Quick Takeaways

  • Where does your traffic come from?
  • How long do they stay?
  • What do they click on?
  • Who comes back?

Source: Know Your Numbers – The Importance of Real Estate Analytics (iGuide)

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. Learn how GA works with various platforms, what alternatives you might want to explore, and what resources the NAR library has to help you along.

See References for more information.


NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

Getting S​tarted

Google Analytics Home (Google)

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

Getting Started in Google Analytics (Coursera)

“In this project, you will learn how to connect your website to Google Analytics. You will be able to use Google Analytics to understand how your website is performing. You will become familiar with the Google Analytics interface and the standard reports to better understand your website audience. You will learn how to interpret this data to improve your website performance and effectiveness.”

Google Analytics for Beginners (Google)

“Google Analytics for Beginners shows new users how to create an account, implement tracking code, and set up data filters. You'll learn how to navigate the Google Analytics interface and reports, and set up dashboards and shortcuts. The course will also demonstrate how to analyze basic Audience, Acquisition, and Behavior reports, and set up goals and campaign tracking.”

Google Analytics and Real Estate

3 Google Analytics Stats You Need to Track (Florida REALTORS®, Aug. 16, 2021)

Focus on Audience Demographics, Acquisition, and Behavior.

Why Use Google Analytics for Real Estate? (Placester)

“With Google Analytics, you can measure the performance of your real estate website as well as the effectiveness of your marketing efforts. Want to know how many visitors partner sites like Trulia, Zillow, or Realtor.com are sending your way? Google Analytics can show you.”

Google Analyt​ics and...

Using Google Analytics with Squarespace (Squarespace, Aug. 11, 2021)

Details how to use Google Analytics with Squarespace, but also outlines the differences between Google Analytics and Squarespace analytics.

How to use Google Analytics with MailChimp (MailChimp)

“A platform that measures and reports on website traffic. It provides information about how people use your website, which includes the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be connected to Google Ads to learn which campaigns are driving the most traffic and converting casual visitors into customers. Additionally, the platform offers rich insights about your audience, such as terms they use to search and location data.”

Google Analytics for WordPress (WordPress)

“At MonsterInsights, we make it “effortless” to properly connect your WordPress site with Google Analytics, so you can start making data-driven decisions to grow your business.”

...Other Analytic Tools

22 Google Analytics Alternatives for 2021 (leadfeeder, Jul. 29, 2021)

22 Google Analytics alternatives that either replace or complement the features offered by GA, split these into four groups depending on the type of solution they offer:

  • Lead and customer analytics
  • SEO analytics
  • Performance analytics
  • Full marketing suites

YouTube Analytics Basics (YouTube)

Google Analytics no longer collects data from YouTube, so look at the built-in analytics YouTube offers.

Facebook Insights (Facebook)

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.

Twitter Analytics (Twitter)

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:

Predictive Analytics for Dummies (eBook)

Predictive Analytics and Data Mining (eBook)

Big Data Analytics (eBook)

Google Analytics (eBook)

Innovating Analytics (eBook)

Marketing in the Age of Google (eBook)

Predictive Analytics (eBook)

Predictive Business Analytics (eBook)

Social Media Analytics (eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. 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 Member Support at 800-874-6500 for assistance.

Keeping Up With the Quants: Your Guide to Using and Understanding Analytics (Boston, MA: Harvard Business Review Press, 2013) HD 30.25 .D366

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 .B364

Have an idea for a real estate topic? Send us your suggestions.

The inclusion of links on this page 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 page 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.