Google Analytics, Pipelines, Tracking

by admin on March 2, 2016, 7:23 pm

It's very common for us to recieve requests on accessing Google analytics. More often than not, we will get following messages asking where to log in, or where to see "reports." 

In reality, when you gain access to Google analytics, you are looking at tools that people spend their entire careers mastering. It's obscenely complex. 

Many of you want to access these tools to make sure that things are working, or maybe you want to track the performance of your advertisements. This kind of tracking is a lot easier than it seems with Kunversion, and you don't even need analytics!

I don't know if you've ever dived into analytics, but it's complicated. It's really useful for someone who is building a website, and trying to nail down their design for best retention and whatnot, but your KV site has already been designed to capture and retain leads. So for your average user, this isn't necessary. 

Most professional advertisers use it, because they are familiar with that interface and spend all day looking at it.

For the busy Real Estate Professional, we have something much more concise.

The Broker Dashboard has all of the important data from google analytics right on it! Page views, sessions, where people are coming from, and things like that.

(This graph shows all of your traffic stats, right from analytics.)

But, what we can do that Analytics can't is tie this information to your actual leads. That is not possible with analytics.

If you keep scrolling, you can see Top Lead sources by referrer. This shows you the websites that send you the most traffic.

 

Top Lead Sources by Hashtag shows the hashtags with the most leads in them.

Top Pay Per Click Areas shows how many leads are looking in what areas, for what average price. 

Lead Breakdown totals your Advertising Sources. These are setup when you add a "source" to your squeeze links, or if we are advertising for you, it will say KV PPC.

Top Referrers and Keywords are also right from Analytics. You can see which sites are sending you traffic, and which organic keywords land traffic to your website according to Google.

Finally at the bottom, we have areas Moving From, and Areas Moving to. This is a pretty neat feature, insofar as you can see which towns people are generally moving TO on your site, and which ones they are moving FROM. We can see their IP address when they sign up, and we use this kind of information to show you in a neat package, so you might be better able to determine where and what you want to advertise more.

And, all of this is just on the Broker Dashboard. 

However, it goes further than this. Because, as I mentioned you can tie your advertising traffic to your Dashboard as well. You can also keep track of which leads you generated versus which leads your team generated on their own. Using the same tools you can measure the success of your current advertising efforts. You cannot make that connection in analytics, because Analytics cannot access your leads database.

This is all done via squeeze links. You need two components for this kind of tracking. You need a source to measure the statstics of the link (How many people visited the link, and how many registered as a result) and you also need a label to associate that lead with that link!

When you read about squeeze links, that is what the Source, and the Hashtag are for.

The first thing you will want to do is track, how successful are your advertisements? Using the signup rate, you can make that determination. Anything around 8% or better is really good. The industry average is about 4%. Kunversion ranges anywhere between 8-25% normally.

Broker Dashboard Avertising Stats

Agent Dashboard Advertising Stats (Scroll to the bottom)

The Hashtags assigned to your leads when they register off of these links will be assigned to them, so you can specifically see where that lead came from. There are other sources that will show you in the lead summary if that person was Agent Generated, or Broker Generated. If you are distributing leads from an ISA-type account and want to track that info, you can prepend a note with 'NODELETE' to permanently store a hashtag.

 

Now, we can take this a step further. A lot of people want to track their Agents performance or make sure that their Agency has a healthy pipeline. This is done by setting up your Mandated Folders.

Mandated Folders are hashtags that get pre-installed to all Agents on your team. 

You don't really want to create a billion of these, that don't really follow a certain logic. You'll just confuse everyone. You need to design the process that happens that begins from when a new lead is captured, to when that new lead is closed. And then, you MUST train your agents that it is there, and how you want it used. When someone is working on getting a lead to reply, they should probably have a basic tag such as #retry. When they get that person to reply, it should move to #contacted. Once you move past the initial cold-lead stages, you need to get with your #lender on a #preapproval, where they are #approved or #notapproved. So on and so forth. See where I am going with this? A basic pipeline.

Once Agents start using it, you can track the pipeline on the Agents Page

Scroll to the bottom and click on 'Company Pipeline.'

This will show you the total leads assigned to each step. If you see where one step has too many leads, then you know what you have to coach people on, or better yet dive in and help them convert more!

 

So there you have it! An article about analytics that has not shown a single screenshot of a Google Dashboard! You can track your traffic, lead sources, and lead assignments, AND your business pipeline all from within Kunversion. It's really an advanced platform, and we hope you dive in to take advantage of its awesome power.