Which marketing metrics should you track to evaluate a listing campaign?

• A. Total listings and closing price as the sole metrics.
• B. Impressions, clicks, CTR, inquiries, showings, saved properties, leads, cost per lead, lead-to-client conversion, and ROAS/ROI.
• C. Number of emails sent.
• D. Only time-on-site.

Answer: (B)

Evaluating a listing campaign requires visibility into the entire customer journey, from exposure to sale and return on investment. Impressions show how widely your listing can be seen, giving you reach. Clicks and the click-through rate reveal how effectively the listing drives initial interest. Inquiries and showings are direct signals that interest is converting into actions, while saved properties indicate intent to revisit and consider later. Leads track those who express concrete interest, cost per lead measures how efficiently you’re generating those prospects, and lead-to-client conversion shows how well interest turns into actual business. Finally, ROAS or ROI ties everything together by showing the financial return relative to what you spent on the campaign.

Tracking only total listings and closing price misses the online funnel and the cost aspect, so you can’t gauge how well the campaign is performing or where to optimize. Focusing on time-on-site alone doesn’t reveal whether visitors are taking meaningful next steps. Merely counting emails sent overlooks engagement quality and whether that outreach leads to inquiries or showings. Using a broad set of metrics across exposure, engagement, conversion, and cost provides a complete view and actionable insight.