The How has the performance of top sources changed over milestones? is a bump chart under the CrSTAL by Source reports. It ranks the different marketing sources over the CrSTAL milestones.
Guides to bump charts, marketing sources and the CrSTAL milestones
A. Navigate to: Performance AI ➡️ Lead Gen Analysis ➡️ LGA Dashboard ➡️ CrSTAL by Source.
B. On the left, you can see the marketing sources ranked by the number of leads they created.
From the graph in this example:
a. Property Website created 2613 leads.
b. Organic Search created 2269 leads
c. Zillow Rental Network created 1410 leads
d. ApartmentList created 1367 leads
e. Apartments.com created 1049 leads
f. Google My Business created 418 leads
g. Walk-Ins and Drive-Bys created 293 leads
h. Paid Search created 259 leads
These ranks show the sources that are the most efficient in creating leads.
i. The top axis lists the CrSTAL milestones, and the topmost curve at every milestone
denotes the sources that created the most leads that completed the milestone. From the
graph in this example: Created Leads - Property Website created the most leads i.e.,
2613 leads.
j. Tours Scheduled - Organic Search created the most leads that scheduled their tours
i.e., 1183 leads.
k. 1st Tours - Organic Search created the most leads that completed their 1st tours i.e., 670
leads.
l. Applied - Organic Search created the most leads that completed their applications i.e.,
381 leads.
m. Leased - Organic Search created the most leads that completed leasing i.e., 330 leads.
The curves depict the total number of leads created that crossed the milestone during the time
range, irrespective of the time when it is created.
n. The right-most axis lists the sources ranked by the no. of leads they created that finished
leasing. In this example: Organic Search created 330 leads that finished leasing
o. Property Website created 313 leads that finished leasing
p. Apartments.com created 83 leads that finished leasing
q. Zillow Rental Network created 60 leads that finished leasing
r. Google My Business created 36 leads that finished leasing
s. ApartmentList created 33 leads that finished leasing
t. Walk-ins and Drive-bys created 18 leads that finished leasing
u. Paid Search created 12 leads that finished leasing
These ranks depict the quality of the leads that come through the particular source.
E. Now, let's take a look at the individual curves for the sources. For the property website curve:
1. The width of the curve shows the relative number of leads created by the source that
crosses each milestone. For example: The property website created 905 leads who
scheduled their tours and 529 leads who finished their 1st tours.
2. The position of the curve shows the relative rank of the source over each milestone. For
example: The property website created the most leads but was second when it came to
leads who scheduled tours.
Next:
How do I interpret Bump Charts?
How do I use the CrSTAL by Source reports under the LGA Dashboard?