Habitat - January/February 2017 - 33


ATLANTA APARTMENT ASSOCIATION: PLATINUM PATRON MEMBER PROFILE

Examines the Art of Interpreting
Apartment Website Traffic Stats

I

f you're a multifamily owner or
manager, you have a lot of choices
when deciding where to advertise
your properties online.
Sites that claim to have the most
traffic, the most visitors or the most
page views are attractive propositions.
But those claims can be hard to verify.
The data isn't easily transparent.
That's why it pays to understand the
methodologies and sources from which
site traffic claims are based. Always
take note of the asterisk-and which
source is supporting those statements.
This can be key in helping you make the
very best advertising decisions for your
property or business.
In a recently published white paper,
Apartments.com analyzed a few of the
top internet listing site (ILS) traffic
authorities, including comScore,
Hitwise, Alexa and Compete.com.
We explored and compared the
sites' approach to reporting, in an

effort to provide a comprehensive
understanding of the methods
used by each.
What we discovered was that traffic
analysis authorities leverage different
methods and data sets to analyze the
performance of various sites.
Some derive their statistics through
specifically weighted sets of data. Some
leverage a combination of statistics
provided by an established user panel
as well as additional traffic data.
Some incorporate demographic and
clickstream analysis. The conclusion
gained here is not whether one set of
results is more accurate than another,
or whether one specific measurement
approach is "right"-it's about
understanding the methodology that
was used in aggregating the results.
Each methodology offers its own
strengths and weaknesses and as a
result, comparisons differ from service
to service-often dramatically.

The bottom line, and one we share
with our clients: In the case of web traffic
analysis, one thing you can always trust
is that results will vary. The best way
to extract a true understanding of site
performance is to be sure you compare
apples to apples. When interpreting
traffic claims from apartment listing
websites, look closely to confirm they're
using the same source for their own
traffic and their competitors'.
In addition, take steps to assess
what's important to you when looking
for an ILS. What attributes will drive
the kind of interaction that's most
valuable, and will yield the highest
interest and best results for you? That
way, you can make advertising decisions
that drive the best traffic, leads and
business to your door.
Check out our white paper in full.
Visit www.advertise.apartments.com
and click on "resources," then
"whitepapers." *

AAA 101
Wednesday, February 1, 2017
10:00 am - 11:30 am
*Registra�on begins at 9:45
AAA Office
8601 Dunwoody Place Suite 318 Atlanta, GA 30350

Are you a new member of the Atlanta Apartment Association looking for ways to maximize your membership? Are you struggling to find the best
way to market to the decision-makers of the apartment industry? Are you overwhelmed by the number of members and events AAA offers?
Are you new to the multi-family housing industry, and want to learn more about it? If you answered yes to any of these questions, please attend
our next AAA 101 Class.
There is no charge to attend the class, but you must make your reservation in advance.

Reservation Deadline: January 30, 2017
Register online at www.atl-apt.org

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http://www.Apartments.com http://www.Compete.com http://www.advertise.apartments.com http://www.atl-apt.org

Table of Contents for the Digital Edition of Habitat - January/February 2017

Chair’s Message
Legal Corner
Government Affairs
Meet AAA’s 2017 Chair Christie Eash
Sustainability: A Passion Project
Up Close
Foundation Update
Volunteer’s Corner
AAA Platinum Patron Member Profile: Georgia Natural Gas®
AAA Platinum Patron Member Profile: Reliable Roofing
AAA Gold Patron Member Profile: Costar/Apartments.com
AAA Gold Patron Member Profile: AT&T
New Members
Advertisers’ Index
Habitat - January/February 2017 - cover1
Habitat - January/February 2017 - cover2
Habitat - January/February 2017 - 3
Habitat - January/February 2017 - 4
Habitat - January/February 2017 - 5
Habitat - January/February 2017 - 6
Habitat - January/February 2017 - Chair’s Message
Habitat - January/February 2017 - 8
Habitat - January/February 2017 - Legal Corner
Habitat - January/February 2017 - 10
Habitat - January/February 2017 - 11
Habitat - January/February 2017 - Government Affairs
Habitat - January/February 2017 - 13
Habitat - January/February 2017 - 14
Habitat - January/February 2017 - 15
Habitat - January/February 2017 - Meet AAA’s 2017 Chair Christie Eash
Habitat - January/February 2017 - 17
Habitat - January/February 2017 - 18
Habitat - January/February 2017 - Sustainability: A Passion Project
Habitat - January/February 2017 - 20
Habitat - January/February 2017 - 21
Habitat - January/February 2017 - Up Close
Habitat - January/February 2017 - Foundation Update
Habitat - January/February 2017 - Volunteer’s Corner
Habitat - January/February 2017 - 25
Habitat - January/February 2017 - 26
Habitat - January/February 2017 - 27
Habitat - January/February 2017 - 28
Habitat - January/February 2017 - AAA Platinum Patron Member Profile: Georgia Natural Gas®
Habitat - January/February 2017 - 30
Habitat - January/February 2017 - AAA Platinum Patron Member Profile: Reliable Roofing
Habitat - January/February 2017 - 32
Habitat - January/February 2017 - AAA Gold Patron Member Profile: Costar/Apartments.com
Habitat - January/February 2017 - 34
Habitat - January/February 2017 - AAA Gold Patron Member Profile: AT&T
Habitat - January/February 2017 - 36
Habitat - January/February 2017 - New Members
Habitat - January/February 2017 - Advertisers’ Index
Habitat - January/February 2017 - cover3
Habitat - January/February 2017 - cover4
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