Did You Know…

According to Hyly.AI’s data, 50% of multifamily marketers list “property website” as their main source of leads.

But the reality is:

It’s often not the true #1 source.

What many marketers don’t realize is that they’re missing the full picture. They’re relying on incomplete data and assumptions.

And when you’re guessing, you’re likely wasting budget.

Because if you don’t know what’s working:

You can’t double down on it.

You can’t optimize it.

And you definitely can’t scale it.

So why is ad attribution still such a mess in 2025?

Let’s break down why this happens (and how to fix it).

Why Ad Attribution Is a Hot Mess

The problem isn’t that you’re bad at tracking.

The problem is that most attribution models are built for a world that no longer exists.

Think about it:

• A prospect sees your Google ad.
• They don’t click. But later, they see your Instagram post.
• Then, they hear about your property from a friend.
• Finally, they Google your name directly and fill out a form.

So... which touchpoint “gets the credit” for the lead?

• Google says: “It was us. We made the first impression!”
• Instagram says: “No way. We warmed them up!”
• CRM says: “Hello? The form came from direct traffic. We win.”

Meanwhile, you’re just trying to figure out which ad deserves your budget.

How CrSTAL Multi-Touch Attribution Works?

Most marketers rely on first-touch or last-touch attribution. Here’s why that’s a problem:

1. First-Touch Attribution:

   Gives all the credit to the first ad someone clicked.

   (Cool. But what about the 7 emails, 3 retargeting ads, and 1 tour that ACTUALLY closed the deal?)

2. Last-Touch Attribution:

   Only credits the final click before the lease.

   (So we’re just ignoring everything that happened before that? Bold strategy.)

3. Multi-Touch Attribution (aka CrSTAL):

   Tracks EVERY interaction, from the first click to the signed lease.

   (Finally, some common sense.)

   

With Halo Owner360 CrSTAL feature, you can see the ENTIRE journey:

It makes it crystal clear (pun intended).

• Which ads got attention ✅
• Which emails drove action ✅
• Which tours sealed the deal ✅

No more guessing. Just auditable facts.

How to Apply This?

Alright, so how do you use CrSTAL to stop wasting ad spend?

For Marketers:

❌ Before CrSTAL: "We think Facebook is working... maybe?"

✅ With CrSTAL: "Facebook drove 27 leads, 10 tours, and 4 leases last month. Here’s the ROI."

For Leasing Teams:

❌ Before CrSTAL: "I don’t know where this lead came from."

✅ With CrSTAL: "This prospect clicked our Google ad, then booked a tour after an email follow-up."

For Operators:

❌ Before CrSTAL: Wasted ad budget

✅ With CrSTAL: "We cut 20% of spend on underperforming channels and reallocated it to high-converting campaigns.

The Short of It

If you don’t know where your leads are coming from, you can’t scale what works.

Owner360 CrSTAL Multi-Touch Attribution fixes that.

Now, when someone asks, “Where did these leads come from?”

You’ve got the exact sources and the auditability to prove it.

Owner360 doesn’t just show you clean data; it gives you the tools to back it up.

Your reports are fully auditable, meaning you (or anyone else) can verify the accuracy with confidence.

Until next time, happy tracking!

P.S. Wanna really get inside your data?

There are a few ways we can help:

• Book a demo of Halo Owner360 CrSTAL Attribution.
• Fix your reporting with Owner360.

Because knowing > guessing.