Conversion tracking for real estate, from enquiry through to completion

The owner's version: Google Ads says the campaign is performing, the CRM fills with registrations, and the agents complain that half the phone numbers are fake and the rest never pick up. The forced-registration popup on a BoldTrail, Lofty or Sierra IDX site is being counted as the conversion, so bidding learns that the goal is someone willing to type an email to see listing photos, and it finds more of them, bots included. Home-valuation ads do the same on the seller side, rewarding curious owners who won't list for years. The closing that pays arrives months later and gets credited to 'website' or to whichever portal the buyer used last.

The ten-minute check: register on your own site from an ad click with a test email and watch which conversion fires, on which domain, and whether the click ID lands on the new contact. Then open the last twenty Google-sourced registrations in Follow Up Boss and count the working phone numbers. Finally, list last year's closings and try to name the first source of each one. Most teams can fill in fewer than they expect, and portal leads turn out to be mixed in with paid ones.

Fixed looks like this: registrations kept as a secondary signal, a verified conversation and an appointment set as the primary ones, click IDs and UTMs written to custom fields on the contact, and stage changes such as appointment, under contract and closed sent back to Google Ads and Meta through server-side events. Housing rules remove ZIP-code and demographic targeting, which makes that signal the main lever you have left. Zillow, Realtor.com and other portal leads stay out of ad conversions entirely, since you never bought them with a click. Our free audit follows one test registration through your stack and shows where it breaks.