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Media Management

June 9, 2023

3 min read

The 5 Most Important Google Analytics 4 Resources to Keep an Eye on for Multifamily

As the multifamily industry continues to grow, staying up-to-date with the latest technology and tools is crucial to help manage and optimize properties. Google Analytics 4 (GA4) is one such tool that can help multifamily property owners, and managers gain valuable insights into their website’s user behavior. In this article, we will discuss the 5 most important analytics resources to keep an eye on in Google Analytics 4 specific to the multifamily industry.

Traffic Sources

Traffic Source reporting can provide valuable insights into the sources sending the most visits and which sources provide the highest quality traffic to your website. Traffic Source reports can be broken down by source, medium, campaigns, etc. This will allow multifamily marketers to compare results from specific sources to decide how to improve the quantity and quality of traffic generated by these sources.

Events

Events in GA4 allow for tracking of user interactions with your website. This can include tracking the number of views and clicks on available units, the time spent on the website, and other key interactions for multifamily properties. This information can help property managers understand what potential renters are looking for and optimize their website to meet their needs.

Conversion Tracking

In the multifamily industry, the ultimate goal is to convert website visitors into renters. Conversion tracking in GA4 allows for tracking specific actions taken by users, such as filling out a contact form, scheduling a tour, clicking on a phone number link, and starting and completing an online application. More important than what you track is ensuring you follow the same conversion and event tracking strategy across your entire portfolio to have “apples to apples” comparisons and effective benchmarking for website performance. This data can help property managers understand which marketing efforts are most effective at driving conversions.

Funnel Analysis

Funnel Analysis in GA4 helps track users’ steps before a conversion. For multifamily properties, this can include tracking a user’s steps from viewing a property to becoming a new lead. Funnel Analysis can help identify where users drop off, allowing property managers to make necessary changes to optimize the conversion process.

User Properties

User Properties can provide valuable insights into potential renters’ demographic and psychographic data. In the multifamily industry, it is essential to understand who your target audience is and what their needs are. User Properties in GA4 can help track information such as age, gender, interests, and more, allowing property managers to tailor their marketing efforts to attract the right renters. Ensure you activate Google Signals in your GA4 settings to get the most demographic data possible.

In conclusion, Google Analytics 4 provides valuable analytics resources that can help multifamily property owners, and managers gain insights into their website’s user behavior. Traffic Sources, Events, Conversion Tracking, Funnel Analysis, and User Properties are some of the most important GA4 analytics resources to keep an eye on for the multifamily industry. Property managers can optimize their marketing efforts by leveraging these resources and ultimately increase conversions.

Have questions about optimizing GA4 for a community website or across your entire portfolio? Let's connect. We also have a series of videos on our YouTube channel that covers these resources individually and the basics for multifamily GA4 best practices.

Marketing Data & Analytics