Review of the 82-day Reflex Blu flight for Atlas at Richland Road and Current on Center, compared against GA4 site data and industry benchmarks.
Three sources, one flight window. Each answers a different question; together they show a consistent picture.
Their Mar 31 deck: impressions, clicks, CTR, frequency, and the conversion figures they used to characterize the flight.
51,028 rows covering every placement across 7,437 unique domains and apps. Shows where the impressions actually ran.
Reflex Blu traffic is UTM-tagged blu/*, so it can be isolated and compared against every other source on the site.
§ 10 tests Reflex Blu's own explanation for the short-session volume. The closing slides summarize and list next steps.
Aggregated across both properties and both channels from the Mar 31 Reflex Blu campaign review.
| Line item | Impressions | Clicks | CTR | Reported outcome |
|---|---|---|---|---|
| Current · Meta — Prospecting | 234,749 | 606 | 0.26% | 3 approvals |
| Current · Meta — RFID | 431,933 | 1,176 | 0.27% | |
| Current · Display — Prospecting | 758,872 | 354 | 0.047% | — |
| Current · Display — RFID | 1,508,636 | 1,235 | 0.082% | 63 visits |
| Atlas · Meta — Prospecting | 115,223 | 341 | 0.30% | 1 approval |
| Atlas · Meta — RFID | 433,340 | 1,358 | 0.31% | |
| Atlas · Display — Prospecting | 339,880 | 153 | 0.045% | — |
| Atlas · Display — RFID | 1,531,317 | 1,292 | 0.084% | 114 visits |
Source: Trinitas Campaign Review 03312026.pdf.
The Reflex Blu deck cites its own benchmarks. Public industry benchmarks sit higher. Both are shown below.
| Channel | Reflex Blu reference | Industry reference | Flight result |
|---|---|---|---|
| Display — standard | 0.03 – 0.05% | 0.08 – 0.10% | 0.045 – 0.06% CTR |
| Display — RFID audience | 0.03 – 0.05% | 0.08 – 0.10% | 0.082 – 0.15% CTR |
| Meta (Facebook / Instagram) | 0.16 – 0.20% | ~0.99% (real estate) | 0.26 – 0.35% CTR |
Sources: WordStream Facebook Ads Industry Benchmarks 2024 (real-estate vertical); Basis / Centro / Databox programmatic display reports 2024.
The Atlas exchange report covers 1.74 M impressions across 7,437 unique domains and apps. Most of the top publishers are mobile games and legacy webmail.
Source: Trinitas_-_Atlas_Richland_Rd_-_ExchangeReport_012826-032526.xlsx.
GA4 property 484378882, full flight, sources ordered by session volume. Reflex Blu traffic is UTM-tagged blu/*.
| Source / medium | Sessions | Engaged | Engagement rate | Key events |
|---|---|---|---|---|
| direct / (none) | 2,718 | 1,808 | 66.5% | 3,034 |
| google / cpc | 2,630 | 1,698 | 64.6% | 2,393 |
| google / organic | 1,756 | 1,299 | 74.0% | 2,016 |
| gro_marketing / facebook | 5,020 | 1,126 | 22.4% | 459 |
| blu / display (Reflex Blu) | 3,362 | 163 | 4.8% | 5 |
| blu / social | 486 | 49 | 10.1% | 13 |
| blu / paid_social | 421 | 35 | 8.3% | 13 |
GA4 property 484357026. Atlas is informative because blu/display and google/cpc arrived at nearly identical session volumes — a near-controlled comparison.
| Source / medium | Sessions | Engaged | Engagement rate | Key events |
|---|---|---|---|---|
| direct / (none) | 3,303 | 2,102 | 63.6% | 3,098 |
| google / cpc | 2,502 | 1,676 | 67.0% | 2,025 |
| google / organic | 1,734 | 1,242 | 71.6% | 1,868 |
| gro_marketing / facebook | 937 | 326 | 34.8% | 310 |
| blu / display (Reflex Blu) | 2,497 | 25 | 1.0% | 1 |
| blu / paid_social | 137 | 37 | 27.0% | 8 |
| blu / social | 72 | 13 | 18.1% | 3 |
| zillow / cpc | 92 | 74 | 80.4% | 97 |
Of visitors each channel delivers, how many produce a tracked key event. From the previous slide.
Each property vs its own 82-day baseline (Oct 19 – Jan 8). Sessions rose; per-session quality softened.
| Property / period | Sessions | Users | Avg duration | Bounce rate | Key events |
|---|---|---|---|---|---|
| Current · baseline | 6,847 | 4,434 | 233s | 40.7% | 4,885 |
| Current · flight | 18,985 | 12,590 | 171s | 60.7% | 9,892 |
| Atlas · baseline | 12,410 | 7,806 | 177s | 37.6% | 7,261 |
| Atlas · flight | 13,874 | 9,883 | 156s | 50.4% | 9,697 |
Sources: GA4 properties 484378882 (Current on Center) and 484357026 (Atlas). Run-report API, Apr 14, 2026.
