London, UK · Serving UK/EU · GBP pricing

Specialist GA4 implementation for property businesses, estate agents, and real estate platforms.

Q: Do you understand property business models?

Yes. Three years with Knight Frank covering residential sales, lettings, commercial property, and rural estates provides deep understanding of property-specific measurement needs and business priorities.

GA4 analytics that understands property and real estate businesses.

Property businesses face unique analytics challenges that generic GA4 setups don't address. Buyer journeys span months, cross-domain tracking breaks at mortgage calculators, valuation requests need connecting to CRM systems, and attribution across multiple touchpoints is critical when commissions are substantial.

Marc Alexander specialises in GA4 for property and real estate businesses.

With over four and a half years implementing analytics for Knight Frank across 50+ international websites, Marc understands property-specific measurement needs that most analytics consultants miss.

Whether residential sales, lettings, commercial property, or rural estates, Marc builds GA4 analytics that track complete customer journeys from initial property search through valuation requests to instruction and completion.

Based in London and working across the UK and EU, Marc delivers property-focused GA4 implementations that provide genuine insight into what drives enquiries, valuations, and ultimately, instructions.

Property and real estate analytics challenges Marc solves

Property search journeys spanning weeks or months

Prospects research properties over extended periods, visiting multiple times across different devices. Standard GA4 setups lose these journeys, fragmenting attribution and making it impossible to understand what actually drives conversions.

Marc implements GA4 with proper session configuration, user identification strategies, and engagement tracking that recognises returning property searchers rather than treating each visit as a new prospect. Marketing teams finally see complete buyer journeys.

Cross-domain tracking for mortgage and valuation tools

Property sites often redirect to mortgage calculators, valuation tools, or partner platforms. These redirects break attribution, showing valuable enquiries as "Direct" traffic rather than crediting the original marketing channel.

Marc configures cross-domain tracking, referral exclusions, and linker parameters ensuring attribution survives external tools and third-party integrations. Campaigns receive proper credit for conversions they actually drove.

Connecting website behaviour to CRM outcomes

Property enquiries start on websites but convert through CRM systems weeks or months later. Without integration, marketing can't prove ROI, and sales teams lack context about prospect behaviour before initial contact.

Marc implements identity stitching connecting GA4 with property CRM systems (including LeadPro, Reapit, and others), passing unique identifiers that link website sessions to CRM records. Sales teams see complete prospect history whilst marketing proves genuine ROI.

Tracking high-value conversion events properly

Property businesses need to track multiple conversion types—property viewings, valuation requests, contact forms, brochure downloads, email alerts—each with different value. Standard GA4 treats these equally, undermining analysis.

Marc builds custom event architectures with appropriate value assignments, conversion categorisation, and funnel logic reflecting property business priorities. Analytics shows which marketing drives high-intent actions versus low-value interactions.

Attribution across lengthy decision cycles

Property decisions involve multiple touchpoints over months—property portals, website visits, viewing bookings, valuation requests. Last-click attribution misrepresents what actually drives instructions, typically over-crediting direct traffic and late-stage channels.

Marc implements proper attribution models accounting for extended decision cycles, configures appropriate lookback windows, and creates reporting showing genuine multi-touch influence rather than simplistic last-click models.

Location-based performance analysis

Property businesses need analytics by geography—which areas drive enquiries, how different locations perform, where marketing spend should focus. Standard GA4 geo reports are too broad for property-specific needs.

Marc implements custom location tracking using property data, creates geo-specific reporting dimensions, and builds dashboards showing performance by postcode, area, or custom property regions. Resource allocation becomes data-driven rather than intuitive.

Competitive property portal integration

Property businesses list on Rightmove, Zoopla, OnTheMarket, and similar portals. Understanding which portals drive quality enquiries versus just traffic volume is critical for optimising spend, but tracking portal effectiveness properly requires specific configuration.

Marc configures UTM standards for portal campaigns, implements proper channel grouping distinguishing portals from organic search, and creates reporting showing portal performance by enquiry quality and conversion outcomes, not just traffic volume.

GDPR compliance for property marketing

Property businesses handle sensitive personal information and face strict GDPR requirements. Many GA4 implementations collect data without proper consent or fail to respect opt-outs, creating compliance risk.

Marc implements GDPR-compliant GA4 with proper Consent Mode v2 configuration, ensures tracking respects user preferences, configures appropriate data retention, and creates privacy-first measurement meeting UK and EU requirements without sacrificing analytical capability.

Marc's property industry experience

Knight Frank: 50+ international property websites

Marc served as Senior Web Analytics Specialist at Knight Frank from March 2021 to July 2025, directing the global analytics function across more than 50 international property websites covering residential sales, lettings, commercial property, and rural estates.

