Tracking playbook: real estate developer

Example approach. This page shows how we typically plan this kind of project. It is not a specific client’s story, and the figures we track depend on your business.

How we plan tracking for a real estate developer that runs Google and Meta ads but cannot tell which ads bring site visits.

The situation

A developer spends on Google and Meta ads for a new project. Leads come from forms, calls and WhatsApp, and each platform reports a different number. The sales team says many leads are not genuine.

Common challenges

• Google Ads and Meta both claim the same leads.
• Calls and WhatsApp clicks are not tracked.
• There is no way to mark which leads became site visits.
• Reports arrive in three different formats.

Our approach, step by step

1. Audit existing tags. List every tag on the site and remove duplicates
2. Define conversions. Form submit, call click, WhatsApp click and, later, site visit booked
3. Set up GTM and GA4. All conversions tracked once, with the source of each lead
4. Connect ad platforms. Google Ads enhanced conversions and Meta Conversions API
5. Import lead quality. Leads marked as site visit in the CRM sent back to Google and Meta
6. Build one dashboard. Spend, leads, cost per lead and site visits by channel
7. Test and hand over. Every conversion tested, then a short walkthrough for the team

What we track

• Leads by channel without double counting
• Cost per lead and cost per site visit
• Share of leads that are genuine
• Calls and WhatsApp clicks from ads

What you get every month

• With monitoring: a monthly tracking health check
• Fixes after website changes

What to expect, and when

Setup usually takes one to two weeks, depending on website access. Ad platforms need a few weeks of clean data before their optimisation improves.

Want this for your business? See our Tracking & Analytics service or the Tracking & Analytics presentation, and book a free consultation.