Reflex Blu's explanation: DSPs validate click-through URLs from datacenter IPs, creating short "sessions" that aren't real users. Testing it by filtering GA4 to each property's local metro.
| Channel · property | Sessions | In-market | In-market % | In-market key events |
|---|---|---|---|---|
| google / cpc · Current | 2,880 | 998 | 34.7% | 968 |
| google / cpc · Atlas | 2,895 | 599 | 20.7% | 537 |
| gro_marketing / fb · Atlas | 944 | 487 | 51.6% | 202 |
| gro_marketing / fb · Current | 5,150 | 2,283 | 44.3% | 260 |
| direct · Current | 3,075 | 483 | 15.7% | 584 |
| direct · Atlas | 3,651 | 390 | 10.7% | 512 |
| blu / display · Current | 3,326 | 385 | 11.6% | 1 |
| blu / display · Atlas | 2,494 | 18 | 0.7% | 0 |
In-market = GA4 city field inside the local metro (NW Arkansas / Auburn–Opelika) with matching state. IP-derived and imperfect; for student housing it errs toward under-counting legitimate remote prospects, which makes this a conservative test.
The deck's conversion figures and GA4's figures describe different things. Both are legitimate with different error modes.
Back-matched from Trinitas's leasing system against Reflex Blu's audience lists. Useful but depends on PII matching and has no control group.
RFID geofence pings for device IDs in the audience who appeared near the leasing office. A proximity signal — captures incidental pedestrians alongside walk-ins.
Reflex Blu's "Next Steps" slide lists pixel installation as a future task. Until then the DSP can optimize toward clicks but not toward on-site behavior.
Because blu/* is tagged on every ad URL, GA4 reports exactly what those clicks do after they arrive. This is what §§ 06–07 show.
Three things appear to be happening at once on the blu/display line. None require bad intent; together they explain the gap.
Pre-bid URL checks and ad-verification scanners hit landing pages from datacenter IPs that don't resolve to Auburn or Fayetteville. The geo filter confirms this: blu/display has the lowest in-market share of any channel. It explains a slice of the short-session volume — the part Reflex Blu described.
The exchange file's top publishers are Wordscapes, Happy Color, Woodoku, Solitaire, Scrabble GO. Interstitial formats produce elevated CTR from close-button fat-fingers. The resulting sessions bounce in under two seconds. In GA4 they look identical to Factor A and make up a larger share of the volume.
Without a conversion pixel on the Trinitas sites, the DSP has no on-site signal to learn from. Its only feedback loop is CTR, so it concentrates spend on whatever inventory produces the cheapest clicks — which is the inventory in Factor B.
Current in-market blu/display: 385 sessions, 1 key event. Atlas in-market: 18 sessions, 0 key events. If Factor A were the main story, filtering would recover meaningful engagement on the remaining slice. It does not — because Factors B and C affect in-market taps equally.
The deck and GA4 are both telling the truth about different events. It's the predictable output of a media setup without on-site measurement running against uncurated inventory.
Four actions. 1 and 2 are no-regret regardless of how the rest of this lands.
Meta Pixel and GA4 conversion events. Until this is done, every media partner — Reflex Blu included — is flying partially blind. One-day task.
The deck doesn't include dollars. Cost per key event (their invoices combined with the GA4 figures in §§ 06–07) is the number that makes the display-line decision obvious either way.
Specifically: app-category exclusions for casual games, interstitial-format exclusions, and a reviewed publisher allowlist. A typical multifamily programmatic buy runs on a much shorter list than 7,437 placements.
Pause Reflex Blu display on one property for 30 days while keeping it on the other. Compare key events on each. This is the only clean way to test whether the display line contributes incrementally.
Every figure in this deck traces to a file or an API call that can be rerun.
| Source | Scope | Content |
|---|---|---|
| Trinitas Campaign Review 03312026.pdf | Reflex Blu self-report, 8 line items, 1/9 – 3/31/26 | impressions, clicks, CTR, reach, frequency |
| Atlas Exchange Report 012826–032526.xlsx | Placement-level data for Atlas display | 51,028 rows · 7,437 unique placements |
| GA4 Data API · property 484378882 | Current on Center · flight + baseline | sessions, users, engagement, key events, source/medium, geo |
| GA4 Data API · property 484357026 | Atlas at Richland Rd · flight + baseline | sessions, users, engagement, key events, source/medium, geo |
| WordStream Facebook Benchmarks 2024 | Real-estate vertical link-click CTR | industry avg ~0.99% |
| Basis / Centro / Databox display benchmarks | Programmatic display CTR | industry avg 0.08 – 0.10% |
Prepared by Leasebox for Trinitas Ventures leadership. Questions, methodology requests, or re-runs of any table — reach out directly. All GA4 queries are rerunnable on file.
April 14, 2026 · Confidential