What Marc delivered:

Global GA4 migration: Led Knight Frank's complete transition from Universal Analytics to GA4 across all international markets, ensuring measurement continuity whilst implementing modern analytics architecture built for scale.

CMS-integrated measurement automation: Designed architecture where mandatory page metadata captured in Optimizely CMS automatically generated consistent dataLayers and GA4 events across all markets. This eliminated manual tagging overhead, enforced naming standards across 50+ websites, and created maintainable measurement infrastructure.

Identity stitching for attribution: Integrated Knight Frank's internal forms database with GA4, passing unique conversion IDs that connected website behaviour through to LeadPro CRM. This enabled complete attribution from first property search through to instruction, giving marketing visibility into genuine ROI.

Data-driven UX optimisation: Used GA4 and ContentSquare to identify 80% abandonment on high-value enquiry forms. Working with UX teams to fix identified friction points delivered 27% uplift in qualified leads within first month.

Executive dashboards connecting digital to revenue: Built Looker Studio and Power BI dashboards linking website performance to pipeline and revenue, providing leadership clear visibility into how digital activity drove commercial outcomes across markets.

Privacy-first compliance: Implemented GDPR-compliant tracking using TagCommander and Consent Mode, achieving 67% desktop and 63% mobile consent acceptance rates—above industry benchmarks—whilst maintaining analytical capability.

Recognition: Marc's delivery excellence and cross-functional collaboration earned recognition as part of Knight Frank's Project Team of the Year 2024.

What Marc implements for property and real estate businesses

Property-specific event architecture

Standard GA4 events don't reflect property business priorities.

Marc designs custom event structures tracking:

Property search and discovery: Search parameters, filter usage, property views, saved properties, property comparisons, area browsing, map interactions

Engagement indicators: Time on property pages, image gallery engagement, floorplan views, virtual tour interactions, brochure downloads, property sharing

High-intent actions: Valuation requests, viewing bookings, contact forms, callback requests, email alerts, register for updates

Lead quality signals: Enquiry type, property price range, location interest, buyer/seller indicators, timeline signals

Each event includes appropriate parameters enabling analysis by property type, location, price band, and prospect qualification.

Conversion funnel tracking

Property businesses need visibility into multi-stage conversion funnels.

Marc implements:

Discovery to engagement: Property search → property view → image engagement → brochure download

Engagement to enquiry: Property interest → viewing request → form submission → booking confirmation

Enquiry to instruction: Initial contact → valuation requested → valuation booked → instruction agreed → completion

Funnel reporting shows drop-off rates at each stage, identifies friction points, and enables optimisation based on data rather than assumptions.

Marketing channel attribution

Marc configures attribution showing genuine channel influence:

Paid property portals: Rightmove, Zoopla, OnTheMarket performance by cost per enquiry and instruction value

Paid search: Google Ads performance by keyword, campaign, and geographic targeting

Organic search: SEO effectiveness by landing page, keyword, and content type

Social media: Platform performance by engagement type and audience segment

Email marketing: Campaign effectiveness by list segment and email type

Direct and referral: Brand strength and partnership effectiveness

Multi-touch attribution models show channel influence throughout extended property decision cycles, not just last-click simplifications.

Location-based analytics

Marc implements custom location dimensions enabling analysis:

By postcode or area: Performance metrics aggregated by property location

By office territory: Results attributed to branch or agent responsibility

By market segment: Luxury versus standard, urban versus rural, residential versus commercial

By development: Performance tracking for specific property developments

Geo-specific dashboards show where marketing performs, where inventory moves, and where resources should focus.

CRM and back-office integration

Marc connects GA4 with property business systems:

LeadPro, Reapit, Alto, or custom CRM: Bi-directional data flow connecting website behaviour to sales outcomes

Identity passing: Unique IDs linking anonymous website sessions to identified CRM records

Lead scoring: Website engagement data feeding CRM lead qualification

Attribution closure: Instruction data flowing back to GA4 proving marketing ROI

Integration provides complete visibility from initial property search through to instruction and completion.

Executive and operational dashboards

Marc builds property-focused dashboards:

Executive dashboards: High-level performance showing leads, valuations, instructions, and revenue attributed to marketing channels

Marketing dashboards: Campaign performance, channel effectiveness, cost per acquisition, ROI by activity

Sales dashboards: Lead quality by source, prospect engagement history, pipeline visibility

Operational dashboards: Website performance, user experience metrics, technical issues, inventory effectiveness

Dashboards provide actionable insight rather than overwhelming data dumps.

