At Lineups, we solved the enterprise GA reporting dilemma by adopting a “hub and spoke” architecture with Google Analytics where all of the individual apartment websites (the spokes) feed data to the regional website (the hub).
When configured properly, all of your website data will be available in one Google Analytics account, allowing you to easily run reports for all of your websites at once.
Even better, this solution requires no investment and minimal set-up time. Lineups configures this for our clients because we like them. But if you want to do it yourself, review the checklist below to get started.
Create a master Google Analytics account using the default GA account option. You can use your existing corporate website or one of your regional landing pages.
Add a Google Analytics filter to include the domain name with the URL field in Google Analytics. Click to learn more about filters.
Configure the GTM code snippet and install it on every website you want to track. Don’t worry, you can still keep your existing GA tracking code; it’s okay to have more than one.
At this point, all of your Google Analytics data for all of your websites will be routed to your master GA account. However, a new session will be created for each website a prospect visits, which is not good.
Setting up Cross-Domain tracking is the fix.
Set up cross-domain tracking from the hub site to the spoke sites.
Click here to learn more.
Content grouping is not required, but I highly recommend you start with the basics. What you are going to do is TAG your webpages by the different segments you would like to report on. For example, the basic ones are: market, submarket, and term-group.
But you can also tag by marketing-districts, owners, vendors, and more.
This is a great video that explains how GA Content Grouping works
This should get you started with consolidating all your websites GA data into one account.
If you are doing this for the first time, start small with 2-3 websites. Once you get that working, then go all in.
Here are some of the questions you should be able to ask when you consolidate your GA analytics into one account.
- What market has the most mobile traffic?
- What website vendor has the lowest bounce rate?
- What are the top 3 lead sources by submarket.
- What are the poorest performing conversions across the portfolio?
Now, what kind of questions will you ask of your website data?
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