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(Updated July 2014)

Whether you manage your whole company’s website or just your own personal page, Google Analytics (GA) is a powerful free tool to help you understand where leads are coming from and where visitors are lingering. Analytics can seem intimidating, but getting started is not that difficult. Use this guide as a quick introduction to setting up GA and using it for real estate purposes. Also learn how GA works with various platforms, what alternatives you might want to explore, and what resources we have in the library to help you along. (V. Broady, Information Services Applications Administrator)

E - EBSCO articles available for NAR members only. Password can be found on the EBSCO Access Information page.

Credit: Flickr user Blue Fountain Media

Getting S​tarted

Google Analytics Home, (Google, n.d.). Information on why and how companies and individuals are using Google Analytics, case studies, free vs. premium, how to, and more.

How to Use Google Analytics: Getting Started, (SocialMedia Examiner, June 24, 2014). The basics of navigating Google Analytics and what you need to set up now to make the most of its data.

HOW TO: Get Started With Google Analytics, (Mashable, May 23, 2011). Whether you built a personal site from the ground up or oversee digital strategy for a huge corporation, many of us are managing a web presence these days. Google also offers a step-by-step how to set up the web tracking code.

Google Analytics and Real Estate

Definitive guide to Google Analytics for real estate professionals: Part I — The Setup, (Inman, June 2, 2014). Studying your website traffic is first step toward boosting leads, allocating marketing budget

How to plug Google Analytics into your site, (REALTOR® Magazine, May 2014).

Track Referrals and Conversions with Google Analytics, (REALTOR® Magazine, May 2014). Want a better idea of how your site is performing? Here are some metrics to watch in Google Analytics.

Tame Google Analytics with a real estate dashboard, (Inman, May 17, 2013). Deep platform can be intimidating to those just getting started.

Google Analyt​ics and…

Google Analytics With Blogger, (Google, n.d.) — Not surprisingly, Google’s own blogging platform supports Analytics.

How to use Google Analytics with MailChimp, (MailChimp, n.d.) — A popular email marketing tool.

A Newbie Guide to Using Google Analytics to Track Social Media Marketing, (Mainstreethost, July 30, 2013).

Google Analytics for WordPress, (WordPress, n.d.) — A popular blogging platform. Note: blogs that are hosted on cannot use Google Analytics at this time, but does offer some stats for users.

Other Analytic Tools

Facebook Insights 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. allows you to record the actions of your website’s visitors and generate instant heat maps showing where they clicked and scrolled and what they’re paying closest attention to on your site.

Twitter Analytics Though it’s not that extensive, 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​

The following eBooks and digital audiobooks are available to NAR members:

Big Data Analytics (Adobe eReader, Kindle, Overdrive READ)

Google Analytics (Adobe eReader, Kindle)

Innovating Analytics (Adobe eReader, Kindle, Overdrive READ)

Marketing in the Age of Google (Adobe eReader, Kindle, Overdrive READ)

Predictive Analytics (Adobe eReader, Kindle, Overdrive READ)

Predictive Business Analytics (Adobe eReader, Overdrive READ)

Social Media Analytics (Adobe eReader, Kindle, Overdrive READ)

Books, Videos, Research Reports & More

The resources below are available for loan through Information Services. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Services at 800-874-6500 for assistance.

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 .B3645

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

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The inclusion of links on this field guide 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 field guide 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.