You wouldn’t sell a house without checking its valuation, square footage, or condition – so why would you run marketing campaigns without knowing which ones are actually working?
And yet, in 2025, most estate agents still base their marketing on gut instinct, not cold, hard numbers. That’s a problem – because without the right data, you’re likely wasting time, money, and attention.
This guide breaks down the most important digital marketing metrics every estate agent should be tracking – from SEO and social media to PPC and lead generation – along with what each metric actually means, and how to use it to improve your marketing.
Spoiler: It’s not just about likes and followers.
Table of Contents for Digital Marketing Metrics Every Estate Agent Should Track
1. Website Traffic (And Where It Comes From)
What to track:
- Total sessions and users
- Traffic by channel (organic search, direct, social, paid, referral)
- New vs. returning visitors
- Top-performing landing pages
Why it matters: This tells you whether your marketing is actually driving people to your site – and which channels are doing the heavy lifting.
How to track it: Google Analytics 4 (GA4)
Tip: If 80% of your traffic is from portals, you’ve got a visibility problem. SEO and social should be sending traffic, too.
2. Local Keyword Rankings (SEO)
What to track:
- Rankings for local keywords like:
- “estate agents in [town/postcode]”
- “property valuation in [town]”
- “sell my house in [area]”
- “estate agents in [town/postcode]”
- Featured snippets or map pack appearances
- Changes in position over time
Why it matters: If you’re not showing up when people search locally, you’re invisible. Rankings are the first step to organic lead generation.
How to track it: SEMrush, Ahrefs, Ubersuggest, or even a Google Sheet with manual searches
More in our guide: Local SEO for Estate Agents: How to Rank First in Your Postcode
3. Lead Volume (and Quality)
What to track:
- Number of leads from each channel (PPC, organic, social, email)
- Type of lead (valuation, buyer, landlord)
- Conversion rate from lead to instruction
Why it matters: Traffic is nice, but leads pay the bills. Tracking volume and quality helps you see what’s actually generating business.
How to track it: CRM tagging, lead capture forms, phone tracking, Meta Ads reporting
Tip: Always ask “Where did you hear about us?” – and tag that data.
4. Cost Per Lead (CPL)
What to track:
- Total ad spend ÷ number of leads generated
Why it matters: If it costs you £150 to get a valuation lead from Google Ads and £30 from Facebook, you know where to scale.
How to track it: Google Ads and Meta Ads dashboards
Bonus metric: Track Cost Per Instruction too (ad spend ÷ completed instructions)
See: PPC for Estate Agents: How to Stop Wasting Budget and Start Getting Leads
5. Click-Through Rate (CTR)
What to track:
- % of people who saw your ad and clicked
Why it matters: Low CTR? Your ad isn’t grabbing attention. Improve the headline, creative or offer.
Benchmarks:
- Google Search Ads: 3–5%+
- Facebook/Instagram Ads: 1–2%+
How to track it: Meta Ads Manager, Google Ads dashboard
6. Bounce Rate / Engagement Rate
What to track:
- % of visitors who leave your site after only viewing one page (bounce rate)
- Average engagement time (GA4’s updated metric)
Why it matters: If your bounce rate is sky-high, something’s wrong – slow loading, poor content, confusing navigation.
How to track it: Google Analytics 4
Tip: Use heatmaps (like Hotjar) to see where people click – or don’t.
7. Landing Page Conversion Rate
What to track:
- % of visitors who complete a goal (e.g. book valuation, fill in a form)
Why it matters: Your landing page could make or break your campaign. A small change (like button placement or headline tweak) can double results.
Good target: 10–20%+ for PPC landing pages
How to track it: GA4 events, CRM form completions, Meta pixel tracking
8. Social Engagement (Not Just Follower Count)
What to track:
- Saves, shares, comments
- DMs and replies
- Video views and watch time
- Post reach and impressions (especially Reels)
Why it matters: Engagement = interest. Interest leads to brand trust, which leads to valuation requests.
How to track it: Native platform analytics (Instagram, Facebook, TikTok), scheduling tools like Later or Buffer
Dive deeper: Instagram for Estate Agents: How to Make Reels That Drive Viewings
9. Email Open and Click Rates
What to track:
- Open rate (%)
- Click-through rate (%)
- Unsubscribe rate
Why it matters: A great email is worthless if no one reads it. These metrics show whether your subject lines and content hit the mark.
Benchmarks:
- Open rate: 30–50%
- CTR: 3–10%
How to track it: Mailchimp, ActiveCampaign, or your CRM’s email dashboard
10. Retargeting Performance
What to track:
- Conversions from retargeting ads
- Frequency (how often the same person sees your ad)
- Cost per result vs. cold traffic
Why it matters: Retargeting warms up your cold traffic and turns website visitors into valuation requests.
How to track it: Meta Ads Manager + Meta Pixel on your site
Want to build a proper funnel? See Estate Agent Marketing Funnels Explained (With Examples That Work)
11. Google Business Profile Insights
What to track:
- Searches (direct vs. discovery)
- Profile views
- Website clicks, calls, direction requests
- Review count and rating
Why it matters: Your Google Business Profile is often the first thing people see. Optimising it boosts local SEO and trust.
How to track it: GBP dashboard, Google Search Console
12. Attribution: Which Channels Actually Convert
What to track:
- First-click vs. last-click attribution
- Assisted conversions
- Multi-channel paths
Why it matters: Sometimes, social creates awareness, but SEO closes the deal. Understanding attribution helps you assign credit properly – and budget wisely.
How to track it: GA4 conversions paths, CRM tagging, UTM parameters
Bonus: Your Lead-to-Instructions Rate
This is the number that matters.
Leads are lovely. Instructions are income.
What to track:
- How many leads actually convert into valuations
- How many valuations turn into signed instructions
Track it monthly, by source, by agent – and optimise accordingly.
Final Thoughts on Digital Marketing Metrics Every Estate Agent Should Track: Metrics That Move the Needle
It’s easy to get overwhelmed by data – but the truth is, the right metrics give you clarity.
They tell you:
- Where your best leads come from
- Which channels to invest more in
- What content actually works
- How to improve your return on marketing spend
So start small. Pick 3–5 core metrics. Track them weekly or monthly. And use that insight to get better every month.
Want help tracking, interpreting, and improving your digital marketing results? Our team at The Property Marketers builds performance dashboards and full-funnel strategies that actually make sense.
Because what gets measured? Gets improved. And that’s how you win.