GA4 for real estate websites: the reports and events to track

A real estate website should track the actions that lead to business, not just visits. In GA4 that means setting up events for appraisal requests, general enquiries, phone clicks and listing views, marking the valuable ones as key events, and then checking a small set of reports each month. This post assumes GA4 is already installed. If not, start with our GA4 setup guide.

Start with what you want to learn

Before touching GA4, write down the questions that matter to your agency. For most, they are:

• How many people ask for an appraisal each month, and where did they come from?
• Which pages and suburbs attract visitors who then get in touch?
• Are phone calls and enquiries coming from mobile?
• Is our paid and social advertising sending traffic that acts?

Every event and report below answers one of those questions.

The events a real estate site should track

In GA4, everything is an event. Some are collected automatically, such as page views and scrolls. Others you set up yourself. These are the ones worth having.

Naming matters. Choose lowercase names with underscores, write them down in a shared document and do not change them later. If one form is called appraisal_request on one page and AppraisalForm on another, your reports will split the numbers and you will be left guessing.

Appraisal requests

This is your most valuable event. Track every submission of your appraisal form. The most reliable method is to send visitors to a thank-you page after submitting (for example /appraisal-thank-you) and fire an event when that page loads. Name the event clearly, such as appraisal_request.

General enquiries and contact forms

Track the contact form separately from appraisals so you can see which one performs. GA4 has a recommended event name, generate_lead, that suits form submissions. You can use it with a parameter noting the form type, or use your own names as long as you are consistent.

Phone and email clicks

Many vendors would rather call than fill in a form. Track taps on your click-to-call link and on email links. These are not collected automatically, so they usually need a tag set up in Google Tag Manager or by your developer.

Listing views and key page views

Landing on a listing page is already recorded as a page view. To see more, track actions such as enquiring about a listing, requesting an inspection time or viewing the floor plan. Your most useful listing metric is usually enquiries per listing, not views. A listing with many views and no enquiries may be telling you something about the price, the photos or the description, and that is a conversation worth having with the vendor.

Team profile and sold page views

You do not need a special event for these. Look at page-level views in the Pages and screens report. If vendors regularly read your recent sales page before enquiring, you will see it.

Mark your key events

GA4 lets you flag any event as a key event. Google renamed what used to be called conversions in GA4 to key events, so you may see both terms in older guides. In Admin, open Key events and mark your valuable events, such as appraisal requests, enquiries and phone clicks.

Once marked, GA4 counts them in reports alongside traffic sources. Keep the list short. If everything is a key event, nothing stands out. A good rule is to flag only actions that a vendor or landlord would take when they are ready to talk to you.

Three reports to check every month

1. Traffic acquisition

Found under Reports, then Acquisition. It shows how visitors reach you: organic search, paid search, social, email, direct and referral. Add your key events as a column to see which channels produce appraisal requests, not just visits.

2. Landing page report

Found under Reports, then Engagement. It lists the pages people first arrive on. Many visitors never see your homepage, so check which suburb pages, blog posts or listings bring people in and whether they go on to act. Look at engagement rate on these pages. GA4 leads with engagement rate, which is the share of sessions that lasted at least 10 seconds, had a key event or had two or more page views. A low rate on a page that gets plenty of traffic is a page worth improving.

3. Key events report

GA4 menus change from time to time, so if you cannot find it, search for key events in the GA4 search bar or open the Key events page in Admin. It shows how many times each key event happened. Compare month to month. If appraisal requests fell, look back at traffic acquisition to see whether a source dried up or whether the form is the problem.

Make your campaign links trackable

Tracking only tells you something useful if you can connect leads to the work that produced them.

GA4 can only name the source of a visit if it is told. Add UTM parameters to links in your emails, social posts and ads so they show up correctly. We explain how in our post on UTM tracking.

A simple monthly routine

1. Open Traffic acquisition and note the top three sources.
2. Check how many appraisal requests, enquiries and phone clicks came in, and from which sources.
3. Look at the landing pages with the most traffic and their engagement rates.
4. Pick one page or form to improve, and do it before next month.

Write the numbers in a simple spreadsheet each month: appraisal requests, enquiries, phone clicks and the top source for each. After a few months you will see patterns, such as a quiet month after you stopped posting or a spike after a campaign. That history is what makes the data valuable.

If forms are being completed rarely, our website changes to increase lead conversions is a good place to look for fixes.

Getting the tracking right

Event tracking is easy to get slightly wrong, and wrong data is worse than none. Test each event yourself using GA4's realtime and DebugView reports before relying on it. If you would like Lead Fleet to check your setup, book a conversation with our team.