this information, you can improve your listings and marketing efforts based on how visitors are interacting with your site.
2. Use Event Tracking to Measure Engagement
Event tracking helps you understand how people are interacting with your website beyond basic page views. You can set up events to track things like:
– How often people click on a property’s details.
– How many users download a brochure.
– Who watches a virtual tour or property video.
By tracking these events, you’ll get a better idea of what content is working and where users are showing the most interest. This can help you focus on features that improve engagement and drive more enquiries.
3. Set Up Goals and Funnels to Track Leads
Goals in Google Analytics allow you to track important actions, like when a user submits a form or books a viewing. You can also set up funnels, which are paths users take to complete these actions. For example, a funnel could include viewing a property, clicking on “Contact Us,” and then submitting an enquiry.
Setting up these goals and funnels helps you:
– See how many users are completing important actions.
– Understand where users drop off and leave the process.
– Improve your website’s performance by fixing weak points.
With goal tracking, you can clearly see what’s working on your website and what might need improvement to generate more leads.

4. Create Custom Dimensions and Metrics
Custom dimensions and metrics let you track additional data that is specific to your estate agency. For instance, you can create a custom dimension to track property types like residential or commercial listings. This way, you can analyse how users interact with different types of properties and adjust your strategies accordingly.
You can also set custom metrics to track key performance indicators such as:
– The average time spent viewing a property.
– The number of properties viewed per session.
– The number of leads generated by property type.
By using custom dimensions and metrics, you’ll gain deeper insights into your website’s performance and your users’ preferences.
5. Use Segments to Focus on Specific Groups
Google Analytics lets you create segments, which are specific groups of users that meet certain criteria. For example, you can create segments to track:
– New visitors vs. returning visitors.
– Visitors who view properties in specific locations.
– Users who engage with virtual tours or property videos.
This allows you to analyse how different groups of users behave on your website. For instance, you might notice that returning visitors spend more time on your site than new visitors, which can help you focus on retaining more users. Segmentation helps you refine your strategies to target different groups more effectively.
6. Analyse Multi-Channel Funnels
Estate agents often use multiple marketing channels, such as search engine ads, social media, and email campaigns, to attract leads. Google Analytics’ multi-channel funnel reports help you see how these channels work together to drive conversions.
For example, a user might first find your website through a Google search, engage with a property video on your Facebook page, and then submit an enquiry after seeing a retargeting ad. Multi-channel funnels show how these different touchpoints contribute to a lead.
By understanding how various channels interact, you can focus your marketing efforts on the channels that bring the most valuable traffic and leads.
7. Set Up Custom Alerts
Custom alerts in Google Analytics can notify you when something important happens on your website. For instance, if your website traffic suddenly increases after launching a new campaign, you can set an alert to monitor it. Or, if a certain property starts generating a lot of leads, you can get real-time updates to help you act quickly.
Setting up custom alerts ensures that you’re always aware of key changes, helping you react promptly to any shifts in performance.
Google Analytics is more than just a tool for tracking website visits—it’s a way to understand how users interact with your website, which properties interest them the most, and how you can improve your overall marketing strategy. By applying these advanced tips, estate agents can use Google Analytics to gather deeper insights, make smarter decisions, and ultimately generate more leads.