Real Estate Lead Analytics
Building lead tracking from scratch for a family real estate business: GA4, Tag Manager, Search Console, UTM strategy, and local SEO reporting.
GA4 · GTM · Search Console
Overview
A ground-up measurement project for a family real estate business: designing and implementing the tracking needed to know which marketing channels and listings actually generate leads.
Problem
Before this project, there was no reliable way to connect marketing activity to leads. Decisions about where to spend marketing time and money were made without data.
Context
Live project for a real business, which means the results section follows a rule: nothing gets published until at least one full month of clean data exists. No placeholder numbers, ever.
My Role
Solo: analytics architecture, implementation, and reporting design.
Approach
- Defined an event taxonomy for lead-generation actions (form submits, phone clicks, showing requests)
- Implementing those events through Google Tag Manager
- Designed a UTM tagging strategy so every campaign is attributable
- Connected GA4 with Google Search Console to link organic search behavior to on-site conversions
- Building a monthly reporting template plus local SEO experiments to measure search visibility
Key Findings
Content in progress. Results will be published after a full month of clean data. No numbers appear here before then.
Recommendations
Content in progress. This section follows the first reporting cycle.
Artifacts
Content in progress. The event taxonomy and reporting template will be shared in public-safe form.
Reflection
Content in progress.
Status
Currently building. Implementation is underway; this page becomes a full case study once the first month of validated data is in.