Property Manager's Guide to Google Analytics and Search Console

Property Manager’s Guide to Google Analytics and Search Console

Everyone’s talking about Google Analytics, and they make it sound like it can do anything. Maybe not, but let’s talk about what it can do for you.

More details and screenshots can be found at the end of this blog. Keep reading!

Yesterday is Over, Tomorrow is Too Late

First: You need to set up Google Analytics right now. Not tomorrow or the next day. Now.

Why? Google won’t bother keeping data on your site unless you’ve signed up for Google Analytics. It won’t track the information you need until you say yes, please. So, even if you’re not planning to use this data for a while – sign up for it now. Get it connected to your website right away so you can start capturing information.

If you’re a customer at Fourandhalf, we are eager to help you get this off the ground. Let our team get the software up and running even if you’re not ready for the data party yet.

Maybe you’re between websites or planning a new site. You still want to set up Google Analytics today. This will help you compare the performance of your current site to that of your new site.

Trends and Tracking – Knowledge is Power

What does Google Analytics do?

Google Analytics is a web analytics service that shows you trends in your web traffic over time. This freemium service will answer all the questions you should be asking to grow your business, such as:

  • How many visitors does your website get in a day? In a year?
  • Did you get more visitors this year than last year?
  • Do you get more visitors at the beginning of the month, when tenants want to pay rent?

It can give you all that information, and also answer the Big One: How many people are bouncing?

Some visitors bounce like a bad check.

They’ll find you on a Google search, click to a page on your site, and then swiftly exit your site without going to any other pages. This will count against you because Google wants to see that your site answers the questions that users are typing into the search engine. A high bounce rate for one of your pages generally indicates that the page does not have the answers for which visitors were searching. Google wants to see that when it sends visitors your way, they are satisfied by your content and they stay for a while, clicking deeper and going from page to page.

Analytics can show you the Behavior Flow of your visitors. Maybe they will land on your home page, then go to the vacancy page, then visit other places. This tool will allow you to trace the path of your visitors from the initial page they entered into, through the pages they’re visiting, through to where they drop off.

Google Analytics will show you where people are Dropping Off. Knowing which pages serve the purpose of guiding visitors toward the point of conversion while other pages send them away will provide you with the insight you need to make changes to those unsuccessful pages. This can make the difference between a visitor who drops off and a visitor who becomes a customer.

You’ll know what your most Popular Pages are. The home page will probably be number one, then possibly your vacancy page. But, if you’ve done a lot of blogs, and you should be doing a lot of blogs, you will know which blogs are most popular. So, you can do additional blogs expanding on those topics, generating even more successful content.

And Then There’s Google’s Search Console

Google Analytics and Search Console are two separate entities. Just because you have one, doesn’t mean you have both.

It is worthwhile to connect Search Console to Google Analytics as well. With it, you can find out which keywords web users are are finding you with, and how often. Maybe it’s a search for Austin property management that’s leading people to your site – but maybe it isn’t. We’ve seen a client get found for a search on the keyword phrase, tenant from hell.

Search Console will tell you how often you were found and clicked on versus how often you were seen but passed up for another site. This is critical information if you are trying to improve a property management website. There are multiple groups of people trying to visit your site – prospective and current tenants and owners. Are you appealing to the right audience?

This is an especially powerful tool in your arsenal when you’re trading in an old site for a new site. You want to know which keywords you’re being found for now. Were there keywords that brought you leads on your old site but that haven’t been used enough on your new site?

This can be a huge contributor to the loss of leads. And nobody wants that.

Set your goals and let Analytics track them for you. Is your listing making you money? Are people filling out your contact forms? Are you getting more forms now than you did on your old site? Track these goals and use the information to make changes.

So our question is starting to sound more like…

What Can’t Google Analytics and Search Console Do for You?

As you can see – you need Analytics. You need Search Console. You need this information.

These are just some of the things that the Google machine can do for you.

We want to set this up for your company because it helps us help you. Contact us at Fourandhalf Internet Marketing for Property Managers, and we’ll get started.

*    *    *

Detailed Guide to Google Analytics

As promised, below are the detailed Google Analytics instructions and screenshots. Happy Analyzing!

