GA4 for estate agents, developers and property groups
Buyers and landlords search for months before they book a viewing, and deals close in your CRM, out of GA4's sight. Marc Alexander sets GA4 up to show which marketing produces valuations and instructions.
What you get.
- Valuation, viewing and callback requests tracked as separate key events
- Search behaviour tracked: filters, property views, saved properties, tours
- Funnels from search to enquiry, and valuation request to instruction
- Attribution that survives mortgage, valuation and booking tools on other domains
- Rightmove, Zoopla and OnTheMarket reported by enquiries, not visits
- Reporting by area, postcode, office or development
- Each enquiry linked to your CRM with a unique ID
How it works.
Mini audit
Marc checks tracking, key events, consent and attribution, and sends a written report ranking problems by business impact.
Full audit if needed
Where the setup needs a thorough review, the 38-point audit covers enquiry forms, portal attribution and cross-domain journeys.
Fix and build
Setup, CRM integration and dashboard work is quoted once the audit shows what's needed.
Hand over
Documentation of what was set up and why, with Consent Mode v2 tested so tags respect the user's choice.
For estate and letting agents, commercial property, developers, portals and multi-brand groups. See all prices.
In a 2026 scan of UK property websites, 70% of those tested kept tracking after "Reject all". Read the findings.
Straight answers.
Can GA4 connect to our property CRM?
Usually. The method is a unique ID on each enquiry, sent to both GA4 and the CRM, so an enquiry can be followed to a valuation or instruction. It works with Reapit, Alto, LeadPro or a custom CRM, provided there's an API or a dependable export. See back-office integration.
How should portal traffic be tracked?
Consistent UTM tagging on every link you control from Rightmove, Zoopla and OnTheMarket, a channel group that keeps portals separate from organic search, and reports on enquiries and valuations per portal rather than visits.
We run several sites or brands. Is that a problem?
No, as long as the tracking follows one standard. Shared event names and parameters, one naming convention for campaigns, and cross-domain tracking where users move between sites make the numbers comparable.
What about GDPR?
Consent Mode v2 set up and tested so tags respond to the user's choice, no personal data sent to GA4, and retention set to your policy. Enquiry details stay in your CRM.
Where should we start?
With the mini audit, from £175. It shows whether the basics are sound before you spend money on anything bigger. If you already know the setup needs a thorough review, go straight to the 38-point audit.
More detail: where property tracking goes wrong
- Every enquiry counts the same. A brochure download, an email alert sign-up and a valuation request are all counted as the same key event, so the channel producing valuations looks no better than the one producing alert sign-ups.
- Tools on other domains break attribution. Mortgage calculators, valuation tools and booking systems often sit on another domain. The enquiry comes back as Direct or a referral from the tool, and the campaign loses the credit.
- Portals are a blur. Traffic from Rightmove, Zoopla and OnTheMarket lands in referral or organic search depending on the link, so nobody can say which portal earns its fee.
- The trail ends at the form. Enquiries become instructions weeks later in the CRM. Without a link between the two, marketing is judged on form fills.
More detail: experience at Knight Frank
From March 2021 to July 2025 he worked in-house at Knight Frank as Senior Web Analytics Specialist, running analytics across its international websites for residential sales, lettings, commercial property and rural estates.
Page details entered in the CMS (page type, division, transaction type) generated the tracking data automatically, so every market followed the same standard without manual tagging.
Every form submission carried a unique ID into both GA4 and the LeadPro CRM, so an enquiry could be followed from the website to the sales team. The Knight Frank case study has the detail.
Start with the mini audit: it shows whether the basics are sound before you spend on anything bigger.
Last updated
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work.
Talk to Marc about it.
Tell Marc what's happening with your tracking. The quickest place to start is usually a GA4 mini audit: a prioritised list of what's broken and what to fix first.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].