Google Analytics 4 (GA4) is now the standard analytics platform for property managers who want to measure and improve their digital marketing performance. But GA4’s event-based model and new reporting features can feel overwhelming—especially if coming from Universal Analytics. Here’s what busy multifamily teams actually need to track, and how to get actionable insights from GA4.

Why GA4 Matters for Property Managers

GA4 tracks both website and app activity, capturing every step a renter takes from their first click to conversion. This unified measurement approach helps property managers see the full renter journey—revealing not just what channels drive leads, but also which digital touchpoints result in tours, applications, and leases.

Essential Metrics to Watch

Property managers should focus on the metrics below to drive marketing ROI and improve leasing outcomes:

• Lead Source Breakdown: See where prospects come from (organic search, paid ads, social, referrals) and double down on high-performing channels.
• Conversions: Set up goals for actions like contact form submissions, phone calls, tour bookings, and application starts—see which campaigns actually drive outcomes.
• Engagement Metrics: Track session duration, pages per visit, scroll depth, and interaction rates to understand which listings and content engage renters.
• User Retention: Review how often prospects return to your site, a signal of interest and remarketing potential.
• Vacancy and Turnover Patterns: Using custom events, monitor move-in and move-out forms to spot trends in tenant turnover and shape retention strategies.

GA4 Setup: Best Practices

• Structure Your Property Right: Set up one GA4 property per website (not per community) for clear, isolated data streams.
• Install the Tag: Use Google Tag Manager or your site’s CMS plugin to add the GA4 code, ensuring every page is tracked.
• Custom Events for Leasing: Go beyond basic page views by tracking vital actions such as “Schedule Tour,” “Apply Now,” and brochure downloads. These custom events unlock meaningful reporting for on-site behavior.
• Link Google Ads: Integration lets you assess which ads deliver leads and optimize spend based on real conversion data.
• Filter Out Internal Traffic: Ensure reports only reflect prospect interactions by excluding your leasing and corporate team’s visits.

Turn Data Into Decisions

GA4’s new attribution models (first-click, linear, data-driven) let property marketers see which combinations of touchpoints move prospects through the leasing funnel. With customizable dashboards, property managers can break out performance by floorplan, building, or manager and set alerts for big drops in lead volume or traffic.

Analytics is not just about collecting numbers—it informs smarter budget allocation, cuts wasted ad spend, and helps elevate occupancy, retention, and income.

Final Thoughts

Mastering GA4 is essential for future-proofing property marketing. For multifamily teams, tracking the right events and metrics turns website activity from a black box into a powerful driver of property performance.