10 Metrics that matter inside Google Analytics for Real Estate Websites
Google Analytics is powerful, but with that power comes a complexity that can seem intimidating at first. Here are our suggestions for 10 parts of your dashboard to examine first. Understand these metrics and you’ll be on your way to gathering illuminating data on your landing pages and overall website in no time,
1. Pageviews and unique pageviews:
This is where it all begins. Pageviews are the total number of times any page on your site was viewed; unique pageviews are those views minus multiple views from the some visitor.
This number alone won’t tel I you a great deal, but watching it over time will. Change the date range settings to see how traffic fluctuates over the course of an average week, month, or quarter. This can help you figure out the best time to run special promotions for the most views, or perhaps when you should run an extra campaign to prop up business during lulls. And any drastic change can tell you to look closer into what’s going on.
2. New visitor conversion rate:
How many people who visit your site become leads or customers? Go to Audience > Behavior > New vs Returning to find this out after you’ve set up one or more conversion goals.
Even if you haven’t set up conversion goals inside Google Analytics and aren’t tracking sales online, you can still calculate your visitor-to-lead conversion rate. Assuming you have data on new leads from your email service provider or whatever other platform you use to store your leads’ information, you can divide the number of new leads by unique views to get a ballpark figure. Watch for this number to stay steady or improve over time to make sure that you’re not getting diminishing returns when creating more content.
3. Acquisition mix:
“Acquisition” is just a fancy term for how people get to your pages. On your dashboard under that label, you’ll find a chart that looks something like this:
- Organic Search
- Email Direct
- Social Paid
There’s no single right mix of acquisition sources out there. What’s important is that this chart matches up with your expectations for any given page or set of pages.
For instance, if you’re spending hours trying to stuff your landing pages with the right keywords for SEO—and yet your organic traffic is a tiny sliver of the pie—you know something’s wrong.
Many tools can tell you about the money cost of acquisition for each lead, but this chart can also tell you whether the time cost is worth it, at a glance.
4. Percent of new sessions/top landing pages:
When you look at a list of your pages in Google Analytics, you’ll see a column marked “% New Sessions.” This tells you what percentage of people who visit this page start with that page (rather than clicking through from another part of your site).
Why does this matter? Because it can help you identify “landing pages” that you’re not currently treating as landing pages.
Google defines a “landing page” a little differently than most marketers. In Google Analytics, it simply refers to the page on which someone first enters your site.
The first page on your site someone sees should both make clear what you’re offering and give visitors a way to opt in to engage further with your company. If a large percentage of people are getting introduced to your site via a page that doesn’t accomplish those goals, consider adding a strong call-to-action.
Find your top landing pages by going to Behavior > Site Content > Landing Pages.
5. Percentage of new visitors:
When you go to Audience > Overview, you’ll find a simple pie chart showing what percentage of your site’s visitors are seeing you for the first time.
On the site level this is interesting, but applying a filter for a given page or group of pages is even more so. For instance, you’ll probably want a blog homepage to receive a substantial amount of repeat visitors, since that indicates you’re growing an audience. On the other hand, many landing pages are meant to get newcomers into your audience—so if they’re mostly seen by repeat visitors, something is wrong.
6. Bounce rate:
Bounce rate reflects the percentage of visits in which someone left the page they viewed without clicking through to another page or interacting with it in any other way. If your page is designed to get people to submit an opt-in form or click through to a shopping cart page, your bounce rate can help indicate how many people are responding to your call to action.
An ideal bounce rate varies by page type. For instance, a high bounce rate for a page listing your address and phone number is fine. Presumably, after visitors view this page, they will call you or head over to your location rather than clicking around more. But a high bounce rate for your blog home page would be very bad news—that means that lots of people aren’t engaging with you at all.
7. Mobile use stats:
Does it really matter if your landing pages are mobile-responsive? Look at your mobile stats (under Audience) to find out. Pay attention to the percentage of visits to your site that take place on mobile devices—it’s probably substantial.
Then, see how your mobile use metrics compare to desktop views. Given common mobile browsing habits, you should probably expect slightly lower session durations and pages per session—and slightly higher bounce rates—on mobile. But if these figures are significantly out of sync with your overall stats, pick up your smartphone and start figuring out how the mobile experience your pages offer can be improved.
8. Page load time:
This one’s not about your audience. It’s about you. Every extra second someone has to wait for your page to load is an opportunity for someone to lose patience and drift away.
To see how speedy you are, go to Behavior > Site Speed on your dashboard. Then, go to “Page Timings” to see which pages in particular you may need to improve. (Happily, you can get specific suggestions for improvement right inside Google Analytics (Google Analytics for Real Estate Websites).)
9. Page depth:
To find this metric, go to Audience > Engagement > Page Depth. This tells you how many pages visitors are consuming during a given visit to your site. (If they leave before it finishes loading, it’s even possible to score a page depth of less than 1.)
If you’re a blog or other content-first site, rising page depth is a cause to celebrate. However, it isn’t a standalone metric. You’ll need to watch it in tandem with your conversion rates. If you have a high average page depth but low conversion rates, it’s probably a sign that you need to be providing many more opt-in points throughout your site.
10. Session duration:
This often correlates with page depth, but not always. Even if someone only visits 2 pages on your site, they can still have a high session duration if they spend a longtime with the content on those pages.
Average session duration can help you make decisions about where to place your calls to action and how much content to add to your landing pages. For instance, if your session duration is averaging less than a minute, you’ll want to get straight to the point. If people linger, they may be open to a little more detail.
And that’s what Google Analytics for Real Estate Websites can do for your landing pages: give you insight into what your visitors do, so you can get them to opt in for something they want. Good luck!