AI Is Showing Up in Your Analytics. Now What?
AI is changing how renters search for apartments—but can you actually see that impact in your marketing reports?
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore how traffic from AI platforms like ChatGPT, Perplexity, and Gemini is beginning to show up in Google Analytics 4 (GA4)—giving multifamily marketers a new way to measure how AI is influencing apartment discovery.
From identifying AI referral traffic to analyzing engagement, tracking conversions, and understanding attribution limitations, Josh and Caroline break down what marketers should be looking for in their analytics. More importantly, they explain how to turn those insights into smarter website decisions, better reporting, and a clearer understanding of AI’s growing role in the renter journey.
You’ll learn:
- How traffic from ChatGPT, Perplexity, Gemini, and other AI platforms can appear in Google Analytics 4
- Where to look in GA4 to identify AI referral sources beyond traditional organic search reports
- The four key metrics to evaluate: traffic trends, engagement, conversions, and traffic quality
- Why AI referral traffic doesn’t tell the complete story of how renters discover your community
- How to use AI traffic insights to improve your website experience, content, and search visibility
- Why accurate tracking and properly configured conversion events are essential for meaningful reporting
- How to communicate AI performance to owners and asset managers without overwhelming them with more metrics
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For more multifamily marketing help, connect with us at Resident360.
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