How many visitors does your website get in a day? In a year?

This information is in the audience overview. A snapshot of your audience overview is displayed on the home page, or you can navigate to the audience overview using the left sidebar. Customize the date or date range you’d like to view using the menu on the upper right of this page. The number of sessions indicates the number of times your website was visited, while the number of users indicates the number of devices that were used to visit your website. A higher number of sessions than users means that some of your visitors have used your site more than once, which is a good thing!

Google Analytics Audience Overview Screenshot

Did you get more visitors this year than last year?

In the audience overview, change the date range to custom and create a custom date range spanning from the beginning to the end of the year. You can compare the current year to date, starting January 1st, or the full previous year as shown in the example below. Check the box beneath your date range to “compare to” the previous year, the previous period or another custom range.

Google Analytics Audience Overview Year Comparison Screenshot

Do you get more visitors at the beginning of the month, when tenants want to pay rent?

On the same page, decide which month you would like you’d like to evaluate. In this example the date range is set to September 2017. By selecting custom date ranges you can compare the beginning of the month to the end of the month. This report indicates that this website received an 8.70% uptick in users during the second half of the month.

Google Analytics Audience Overview Beginning to End of Month Screenshot

How many people are bouncing?

The audience overview will show you the bounce rate for your entire website for any date range you enter. Change the metric you’d like to measure by selecting it from the drop down menu above the graph.

Google Analytics Bounce Rate Screenshot

Even better, you can compare bounce rates of specific pages on your site by navigating to the Behavior option on the left menu bar, opening the dropdown for Site Content and selecting All Pages. You’ll see the average bounce rate for all your pages at the top of the chart so you can easily see which of your pages are performing below average.

Google Analytics All Pages Behavior Screenshot

Where is the behavior flow?

Navigate to the left menu bar to select “Behavior Flow.” Change the date range at the upper righthand side of the screen to look for changes in visitor behavior over time.

Google Analytics Behavior Flow Screenshot

Where are people dropping off?

Hover over the red drop-off graphic in the Behavior Flow to view the drop-off statistics for a page.

Google Analytics Drop Offs Screenshot

What are your popular pages?

Navigate to an overview of your most popular pages by returning to Home and scrolling down to the snapshot, or view a more comprehensive breakdown in All Pages under the Behavior tab.

Google Analytics Popular Pages Copy

John Bykowski

About John Bykowski

John Bykowski is the Vice President of Operations of Fourandhalf.com - a Marketing Agency that works exclusively with the Property Management industry. John has spent the last few years helping Property Management companies utilize the latest technology to thrive.

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Alex Osenenko
President and CEO

Alex’s professional mission in life is to help small businesses grow and thrive. He is the President and CEO of Fourandhalf.com and is serving his 5th year on the Board of Directors for CALNARPM.

After spending 9 years in the trenches with his property management clients, Alex draws on his experience to host “The Property Management Show” Podcast and co-authors a weekly Property Management Blog on Fourandhalf.com. Alex has extensive experience speaking for various NARPM events at the local, state, regional and national level.

Alex is a graduate of San Francisco State University with an Electronic Commerce Systems Degree. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex serves on the Board of Directors of CALNARPM (California Chapter of National Association of Residential Property Managers) and hosts a Podcast “The Property Management Show“, available on iTunes.

 

John Bykowski
Chief Operating Officer

After graduating from the University of Michigan with a film degree, John proceeded to do everything but. During his career, John has specialized in operations and has developed processes for small companies in diverse industries, such as bleeding-edge marketing technology, social networking, trade shows and exhibitions, and cloud software. John and Alex had worked together previously, and when he needed someone to help take Fourandhalf to the next level and beyond, Alex brought in John as his first employee, and later, business partner.

In addition, now that he’s using his film school know-how to help property managers look their best in their blogs, his mom no longer feels his degree was a complete waste of time.

Danny Morris
Director of Account Management

Born in Australia and growing up in Israel, Danny has spent a lot of time traveling the world between those two places. After completing his military service in Israel, Danny began following his biggest passion, writing, which he discovered while backpacking South America and publishing his first book.

