An area not covered as much in the real estate marketing world is tracking and analysis for the purposes of improving your marketing. There are several areas right now where the complexity of either implementing tracking or using the reporting for analysis has become more difficult. Let’s start with the Facebook advertising platform. Currently, if you just have some ads running for a couple different audiences in Facebook and nothing else setup on the tracking then you’re not able to determine the quality of traffic, audience the lead originated from or which ad produced the lead. The same problem can exist with a variety of digital media placements. You spend a bunch a money but don’t know what ads people are most likely to respond to.
The solution is the Google URL Builder. By entering in the campaign source which would be ‘Facebook’, medium which would be ‘newsfeed ad’, Campaign Content which would be the ‘ad version’ and campaign name which would be the ‘Facebook audience’ then you would have the previously mentioned problem solved. This solution would help you identify where your highest volume of leads is coming from along with where your highest quality leads are coming from.
Another area often missed in real estate digital marketing campaign tracking is the ability to implement cross domain tracking. Many times there are multiple websites serving different goals for the same brand and the solution is a separate website in order to avoid confusion. In some cases, people register on the landing page and get redirected to other websites. When this occurs, the bounce rate sky rockets. However, if you focused on bounce rate then you missed an opportunity to see how the person who just gave you their information is interacting with one of your other sites. This happens more often than not with developments where there is hotel website, real estate website, developer website, golf club website and more. The way to see how a lead that just registered and then clicked through to one of your other websites interacts with the other sites is by the implementation of cross domain tracking.
Previously, the cookie placed on the visitor who just registered on one site and then visits one of your other sites would normally drop off without cross domain tracking and you would have lost any information on how they navigated through the rest of the websites you own. However, when cross domain tracking is successfully implemented, you are able to track how the lead interacted with both sites and therefore the quality of the lead.
What’s really special about these two tracking opportunities is when they are combined. You’re able to track traffic from multiple advertising platforms along with the custom segments and ads to see how they flow through across multiple domains. You’re able to balance lead volume and lead quality (as long as you have a large enough sample size)!