Most every dealer in the nation has asked themselves the same question. In fact, this is one of the most controversial issues the automotive industry has faced for years. Dealers have struggled to find the answer as to the true return on third party leads with their marketing budget. There is good news. Using Google Analytics and its digital attribution tools, as well as advanced ROI calculations, you can find the answer for your dealership.
Do third party lead providers bring additional traffic to your website – beyond the “last click”? You have often heard that car shoppers are on third party lead websites several steps back in their research process before they visit your website. By setting up the correct goals in multi-channel funnels in Google Analytics, and using digital attribution, Google Analytics will allow you to see that traffic, as well as give you a monetary value for those visits.
Do you agree with the statement that “more leads are better”? Dealers make a common mistake in following this approach with their marketing spend, and often lose money in the process. Your traditional ROI should take account of the cost of labor for working leads that do NOT sell, as well as include the additional value that third party leads bring with digital attribution to your website. The ROI returns you find with these modified calculations might lead you to change your marketing spend significantly.
How do you do it? Join me at the 17th Digital Dealer Conference & Exposition in Las Vegas where I will show you how to setup your Google Analytics account to find the answers you are looking for. The first step will be identifying the correct goals you should be using in analytics, and then step by step instructions will be shown on how to set these up in your Analytics.
Advanced ROI calculation tactics will be shared that will allow you to get the most accurate picture of the return you get for your third party leads, as well as your other digital marketing solutions.
Actual data and results will be shared – and even more important, insight on how to interpret the data will be taught so that you can see how third party leads contribute to your digital marketing efforts. By setting up your Google Analytics correctly, and applying the tactics taught in this session, you will lean whether your dealership needs third party leads.
In today’s highly competitive market, dealers must ensure they have the optimal digital marketing mix to achieve the highest return for their marketing dollar. Learn whether you need third party leads and much more on Tuesday, September 23rd, at 11 am, at the 17th Digital Dealer Conference & Exposition in Las Vegas. I look forward to seeing you there.
Kevin Frye is the eCommerce Director of the Jeff Wyler Automotive Family, one of the top 50 dealership groups in the United States. He has been a leader in the industry with the use of video & video SEO, social media, mobile, website design, managing your online reputation, and Google Analytics. Before his work with Jeff Wyler, Kevin was an independent business owner who pioneered selling cars online for both dealerships and individual consumers, selling over 500 cars on eBay in one year alone.
Kevin was a Naval Aviator for 8 years, with extensive flight hours in Desert Shield and Operation Southern Watch, as well as over 200 combat hours in Desert Storm. He has used the leadership skills he learned in the Navy to keep the Jeff Wyler Automotive Family at the front edge of automotive eCommerce.