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Real Estate | Digital Marketing

A Digital Real Estate Marketing Guide to the Google Analytics Update

Posted on June 1, 2023 | Read time: 4 minutes

From user-generated AI to adaptive web experiences, the rapid pace of technological advancements is continuously evolving in the competitive world of digital real estate marketing. Now, big changes are imminent with Google’s latest edition of its analytics platform, known as Google Analytics 4 (GA4). Effective July 1, 2023, GA4 will fully replace the Universal Google Analytics (UA) system currently employed. This change requires updates to your website coding, or you could be left in the dark. GA4’s cutting-edge website tracking tools will provide unparalleled insights into consumer website user behavior. Let’s delve deeper into its features and functionalities.

What is Google Analytics 4?

With its flexible event-driven model, GA4 revolutionizes the tracking of the user’s interactions across devices and platforms. No longer will the site visit be referred to a single source. Analytics will now allow marketers to analyze the customer’s entire digital journey, from which pages on the site they used to what ads they’ve interacted with on social media. GA4 incorporates advanced machine learning, providing accurate predictive analytics and audience segmentation. The new analytics system also aligns with evolving user privacy and data control regulations while capturing more intricate user details. With an abundance of available information, however, it’s important to have someone that can analyze and discern relevant insights.

Unleashing New Marketing Strategies

With interactive media at the forefront of digital marketing, real estate professionals are using innovative formats on their websites to captivate their audiences in dynamic ways. 360-degree tours for both homes and lifestyle-rich communities have gained popularity, providing potential homebuyers with an immersive glimpse into the community. Multimedia brochures have enhanced the storytelling experience, combining video content with traditional brochure information in an interactive way.

With more interactive options available on websites, the Google Analytics 4 update is a valuable tool for tracking their effectiveness. While previous analytics versions allowed marketers to see pages visited and how long they stayed there, GA4 measures performance in greater detail. The updated version can track user scrolling behavior, monitor user interactions with videos, track downloads, and more. Digital real estate marketers can gather valuable data about attention-grabbing sections, identify potentially overlooked sections, and overall refine the website to deliver more engaging experiences tailored to their audience.

How Will Google Analytics 4 Benefit Real Estate Developers?

Upgrading to Google Analytics 4 can help marketing professionals make more informed decisions about strategies and website design. It provides a detailed view of user behavior, allowing in-depth research on how websites should be adjusted for the best results. The enhanced machine learning algorithms can help identify patterns and insights that may not be immediately apparent, aiding in more informed decision-making for marketing strategies and website design. The improved integration with other Google products, such as Google Ads and Google Tag Manager, facilitates seamless tracking of advertising campaign effectiveness and website performance across multiple channels.

Early Migration for Real Estate Websites is Key

For existing Universal Analytics (UA) users, early migration to this update is crucial to establish a seamless transition of current data and collection structures onto the new platform. Unlike Universal Analytics, GA4 does not automatically populate reporting views. The raw data is linked to Big Query, which needs to be appropriately configured to generate insightful reports. As a Certified Google Partner, Cotton & Company offers G4 migration services for clients to easily navigate the process. Our team of experienced social media and web development professionals possess the knowledge and expertise needed to guide clients through the transition and maximize the benefits of Google Analytics 4.

Digital Real Estate Marketing Brochure on mobile device

Digital Real Estate Marketing is Central to Success

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Cotton & Company is a full-service digital real estate marketing firm with 40 years of experience in the luxury segment. With a portfolio of more than 1,700 communities worldwide, the firm recognizes that in every real estate market segment, the most important focus should be developing integrated and targeted marketing programs backed by facts. Cotton & Company’s daily monitoring of website traffic, time spent researching on websites, and the amount of social engagement received are used to generate a highly targeted ad approach.

Combining these strategies with innovative technologies and an unmatched level of creativity has helped Cotton’s clients stand out from their competitors, creating more quality leads and closed sales. Visit to learn more about their full scope of services which range from branding and website development to sales support, lead generation, and digital/social marketing.

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