Real Estate Lead Generation Tips From Google Analytics Gtag

Real Estate Technology Trends Small Business and Entrepreneurship

If you're a real estate agent, chances are strong that you have a website. And you may have heard that your website is a goldmine of information on real estate leads.

But how do you tap into that treasure trove of data?

You can start by figuring out what links visitors are clicking on. Wouldn't you like to know how many people are clicking on your listings in Springfield vs. Greensboro? What images people are clicking on? What members of your team people are interested in?

REALToDo Google Analytics Gtag

In Google Analytics, this is known as "event tracking". Information like this can help you figure out where real estate leads are coming from (and where/how you can find more).

Now, I know what you're thinking: this is going to be complicated and technical and not worth the effort.

Fear not - in this article I distill event tracking down to two simple steps: copy and paste. Included below is a "link building" tool that you can use to make your own links for your site. Simply enter information about your link, copy the generated code, and paste it into your web page.

Connect your site to Google Analytics

To track link clicks on your website using gtag, you'll have to connect your site to Google Analytics. This process takes only a few minutes and requires no maintenance once set up.

If you're new to Google Analytics and want to get a better idea of what it can do for you as a real estate agent, take a look at our other article, "Lead Generation Insights with Google Analytics".

If you're setting up Google Analytics by yourself, make sure to exclude internal IP addresses and CMS referrals. These topics are covered in our above linked article.

Gtag link builder

Once your website is connected to Google Analytics, use our link building tool below. Enter in your event name, link destination, and link text. For example, if I have a link to a listing that I want to track clicks for, it would look like this:

  • Event name: 221b Baker Street
  • Link destination (where this link will take users):
  • Link text (what this link will say): Learn more about 221b Baker Street

If you enter the above parameters into the gtag link builder, you'll get the following result:

<a href="" onClick="gtag('event', 'view_item', {'event_label':'221b Baker Street'}">Learn more about 221b Baker Street</a>

Once you copy that link and paste it into the HTML of your web page, you'll see a link on your page that looks something like this:

Learn more about 221b Baker Street

(Please note that clicking on the above example will simply take you to the Pricing page)

  1. Fill out the fields below.
  2. Click the "Generate my link" button.
  3. Copy the bolded text and paste it into your webpage!

Your link below:
Click the button above to generate your link!

View gtag tracking in Google Analytics

So you've created your link using our gtag link builder above. Now you want to start collecting data on real estate leads. To do this, open your Google Analytics dashboard by visiting Once there, follow the steps below:

Click on "Behavior" in the Google Analytics sidebar on the left

The behavior section of Google Analytics describes what your users are clicking on, what pages they're visiting, and how your website is performing.

In the "Behavior" menu, click on "Events"

This subsection of behavior shows you what events are occurring on your web page. Events are defined by you or the website owner (for example, using our gtag link builder).

In the "Events" dropdown, click "Overview"

Now that you're in the events overview section, scroll down and look for "Event Category" and click on the "engagement" link. This will take you to a page summarizing all link clicks categorized as engagements.

There are other types of events that you can create, but the gtag link builder in this article only generates an engagement event. (We'll briefly touch on the other types of events you can track, but don't worry about it for now)

REALToDo Google Analytics Event Tracking

Change your primary dimension to "Event Label"

If you want to see which links were clicked, you're going to need to dig a bit deeper by choosing a primary dimension of "Event Label". The event label will correspond with the event name you defined above. In our example, our event name was "221b Baker Street" - therefore, the event label in Google Analytics will be "221b Baker Street".

REALToDo Google Analytics Event Tracking Labels

Although the information in the above screenshot is redacted, you should be able to see how many times each of your links is clicked. Keep in mind that "unique events" are events that occur once per user per session. That is, if a user comes to your site and clicks the same link 30 times in one session, Google Analytics will record 30 total link clicks and 1 unique link click.

Other Google Analytics event types

In this article, we included a gtag link builder tool. Once you copy and paste the generated link from that builder into the code of your web page, you'll see an event in Google Analytics each time that link is clicked.

For every click on that link, Google Analytics will record one click event categorized as "engagement". Furthermore, the "Event Action" for links built using our tool will always be "view_item".

We designed our gtag link builder this way to make it simple to use. However, there are numerous different events that Google Analytics can record.

For example, you could record sign-ups to your mailing list with the "sign_up" action, or you could record logins to your website using the "login" action.

Take a look at the Google Analytics event tracking documentation to learn more about the different kinds of events you can create. This will take a bit more technical expertise to do, but can help highlight important events (such as sign ups).

Use Google Analytics to help direct lead generation

Google Analytics can help you learn about the real estate leads visiting your website. You can use those insights to create a smarter lead generation and marketing strategy.

If you're seeing a bunch of clicks on your listings in Springfield, for instance, you might want to dedicate more time to lead generation in that town.

On the other hand, you might notice that a lot of those clicks are from Greensboro (and yes, Google Analytics does show you which towns your visitors are accessing the website from). In that case, you would want to dedicate more time to lead generation in Greensboro.

These kinds of real estate lead generation tips can help you cut costs, close more sales, and provide better customer service. And by using our gtag link builder with your Google Analytics enabled site, you can start learning more about your customers today (and at no cost).

If you have any questions or concerns let us know in the comments below. And, as always, if you would like to discuss anything else please feel free to get in touch by emailing us at

(Banner Photo by LinkedIn Sales Navigator on Unsplash)r

Article by REALToDo Real Estate CRM, a simple CRM for real estate agents. Did you find this article useful, flawed, or downright offensive? Let us know in the comments! If you enjoyed the article and want to see more, like us on Facebook and follow us on Twitter!

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About James Royce Threadgill

Founder of UbiquiTools LLC. Coder/creator of REALToDo real estate CRM. Chemical engineer that previously worked in gene therapy and green plastics before founding UbiquiTools.