Dashboard creation and tracking implementation for high-traffic real estate portal

The Problem.

The client approached us as they were looking to radically scale up their data and insight distribution to marketing staff, sales staff, and senior leadership. Their legacy systems were restricted to ad-hoc reporting, and their methods of online event measurement required a revamp due to a recent significant website redesign. Additionally, the current dashboard that they had was not fully function and continuously ran into technical errors which did not enable it to be shared to more than a handful of very technical users.

The Solution.

• Data Measurement: We began by meeting with the senior leadership team (SLT) to define key performance indicators (KPIs) for online measurement. This initial discussion ensured alignment between business objectives and the data we would later collect and analyze. With these KPIs in place, we conducted a full audit of user flows, identifying critical interactions and opportunities for improvement. Based on this audit, we developed and presented a measurement framework that outlined a structured approach to tracking user behavior across the digital ecosystem.

  
  Following approval of the framework, we implemented event tracking tags in Google Tag Manager (GTM) to capture user interactions corresponding to the KPIs established by the SLT. This step involved configuring GTM to track essential actions such as form submissions, listing views, and engagement with key site elements. Ensuring data accuracy was paramount, so we collaborated closely with internal developers and adhered to data governance requirements to quality assure (QA) and refine the tracking setup. 
  
  To support long-term sustainability, we documented all implemented changes in Confluence, providing the development team with a detailed reference for maintaining and updating key user flow pages. This documentation served as a central resource, streamlining future updates and ensuring consistency across the platform.
   

• Data Visualisation: Once tracking was fully operational, we visualized the data collected from Google Analytics 4 (GA4) into Looker Studio dashboards. These dashboards were designed across multiple pages, offering granular insights into user behavior and trends. The primary focus was on equipping sales staff with clear, actionable data, highlighting areas of growth and opportunities based on the activity of hundreds of thousands of users. Given that the dashboards were designed to be readily available to many users at any given time, the data sources were brought into the dashboards in a way that enabled scalability while ensuring mindful yet flexible API token usage.