From Radio Waves to Landing Pages: Measuring 2GB Radio Ads with Google Analytics for a Sydney Apartment Launch

Aug 19, 2025

Introduction

When a regional but reputable property developer and its trusted builder completed a premium apartment project in inner Sydney, the stakes were high. This was not just another project—it was positioned as a flagship development targeting both first home buyers and savvy property investors looking for a negatively geared asset in Sydney’s competitive housing market. The challenge? To generate quality leads and prove the effectiveness of a high-cost radio advertising campaign on 2GB radio in driving traffic to the project’s landing page and official website.

This blog will walk you through how More Than Data applied Google Analytics, advanced attribution modelling, and robust media measurement frameworks to track, analyse, and uncover the real impact of radio ads on digital traffic. It also reveals why transparency and data-based evidence matter when assessing media agency performance.

More Than Data helped a real estate developer measure the effectiveness of its radio advertising campaign and track landing page performance for its new project — Apartment buildings are scattered throughout the inner Sydney city area.

The Landing Page Strategy

To capture leads, the property developer created a dedicated landing page attached to its corporate website. This page showcased the apartment project with:

A 3D video demo of the apartments
A detailed project overview (location, pricing, lifestyle appeal)
An Expression of Interest (EOI) form, where visitors could provide their name, phone number, and email
A clear submission button to track intent-to-purchase

The landing page was designed not only for information but also as a conversion funnel to qualify leads from both online and offline channels.

Radio Advertising on 2GB

The property developer decided to partner with its media agency to run multiple radio ads on 2GB radio station. With 2GB’s strong listener base in Greater Sydney, the goal was to reach a broad audience of potential property buyers and investors. The campaign, costing around $20,000 (excluding creative production), aimed to:

Raise awareness of the apartment project
Drive listeners to visit the website and landing page
Generate submissions of the EOI form

But the key question remained: Did the radio ads actually drive landing page visits? This is where More Than Data stepped in.

This post-campaign report from 2GB Radio provides a breakdown of advertising rates and market value for each radio ad, offering clear insights into campaign performance — This is a post-campaign report from 2GB Radio, detailing ad rates and the corresponding market value for each placement.

Setting Up Tracking with Google Analytics

Before launching the radio ads, More Than Data implemented Google Analytics event tracking on the landing page. This enabled granular measurement of visitor behaviour. Key tracked events included:

Scroll: Did visitors engage with the content?
Video clicks: How many played the 3D demo?
Form interactions: Did visitors start filling out the EOI form?
Form submissions: How many completed the EOI process?

With proper tags and triggers, the foundation for attributing website performance to media channels was in place.

Connecting Radio Ads to Website Traffic

Post-campaign, More Than Data integrated two critical data sources:

2GB radio ad logs – including times, slots, campaign frequency and rates
Google Analytics website traffic data – segmented by time and event-level interactions

By combining these datasets, More Than Data could simulate how radio ads influenced web visits and conversions.

Google Analytics highlights several traffic sources, including social, referral, paid search, direct, and organic search. To ensure analysis accuracy, we excluded paid search, social, and referral, focusing only on direct and organic traffic. Three key metrics were tracked over time: page scrolls, video clicks, and EOI form submissions — In Google Analytics, traffic sources include social, referral, paid search, direct, and organic search. For a more accurate analysis, we excluded paid, social, and referral channels—focusing only on direct and organic traffic. Over time, three conversion metrics were tracked: page scroll depth, video engagement clicks, and EOI form submission button clicks.

Attribution Modelling and Adstock Transformation

The methodology involved more than simple correlation. More Than Data applied:

Adstock Transformation: To simulate the carry-over and time-decay effect of radio ads. Listeners don’t always act instantly after hearing an ad; some may visit hours or even days later
Attribution Modelling: To quantify the contribution of radio ads versus other channels (paid search, social, referral)

This provided a more realistic measure of how much incremental traffic was driven by radio.

