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"This month we ran Facebook, Google, Zalo and TikTok. Which one worked best?" Many real estate businesses cannot answer this, so they split the budget evenly or go with their gut. A few simple settings tell you exactly which spend is bringing in buyers.
1. Add UTM tags to every ad link
UTM tags are parameters added to the end of a link to record where a visitor came from. The three that matter most:
utm_source: the source, for examplefacebook,google,zalo.utm_medium: the type, for examplecpc,social,email.utm_campaign: the campaign name, for examplenovember-launch.
Agree on a naming convention across the team (lowercase, hyphens, no spaces) and keep it in a shared sheet. If everyone names things differently, Facebook and fb become two separate sources in your reports.
2. Track sign-ups in Google Analytics 4
Visits are only the first step. What you really need to know is how many people left their details. In Google Analytics 4, track successful form submissions and mark them as a key event. You can then see sign-ups by source, campaign and page.
3. Save the source with each lead
Analytics reports give you totals, but your sales team needs to know where each individual lead came from. When the form sends details to Google Sheets or your CRM, store the sign-up page and UTM parameters alongside them. When a lead closes, you know straight away which campaign brought them in.
4. Compare with sales results
This is the step most businesses skip. A channel with a cheap cost per sign-up is not cheap if those leads never answer the phone. Each month, summarise by source:
| Metric | What it tells you |
|---|---|
| Cost per sign-up | Total spend divided by the number of leads |
| Contact rate | How many leads answer and have a real need |
| Viewing rate | How many agree to meet or visit the project |
| Cost per deal | Total spend divided by closed deals |
Only the last number tells you which channel deserves more budget.
5. Review regularly
You do not need a complex dashboard. A weekly review of a few key numbers is enough to switch off weak campaigns early and put more behind the good ones.
Common mistakes
- Forgetting UTM tags on Zalo posts or messages, so those visitors show up as "direct".
- Adding UTM tags to internal links on your own site, which overwrites the visitor's original source.
- Looking only at visits and clicks without measuring sign-ups.
Every website VLand builds comes with Google Analytics 4, sign-up tracking and the lead source saved with each contact. Read more about managing real estate leads, or get in touch with VLand.
