Topic: Google Analytics
Your data is your most important sales resource
Closing a sale at your dealership is led by knowing your buyer, from preferences to budget, and more. Having those same data points for online shoppers is key to driving leads to your dealership.
Getting to know a potential car buyer in your dealership is easy. Talking, asking, listening, advising—it’s the car salesperson’s mantra.
Getting to know your online shoppers, though, can be an entirely different proposition.
- You can’t really talk to them one-on-one
- You can only ask limited questions
- Listening and advising isn’t as dynamic as a face-to-face conversation in a dealership
This may appear to paint a bleak picture for online lead generation and conversion, but it overlooks a simple yet powerful tool that also happens to be free of charge: Google Analytics.
Most marketers will tell you that last-touch attribution—the most common way to measure marketing effectiveness—isn’t perfect. There are many steps along the customer journey, and shoppers can interact with your brand, content, and marketing materials dozens of times before making a purchase. But last touch gets used anyway, because it’s better than nothing and much easier to implement than more nuanced models.
In his post Inspect CarGurus Referral Traffic in GA, Brian Pasch at PCG Companies lays out the case for why a more comprehensive view of lead attribution is important, and uses CarGurus as his example.