NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.
Getting Started
Small Business Guide to Using Google Analytics (business.com, Apr. 10, 2024)
“Google Analytics 4 (GA4) is GA’s newest iteration. The previous version, Universal Analytics (UA), has been sunsetted and no longer collects and analyzes data. GA4 differs significantly from UA. For example, UA let you track various interaction types, including page views, events and transactions. You could also add “custom dimensions” to measure the specific criteria most important to your business.”
Google Data Analytics Professional Certificate (Coursera)
“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.”
Google Analytics Home (Google)
This page by Google provides information on why and how companies and individuals are using Google Analytics, case studies, free vs. premium, how to, and more.
Google Analytics for Beginners (Google)
“Google Analytics for Beginners shows new users how to create an account, implement tracking code, and set up data filters. You'll learn how to navigate the Google Analytics interface and reports, and set up dashboards and shortcuts. The course will also demonstrate how to analyze basic Audience, Acquisition, and Behavior reports, and set up goals and campaign tracking.”
Google Analytics and Real Estate
Using Data Analytics for Personalized Real Estate Marketing (Delta Media Group, Apr. 9, 2024)
- Collect relevant data
- Segment your audiences
- Use data to provide personalized content
- Utilize predictive analytics
- Leverage email marketing
- Monitor results
A Digital Real Estate Marketing Guide to the Google Analytics Update (Cotton & Company, Jun. 1, 2023)
“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.”
How to Make the Most of Your Real Estate Website Data with Google Analytics (Realty Biz News, Jul. 25, 2022)
“Google Analytics allows you to measure the number of visitors to your real estate website, as well as the effectiveness of your marketing efforts. For instance, if you want to know how many visitors partner sites like Trulia or Zillow are sending your way, Google Analytics can show you.
The importance of real estate analytics, real estate SEO, and digital marketing has been proven again and again, which is just one of the reasons for this gap between those who know about analytics and those who use it effectively.”
Google Analytics for Real Estate Agents: Things You Need to Know (Realty NA, Jan. 14, 2021)
Google Analytics can help real estate agents by tracking and analyzing the following when it comes to your real estate website: audience, acquisition, behavior, site content, site speed, and site search.
Google Analytics and...
Using Google Analytics with Squarespace (Squarespace, Mar. 4, 2024)
This article details how to use Google Analytics with Squarespace and highlights the differences between Google Analytics and Squarespace analytics.
How to use Google Analytics with MailChimp (MailChimp)
“A platform that measures and reports on website traffic. It provides information about how people use your website, which includes the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be connected to Google Ads to learn which campaigns are driving the most traffic and converting casual visitors into customers. Additionally, the platform offers rich insights about your audience, such as terms they use to search and location data.”
Google Analytics for WordPress (WordPress)
“At MonsterInsights, we make it “effortless” to properly connect your WordPress site with Google Analytics, so you can start making data-driven decisions to grow your business.”
...Other Analytic Tools
Best Data Analytics Tools & Software (Forbes, Mar. 26, 2024)
“Data analytics can help small businesses in a number of ways. By understanding data analytics, businesses can make better decisions about where to allocate their resources and how to price their products or services. Additionally, data analytics can help businesses identify trends and understand their customer base.”
Discover 27 Best Google Analytics Alternatives for 2024 (leadfeeder, Feb. 19, 2024)
“Are you tired of relying solely on Google Analytics for your website analytics? If so, you’re not alone. Many marketers and businesses are seeking alternative platforms that offer more detailed data, provide a different user experience, or cater to specific needs.”
YouTube Analytics Basics (YouTube)
Google Analytics no longer collects data from YouTube, so look at the built-in analytics YouTube offers.
Facebook Insights (Facebook)
Offers information about how people are discovering your Facebook posts, as well as how engaged they are based on your most popular posts, likes, comments, and shares.
X (formerly Twitter) Analytics (Twitter)
Though it’s not that extensive and it's limited to X Premium accounts, the data and information available will suit you and your business well if you want a general overview and want to know what’s working and what’s not.
eBooks & Other Resources
eBooks.realtor.org
The following eBooks and digital audiobooks are available to NAR members:
Predictive Analytics for Dummies (eBook)
Predictive Analytics and Data Mining (eBook)
Big Data Analytics (eBook)
Google Analytics (eBook)
Innovating Analytics (eBook)
Marketing in the Age of Google (eBook)
Predictive Analytics (eBook)
Predictive Business Analytics (eBook)
Social Media Analytics (eBook)
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Keeping Up With the Quants: Your Guide to Using and Understanding Analytics (Boston, MA: Harvard Business Review Press, 2013) HD 30.25 .D366
Predictive Analytics: the Power to Predict Who will Click, Buy, Lie, or Die (Hoboken, NJ: John Wiley & Sons, Inc., 2013) H 61.4 .S54
Predictive Analytics for Dummies (Hoboken, NJ: John Wiley & Sons, Inc., 2014) HD 30.25 .B364
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The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.
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