Challenges Addressed by More Than Data

Several technical and operational hurdles had to be overcome:

Processing 2GB Post-Campaign Data: Cleaning and aligning broadcast logs with website analytics
Landing Page Analytics: Extracting event-level insights from Google Analytics
Applying Adstock Transformation: Capturing delayed audience response
Attribution Framework: Separating radio-driven visits from organic or coincidental traffic
Measuring Impact: Quantifying the true incremental effect of radio on landing page visits
Automating Reporting: Delivering results via an interactive HTML report that the developer could explore

We applied an adstock transformation to the estimated radio audience reach and found that the ads generated a one-day carry-over effect, which quickly decayed over time — Using adstock transformation on the estimated radio audience reach, we discovered that radio advertising had a short-term carry-over effect lasting one day, before decaying rapidly over time.

This table illustrates the impact of 2GB radio ads on landing page visits, with online visitors attributed through attribution modeling — This table demonstrates how 2GB radio ads influenced landing page traffic, with attributed online visitors measured using attribution modeling.

Findings: Radio’s Real Impact

The results surprised the property developer:

Radio ads on 2GB did not significantly drive landing page traffic
Most visits came from organic search and direct traffic
EOI form submissions were far below expectations

In other words, the $20,000 radio spend almost failed to deliver measurable ROI in terms of digital conversions.

Why the Audit Was Necessary

The property developer had relied on its media agency for ATL campaigns, including OOH, TV, and Radio. However, doubts emerged about the agency’s performance. By involving More Than Data, the developer sought:

Independent verification of media impact
Transparency into whether agency recommendations aligned with real outcomes
Data-driven evidence before renewing its annual account service contract

The findings validated the developer’s scepticism: the media agency had oversold radio’s role in driving digital engagement.

The chart shows that radio ads, including their carry-over and time-decay effects, cannot fully explain the actual landing page visits. Quantitative analysis indicates that 25.19% of the landing page variation can be attributed to radio campaigns — This chart highlights that while radio ads with carry-over and time-decay effects contribute to landing page traffic, they explain only part of the results. Attribution analysis shows that 25.19% of landing page variations are directly linked to radio campaigns.

Lessons for Property Developers and Builders

This case highlights several broader lessons:

1. Don’t Assume Offline Media Drives Online Traffic

Not all radio ads translate to website visits. Tracking and attribution are essential.

2. Data Transparency Matters

Developers should demand accountability from media agencies. Inflated claims without measurement erode trust.

3. Google Analytics Is Essential

Proper tagging and tracking unlock online behavioral insights that go beyond vanity metrics.

4. Attribution Modelling Prevents Misallocation of Budgets

Advanced techniques like adstock transformation to simulate ads carry-over and time-decay effect prevent wasted spend on channels with minimal impact.

5. Independent Audits Protect Investment

Third-party verification ensures agencies are held accountable for campaign outcomes.

We developed an interactive HTML report for the real estate developer, allowing them to explore charts in detail. One chart breaks down attributed landing page visits by individual 2GB radio ads, showing date, time, impact, weekday, ad length, program name, and display time for precise tracking — We also created an interactive HTML report that enables the real estate developer to analyze radio ad performance in detail. The report breaks down attributed landing page visits by specific 2GB radio ads, with insights into date, time, impact, weekday, ad length, program name, and display time.

Conclusion

The launch of a premium apartment project in inner Sydney provided a perfect case study in the power of data-driven marketing measurement. While 2GB radio advertising offered wide audience reach, its true impact on landing page traffic and website conversions was minimal. Through careful Google Analytics setup, attribution modelling, and transparent reporting, More Than Data helped the property developer uncover the truth and make informed decisions about future media investments.

In an industry where every dollar counts, and where property developers and builders must balance high-stake investments with measurable returns, one lesson stands clear: evidence beats assumptions. Media agencies must be transparent, and property developers must demand proof. That’s the only way to turn marketing from guesswork into science.