Property business-specific GA4 services

Property Website GA4 Audit: £600 - £1,200

Comprehensive audit specifically for property businesses covering:

Property search and filter tracking

Cross-domain tracking through mortgage/valuation tools

Portal integration and attribution

Lead form tracking and quality

Location-based analytics

CRM integration assessment

GDPR compliance for property marketing

Property GA4 Implementation: £850 - £2,500

Complete GA4 setup for property websites including:

Property-specific event architecture

Search and discovery tracking

High-intent action measurement

Lead form tracking with quality signals

Portal and marketing attribution

Location-based dimensions

CRM integration preparation

Executive dashboard creation

Property Analytics Transformation: £3,000 - £8,000

Enterprise-grade implementation for property groups:

Multi-site GA4 architecture

CRM system integration (LeadPro, Reapit, etc.)

Cross-domain tracking across property portals

BigQuery data warehouse implementation

Advanced attribution modelling

Executive and operational dashboards

Team training and governance

Ongoing Property Analytics Support: £800 - £2,000/month

Continued optimisation and support:

Monthly performance analysis

Campaign attribution reporting

New property launch tracking

Seasonal performance insights

Technical maintenance

Strategic analytics guidance

Property industry results

Knight Frank implementation:

27% uplift in qualified lead completions through data-driven UX improvements

49% conversion rate on Market Appraisal forms from organic traffic

67% desktop, 63% mobile consent acceptance maintaining analytical capability

Complete attribution from property search through CRM to instruction

Award recognition: Project Team of the Year 2024

Methodology applicable across property businesses:

Scalable across 50+ websites and international markets

Maintainable through CMS integration reducing technical debt

Privacy-compliant meeting GDPR and UK data protection requirements

Executive-friendly reporting connecting digital activity to revenue

Who works with Marc for property business analytics

Residential estate agents and lettings

Agencies needing to understand which marketing drives quality buyers and tenants, optimise property portal spend, track valuation request quality, and prove ROI from digital marketing activity.

Commercial property specialists

Businesses requiring analytics across longer sales cycles, tracking complex prospect journeys, measuring engagement with commercial property portfolios, and attributing high-value instructions correctly.

Property developers

Developers launching new developments needing launch campaign tracking, interest registration and priority list measurement, show home booking analytics, and reservation and exchange tracking.

Property portals and marketplaces

Platforms requiring analytics across multiple property types, understanding user search behaviour, optimising discovery and filtering, measuring engagement quality, and tracking successful connections between buyers and sellers.

Property management companies

Businesses needing tenant portal analytics, maintenance request tracking, renewal and retention measurement, and service quality monitoring through digital channels.

International property groups

Multi-market organisations requiring consistent measurement standards across countries, comparable performance reporting, consolidated executive dashboards, and scalable analytics infrastructure.

Property and real estate analytics questions

Do you understand property business models?

Yes. Four years with Knight Frank covering residential sales, lettings, commercial property, and rural estates provides deep understanding of property-specific measurement needs, decision cycles, and business priorities that generic analytics consultants miss.

Can you integrate with our property CRM?

Most likely. Experience includes LeadPro integration at Knight Frank, with capability to integrate Reapit, Alto, and custom CRM systems. Integration connects website behaviour to sales outcomes providing complete attribution visibility.

How do you handle property portal tracking?

Portal integration requires specific UTM standards, proper channel grouping, and reporting showing portal effectiveness by enquiry quality not just traffic volume. Configuration ensures accurate attribution and enables data-driven portal spend optimisation.

What about GDPR compliance for property marketing?

All implementations include proper Consent Mode v2, respect user privacy preferences, configure appropriate data retention, and meet UK and EU requirements. Knight Frank implementation achieved high consent rates whilst maintaining analytical capability.

Can you track across multiple property websites?

Yes. Knight Frank implementation covered 50+ international websites with consistent measurement standards, comparable reporting, and consolidated executive dashboards. Multi-site architecture is standard capability.

How long does property GA4 implementation take?

Basic implementations take 3-4 weeks. Complex multi-site implementations with CRM integration require 6-10 weeks. Timeline depends on technical infrastructure, integration requirements, and stakeholder availability.

Do you provide ongoing support after implementation?

Yes. Ongoing support includes monthly performance analysis, campaign attribution reporting, technical maintenance, and strategic guidance. Month-to-month arrangements with no long-term contracts required.

Can you train our property marketing team?

Absolutely. Training covers property-specific GA4 usage, understanding attribution reports, optimising campaigns based on data, and measuring what matters for property businesses. Training tailored to team experience levels and business priorities.

Ready to make your analytics decision-grade?

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He's surprisingly friendly, even when telling you your analytics a disaster.

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