The Real Estate report provides data about the performance of multiple on-site links on a single page on your website. Use it to determine how different areas and aspects of a page are performing.
With the hierarchical reporting layout, you can use naming conventions to test the performance of alternative versions, measure changes, and determine high-value real estate. Real Estate reporting uses the same session logic and takes into account all activity that occurs during a session, including activity before and after the click. Use this report to analyze your Real Estate from the highest level for an individual page or drill down to view the granularity of performance by link.
The Site Promotions report can be used with the Real Estate report to analyze link and promotion performance across all pages on your website.
You can also use the Real Estate report to:
- Identify areas with high click-through rates
- These areas of the page are the most frequently clicked, which indicates the natural browsing preferences of users. These locations are best for placing key content or information that you want to provide for maximum exposure.
- Identify areas with high conversion rates
- Areas with high conversion rates represent the best place to capture high-value visitors. Given the value of this real estate, merchants can reserve these placements for products or offers that provide the highest margin for the company.
Note: You must enable Real Estate tracking before Digital Analytics can capture Real Estate data.
Use the Tracking Code Generator to append Real Estate tagging parameters to the end of the destination URLs on links that you want to track. Then, contact Acoustic Support with a list of Page IDs that you want to enable. Add your Real Estate links to your HTML code, and you can begin capturing Real Estate data!
Real Estate report use case
This use case shows how to use the Real Estate report to track the effectiveness of different areas on a home page.
You are responsible for analyzing the home page for your company website. You determine which areas have the most valuable real estate to promote clearance products. One of your goals is to see which area is the best at converting visitors. To evaluate the home page, you must support your findings with empirical data.
You track four different areas on the home page with Real Estate parameters:
- Left navigation
- Center area promotions
- Featured products
- Ads on the right side of the page
These content categories or features provide high value but are underexposed. Drive more awareness of these features by placing them prominently within key pages on your site.
Content or features in the quadrant drive significant traffic and are used by valuable customers. Target users of these tools to increase their visits and lifetime value
These content categories or features generate little value and receive minimal traffic. Few resources should be allocated to these areas because they do not heavily impact site performance.
Content or features in this section are highly trafficked but do not convert visitors. Seek to improve content or features in this quadrant to capitalize on the value of this traffic.
The following is the output of your Real Estate report after one month of data collection.
|Area||Click-through rate||Conversion rate|
|Center Area Promotions||32.15%||5.14%|
This data shows that the Featured Products area represents the highest value real estate on the page, with a conversion rate of 5.55%. Your team decides to promote clearance products in this area of the home page, especially for clearance products with proven effectiveness at driving conversion. Then, you use the Product Categories report to find your top converting clearance products.
Enabling Real Estate tracking
Real Estate tracking must be enabled before Digital Analytics can capture Real Estate data.
To enable Real Estate tracking:
- Use the Tracking Code Generator to append Real Estate tagging parameters to the end of the destination URLs on links that you want to track.
- Contact Acoustic Support with a list of Page IDs that you want to enable.
- Add your Real Estate links to your HTML code.
Collecting Impressions data in the Real Estate report
Data for the Impressions metric in the Real Estate report is captured using Link Impression tags. Link Impression tags are thrown for each link that is tracked with Real Estate tagging parameters.
Ten Link Impression tags equal one server call. If an increase in server calls concerns you, impression tracking in this report can be disabled. When disabled, impressions or click-through rate metrics are no longer populated in the Real Estate report, but all other metrics populate as normal. As a work-around, the page views metric can be used to measure how many times that page or link was viewed. Then, you can use the page view and clicks metrics to manually calculate click-through rate metrics, which are comparable to a click-through rate metric that uses impressions and clicks.
If you are concerned about the impact of Real Estate parameters on SEO performance on your website, Digital Analytics provides you with the option of implementing manual Real Estate tagging that allows for Real Estate data to be collected without affecting SEO performance. Manual Real Estate tagging passes the Real Estate parameters in the Digital Analytics Link Click tags but you do not see Real Estate parameter values within the URLs in your browser.
Key performance indicators for the Real Estate report
By focusing on key performance indicators in the Real Estate report, you can identify potential areas for improvement in your real estate linking strategy.
The Real Estate report provides the following metrics in the default view.
- RE Clicks
In the context of marketing, the number of page views with the marketing program (cm_mmc) parameters. The parameters indicate a click from a particular marketing program. Noe A single session can include more than one click. In the context of site promotions and real estate, the number of page views with the site promotion (cm_sp) or real estate (cm_re) parameters. The parameters indicate a click from a particular site promotion or piece of page real estate. Note: A single session can include more than one click.
- Online: Sales
The total sales generated from sessions that clicked this link during the selected time period. This report looks at all sales from any session that clicked this link, including sales that occurred before the link was clicked.
- Orders / Clicking Session
The number of buying sessions divided by the number of clicking sessions during the selected time period.
Additionally, if you edit the Real Estate report, you can add these metrics.
- Online: Average Order Value
The average value of a submitted online order: Online: Sales divided by Online: Orders.
- Online: Average Shipping & Handling
The average shipping and handling fees for transactions completed via online channels.
- Online: Buying Sessions
The number of sessions in which an order was placed via online channels.
- Online: Orders
The total number of orders placed in online channels. A count of the Order tag.
- Online: Total Shipping & Handling
The total shipping and handling value for orders completed via online channels.
- Page Views
The total number of times the page (or category that contains the page) was viewed. A count of the collected Page View tags.
- RE Buying Sessions / Clicking Sessions
The ratio of buying sessions to clicking sessions: Buying Sessions divided by Clicking Sessions.
- RE Click-Thru Rate
The percentage of times this link was clicked when it appeared on a page during the selected time period. The rate is calculated as the number of clicks divided by the number of impressions.
- RE Clicking Sessions
In the context of marketing, the number of sessions that start with a page view that contains a marketing program (cm_mmc) parameter. The parameters indicate a click from a particular marketing program. In the context of site promotions and real estate, the number of sessions that consist of a page view with site promotion (cm_sp) or real estate (cm_re) parameters. the parameters indicate a click from a particular site promotion or piece of page real estate. Note: a single session can include more than one click.
- RE Impressions
The number of times a promotion from a real estate value is viewed, regardless of whether it is clicked.
- RE Sales / Click
The average sales value per click: Sales divided by clicks.