Understanding Direct vs. Indirect Dealership Website Referrals, from DealerADvantage.
Making sense your dealership’s website referrals can be a complicated process. But at a basic level, it’s easy to divide referrals into two simple categories: direct and indirect. Knowing the difference will not only help your dealership understand web analytics reports, but also help assess the context and effectiveness of your store’s digital marketing strategy.
As a refresher, here’s the quick definition:
A direct referral is when a shopper clicks a link on a website or online platform a dealership advertises on (e.g., Cars.com, Google, Facebook, etc.), and then transfers directly to the dealership’s website.
An indirect referral or “view-through” is when a shopper is exposed to dealership advertising on a website or online platform (e.g., Cars.com, Google, Facebook, etc.), and then visits the dealership’s website without clicking a direct link. This often occurs when a shopper opens a new tab or browser window, and then types in the dealership’s name or URL.