When it was time to unpack, he returned to Australia to complete his Journalism studies amongst the beaches of sunny Perth. Danny is a huge online fan and after working in a number of related jobs, he finally gets to combine his two favorite things, working with media and people.

Marina Osenenko
Product Manager

Marina draws upon her real estate, business operations and customer service expertise for Fourandhalf. Her favorite part of being with Fourandhalf is the opportunity she has to really get to know our clients, build professional customer relationships and truly be part of a team that assists in their success.

Her time away from work is happily spent watching her children grow up and attempting to keep up with them! Any spare moments beyond nurturing her children are filled with hiking, spending time with friends, exploring the Bay Area and squeezing in a non G-rated movie every now and then.

Marie Liamzon
Product and Marketing Manager

Before joining Fourandhalf, Marie worked for one of the largest banks in the world. She took on different roles, but couldn’t find what she was looking for. She pursued a variety of side projects until she finally decided it was time for a career change.

Marie is very passionate about helping people and learning new things. In her spare time, you might catch her exploring new places and taking far too many pictures.

Kyle McLean
Customer Success

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter.

After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

Karen Wyle
Account Management

Originally from the Philadelphia area, Karen moved eight times in seventeen years all over the East Coast and to the Midwest before settling here in Northern California six years ago. She is an alumna of Brandeis University with a BA in American Studies and earned a MBA in Marketing Management from Indiana University in Bloomington. Karen’s business career has been well-rounded, with experience including advertising, direct marketing, corporate retail, product management, new product development, and new customer generation. Beyond an office setting, she has been thrilled to volunteer her time giving back to the community with KPMG’s Family for Literacy, at her daughter’s school, and as a Girl Scout Troop Leader. Karen enjoys music, good food, traveling to new places, completing jigsaw puzzles, meeting people and making connections.

Karen became a part of Fourandhalf’s Account Management team in 2016, relaunching her marketing management career after a pause to raise her family. She is excited to rejoin the business world and to work with such a strong marketing management team.

Paige DeRuyter
Account Management

Paige graduated from Chico State University with a degree in Journalism. Her favorite part of working at Fourandhalf is helping clients create and produce educational blog content to grow their business. She is an avid sushi enthusiast who enjoys riding her bike and watching college football and in her free time.

Nissim Boozaglo
Web Hosting Support

After working as a Radioshack store manager, Nissim decided to change his career path and pursue his passion for music production by getting his B.A.S. from Expression College for the Digital Arts. Nissim has a beautiful 8-year-old girl and loves cooking delicious homemade food and going camping with her! At Fourandhalf, Nissim is responsible for the implementation of the clients’ Landing Pages and Google Adwords campaigns.

Theresa Barnes
Campaign Director

Theresa Barnes was born and raised in the Bay Area and graduated with her Bachelors Degree in Communications Studies at San Francisco State University. She worked in aviation at a private FBO for 3 years, and other industries, before joining the Fourandhalf team. She finds a balance between being a young mother, work, and living a healthy lifestyle outside of work by staying as active as possible. She is dedicated to customer satisfaction and having a great work ethic.

Brittany Stephens
Campaign Director

Brittany recently moved to the Bay area after graduating from California State University Chico with a degree in Business Marketing. She is known for her excellent communication, customer service skills, and shameless nerdyness. Her passions include: music, tabasco, Lord of the Rings, and the Golden State Warriors.

Logan Jones
Business Development

After graduating from CSU Chico with a Degree in Business Marketing, Logan moved back to the East Bay and pursued a career in sales. With an attention to detail and a relentless drive, he strives to improve himself and his passions each day. When not at work Logan enjoys playing guitar and writing songs, and occasionally performing around the Bay Area. He is an avid sports fan keeping up with everything SF Giants, 49ers, Cal Bears, and Golden State Warriors.

Hope Lumbley
Account Management

Hope recently moved to the Bay Area after graduating from Chico State University with a degree in Journalism. She is coffee crazed, dog obsessed and hopes to visit all National Parks. One of the greatest times in her life was when she lived abroad in Costa Rica and hopes to travel more of Central America in the future. She feels blessed to work for a company who supports her love for travel and the need to learn more about what the world has to offer.

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