Key Takeaways
- Google Analytics helps mortgage teams track traffic, conversions, and ROI.
- Set up GA4 with a tracking code installed on every page.
- Focus on conversions like forms, calls, and calculator usage.
- Connect to Google Ads and Search Console for full visibility.
- LoanSites pairs Google Analytics with advanced SEO strategies to maximize results.
Setting Up Google Analytics for Your Mortgage Website
Your mortgage website may look polished and professional, but without data, you won’t know if it’s actually working. That’s where Google Analytics comes in. By setting up this free tool, mortgage professionals can measure traffic, understand user behavior, and track which marketing efforts generate the most leads.
This guide walks you through everything loan officers and mortgage teams need to know about setting up Google Analytics for their websites.
Why Google Analytics Matters for Mortgage Professionals
Google Analytics is more than a reporting tool—it’s the foundation of a data-driven marketing strategy. With it, you can:
- See how many visitors come to your site.
- Learn which pages borrowers visit most often.
- Track leads from forms, calls, or calculators.
- Measure the effectiveness of SEO, ads, and email campaigns.
- Identify areas where your site may be losing potential clients.
In an industry where every lead matters, these insights directly affect growth.
Step 1: Create a Google Analytics Account
To get started:
- Visit Google Analytics.
- Sign in with your Google account.
- Click Admin → Create Account.
- Enter your business and property details (mortgage site name, URL, industry category).
This creates the foundation for tracking all website data.
Step 2: Set Up Google Analytics 4 (GA4)
Google now uses GA4 as its default property. Compared to Universal Analytics, GA4 is more focused on user journeys across devices—a key advantage when borrowers switch between mobile and desktop.
When setting up GA4:
- Select Web as the platform.
- Add your domain (e.g., www.mortgagecompany.com).
- Generate the tracking tag that needs to be installed on your site.
Step 3: Add the Tracking Code to Your Website
The GA4 tracking code (called a “G-tag”) must be placed on every page of your site. You can:
- Add it manually in the <head> section of your site’s HTML.
- Use a website builder’s settings if supported.
- Install it through Google Tag Manager for more flexibility.
Without this tag, no data will flow into your account.
Step 4: Set Up Conversion Tracking for Mortgage Leads
For mortgage websites, conversions matter more than just page views. Key conversions to track include:
- Form Submissions: Pre-approval forms, refinance requests, or contact pages.
- Phone Calls: Track clicks on “Call Now” buttons.
- Mortgage Calculator Usage: Measure engagement on interactive tools.
- Downloads: Track lead magnets like loan guides or checklists.
Setting up conversion tracking shows which marketing activities are producing qualified leads.
Step 5: Connect Google Analytics to Google Ads and Search Console
Integrating these tools gives a more complete picture:
- Google Ads: See how ad clicks turn into mortgage applications.
- Search Console: Understand what keywords are driving organic traffic.
These integrations let you measure ROI on both paid and organic campaigns.
Step 6: Create Custom Dashboards for Mortgage KPIs
Mortgage teams don’t need every metric—just the ones that matter. Build custom dashboards that track:
- Number of new leads per month
- Traffic by source (SEO, ads, referrals)
- Top-performing blog posts
- Bounce rates on landing pages
- Time on page for loan product content
Custom views make it easy to focus on data that impacts your business.
Step 7: Use Audience Insights to Refine Marketing
Google Analytics provides demographic and geographic data about your visitors. For loan officers, this can help:
- Identify if you’re attracting local traffic from your target market.
- Adjust ad targeting based on age, interests, or device usage.
- Tailor content to better match borrower needs.
Audience insights help you speak directly to the clients most likely to convert.
Step 8: Monitor Site Speed and User Experience
Slow websites turn away borrowers. Google Analytics shows metrics like average load time and mobile vs. desktop performance. If your site is too slow, you may need better hosting, optimized images, or streamlined code.
Fast, mobile-friendly sites not only convert better but also rank higher in search engines.
Step 9: Set Up Automated Reports
Google Analytics allows you to schedule reports to your inbox weekly or monthly. For mortgage teams, this means you can track performance without logging in daily. Reports can be customized to include conversions, traffic, and keyword performance.
Combine Analytics With Proven SEO From LoanSites
At LoanSites, we build more than stunning mortgage websites—we make sure they’re tracked, optimized, and generating results. Our Advanced SEO package integrates seamlessly with Google Analytics, giving you clear insights into:
- Which keywords bring in leads.
- How your content performs.
- Where visitors drop off in the mortgage funnel.
- Which campaigns drive the most ROI.
We produce the best mortgage SEO results in the industry by combining analytics, optimization, and lead-focused strategies.
