Google Analytics 4 is Coming in 2023 with New Measurements

July 1, 2023 will mark a major transition in website performance tracking with the official transition to Google Analytics 4 and the sunsetting of Universal Analytics. The shift to Google's new website performance tracking platform will introduce many new ways of monitoring lead attribution, events, conversions, and engagement. For multifamily marketers, it's important to be aware not only of the new forms of tracking capabilities that GA4 will bring, but also in how GA4 defines many metrics that differ from how Universal Analytics defines them today. Yes, GA4 measures many of the same KPIs we look for in Google Analytics currently. However, the new platform brings many new definitions for common metrics marketers look to each day.

Given the upcoming changes, we want to ensure multifamily marketers are well ahead of what's to come in 2023. We'll be posting frequently to help marketers prepare for the transition in the months and weeks leading up to July 2023. To start, let's look at the difference in what Google Analytics 4 defines as a session vs how Universal Analytics defines a session on your property website. Today, Universal Analytics considers a session as "a group of user interactions with your website that take place within a give time frame." A single user can have multiple sessions on a website, which can occur on the same day or over a larger time frame. Marketers commonly refer to sessions as overall website traffic and users as individual website traffic.

What's to be expected of this change in GA4? The goal is to avoid inflating website traffic numbers due to repeat users visiting the site multiple times within that 30 minute window. It's important to consider when looking at overall website sessions as marketers should expect less inflated website traffic with the transition to GA4. heir browser window and return within the 30 minute period, this would count as the same session in Google Analytics 4. This is different from Universal Analytics today where if a user were to exit and then visit the website again via a different source it would get credited as two sessions.

What's to be expected of this change in GA4? The goal is to avoid inflating website traffic numbers due to repeat users visiting the site multiple times within that 30 minute window. It's important to consider when looking at overall website sessions as marketers should expect less inflated website traffic with the transition to GA4. This will also impact lead attribution when considering multi-channel attribution within Google Analytics, which we will be speaking to shortly. For now, expect GA4 to report less inflated traffic in 2023 with this change in measuring sessions.

Street Digital Media Expands Single-Family Rental Presence Across Sunbelt

The multifamily digital ad agency holds a strong single-family rental presence across the nation's Sunbelt. Marketing strategies cover developments in Florida, Georgia, Tennessee, North Carolina, Mississippi, Texas, and Arizona.

The past two years have been for the real estate record books. We've witnessed an exodus from some of the nation's most highly sought after and expensive cities, 35% year over year rent increases in the Sunshine State, and exponential spikes in single family home values throughout the country. With mortgage rates now above 5% and rising more quickly than we've seen in decades, we are living through a very interesting time of inflationary prices, limited supply, and high demand for places to live. Not to mention, desperate homebuyers continue to be outbid by over asking price, all cash offers- many of which come from large institutional buyers.

The Overlook at Buffalo Park in Flagstaff, AZ

With so little inventory available, yet a clear demand for more space having lived through the confines of the pandemic, developers and institutional real estate players continue to move quickly into the single family rental space. The concept comes with less frills compared to the high rises filled

with golf simulators, rooftop pools,

and state of the art fitness equipment that have been the focus of multifamily over the past decade. Despite the lack of over-the-top amenities, (communities may have a clubhouse or pool) the demand for affordable, spacious homes in the nation's secondary and tertiary cities is certainly there. Major industry developers and institutional buyers that have dominated the multifamily space for decades are quickly moving into the newly adopted niche of real estate.

With a new concept, comes new challenges. Many multifamily property management companies are quickly being tasked with leasing up neighborhoods of standalone houses sprinkled throughout the nation's suburbs. This is a stark contrast to what has been the main focus of the industry over the past decade- urban, amenity filled high-rises with immediate access to social and nightlife. Single-family rentals appeal to a different type of renter, many of whom are at different stages of their lives than the urban city dweller. And, with a different type of renter comes a need for a different strategy.

Street Digital Media has quickly gained expertise in the single family rental space over the past year. The digital agency has quickly grown in the SFR space that stretches across the Sunbelt, covering Florida, Georgia, Tennessee, North Carolina, Mississippi, Texas, and Arizona. While single family renters may not be looking for the glamorous amenities of the city, they still look to the top online resources to find a singe family home. As the industry continues to see a strong shift towards single-family rentals, the need for a robust online strategy is arguably more important for the SFR space. The suburbs leave for less walking or drive by traffic, no room for five story high building banners, or street front leasing centers. Nevertheless, the end goal is still the same and often times more aggressive in the SFR space, where the name of the game is typically, "lease up, fast." The physical challenges are certainly there compared to in-town lease ups, but the need for a successful online marketing strategy are right in line.

Street Digital Media Gains Presence on Atlanta's BeltLine

Street Digital Media, an Atlanta-based multifamily marketing agency, has launched its digital marketing strategy for Edge on the Beltline. The 350-unit apartment and retail development is ideally located on the BeltLine's Eastside Trail, the city's coveted multi-purpose trail. Edge offers contemporary studio, one-, two-, and three-bedroom apartments with designer finishes and art-filled amenities within walking distance to the area's endless dining options, food halls, bars, art installations, Inman Park, and Old Fourth Ward.

Street Digital Media has partnered with the luxury community to drive prospective renters to the property through its multifamily specific digital marketing strategies. Edge's residents enjoy abundant amenities including a resort-style pool decorated by local Atlanta artists as well as an outdoor lounge that overlooks Atlanta's BeltLine. The community's convenient surroundings and eclectic design provide a one-of-a-kind apartment living experience in one of the city's most desired locations.