String's Automotive Marketing Blog

Getting GA Goals Right: Google Analytics for Websites

Posted by Matthew Kolodziej

Nov 7, 2013 3:51:00 PM

Welcome to our second installment of Getting GA Goals Right.  In this post, we'll show you how to configure goals in Google Analytics to track email lead form submissions and more on your website.

If you're a customer tired of staring at an empty Conversions tab within Google Analytics (GA), you're five minutes away from having beautiful, compelling conversion and ROI data in your GA reports.

Configuring Form Submission Goals

Tracking email lead form conversions is your best bet to start with, and it's relatively easy to set up. To get to the goal configuration menu, click on the Admin tab at the top-right of the Google Analytics navbar and look for the Goals link on the right side of the page:

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Topics: auto dealer analytics, google analytics, conversions, automotive marketing,

Getting GA Goals Right: Google Analytics for Cobalt Dealer Websites

Posted by Matthew Kolodziej

Nov 5, 2013 4:18:53 PM

Welcome to our new blog seres, Getting GA Goals right.  Over the next few posts, we'll provide step-by-step instructions for configuring goals in Google Analytics to measure the effectiveness of traffic to your car dealership websites. These steps can vary slightly depending on your web vendor. In this first installment, we'll be addressing Cobalt.

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Topics: auto dealer analytics

Money Talks: Tracking ROI for Car Dealers with Google Analytics

Posted by Matthew Kolodziej

Oct 20, 2013 11:58:00 PM


Google Analytics clarifies your attribution and ROI picture – but not without a little legwork. Learn how car dealers can leverage GA to see the direct impact of digital channels on their bottom line.


The lure of Google Analytics is that it promises to answer a question as old as the web: what’s the return on my digital investment? 

While getting a perfect answer remains elusive, GA casts light into the black box that is digital marketing and brings you a more complete ROI picture. There is a catch, however: it takes commitment on the part of you and your vendors.

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Topics: auto dealer analytics, google analytics

The Future of Automotive SEO is (not provided)

Posted by Matthew Kolodziej

Oct 4, 2013 3:15:00 PM

Organic keyword data from Google is slated to disappear permanently. Smart car dealers who embrace this change and focus instead on creating killer content have everything to gain.

Anyone who spends a signifcant amount of time in Google Analytics or website vendor dashboards has experienced a slowly creeping scourge over recent months: (not provided) keyword data. After its recent announcement that it will no longer be providing information on specific keywords, the Big G has businesses who rely heavily on search marketing in a tizzy.

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Topics: auto dealer analytics, google analytics, automotive seo

How to Stop Bots from Polluting Your Google Analytics Data on Cobalt

Posted by Matthew Kolodziej

Sep 17, 2013 2:35:00 PM

Car dealers with Cobalt sites across the country are seeing massive traffic spikes in Google Analytics reports over the past few months, and the culprit is a bot arriving courtesy of Microsoft. Learn to block the bot from your Google Analytics reports by setting up a filter in a few easy steps.

Cobalt is currently sending out instructions on creating an advanced segment to dealers who have inquired about the traffic, and Brian Pasch posted similar advice on Digital Dealer. While this is a great way to segment out the traffic from your existing data, String recommends going one step further by setting a filter to prevent the bot from ever being recorded in your GA again. 

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Topics: auto dealer analytics, google analytics, automotive seo

Introducing the String Dealer Positioning System

Posted by Ken Kolodziej

Sep 2, 2013 11:31:00 PM

Today is a big day here at String Automotive.  Today, we launch the String Dealer Positioning System, -- or DPS -- a new solution that helps dealers leverage their data to attract, convert and retain more car buyers. As the product has taken shape over the past weeks and months, our team has gotten more and more excited to get the DPS in the wild and in the hands of dealers.  As one of our employees put it: “It’s like we got someone the best birthday present ever, and we can’t give it to them yet.” 

String Dealer Positioning System resized 600

The DPS is the culmination of more than eight years of working with auto dealers as a marketing services vendor.  We launched the company in 2005 because we felt there was a better way to help car dealers develop web sites that would set them apart from the competition; over time, we’ve added SEO, SEM, inventory management and customer reputation management to our repertoire.  But one thing has remained constant throughout our evolution and a changing car industry: A lack of transparency at the dealer level when it comes to data.

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Topics: auto dealer analytics, google analytics, dealer positioning system

Advanced Attribution: Track the Car Buyer Customer Journey

Posted by Matthew Kolodziej

Jun 28, 2013 5:00:00 AM

Your customers don't rush to buy a car, so why rush to attribute leads to a single source? With Google Analytics' new Model Comparison Tool, you can easily pick between a number of attribution models that give credit to all sources involved in generating your web leads.  You'll be able to give credit to marketing activities that serve as "assists" as well as those that score the actual sale.

It's been almost two years since Google Analytics introduced Multi-Channel Funnels into it's reporting, but the past two weeks have delivered two of the biggest and most important changes to this feature since its launch.

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Topics: auto dealer analytics, google analytics, car buyer customer journey, conversions

Measure What Matters: The Report Auto Dealers Can't Live Without

Posted by Matt Kolodziej

May 23, 2013 1:51:00 PM

Welcome to our third installment on analytics for auto dealers!  We've been taking a look at easy ways to leverage Google Analytics to get a better sense of how buyers are finding your dealership and moving through their journey on the way to becoming your customers.

At Digital Dealer, Avinash Kaushik, Google's Digital Marketing Evangelist, suggested that dealers take a comprehensive look at conversion events and break them down by channel. While it's not as sophisticated as the heatmap visualization he presented at this conference, we've taken the liberty of creating a custom report for GA that will provide you with a snapshot of your goals and which channels are delivering them.

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Topics: auto dealer analytics, google analytics, digital dealer, car buyers, conversions

Measure What Matters: Are You Tracking the Right Stats?

Posted by Matt Kolodziej

May 16, 2013 2:33:00 PM

Welcome to our second installment on analytics for auto dealers!  We’re back with more tips and tricks on how to use successfully use Google Analytics to measure your marketing effectiveness. As we discussed in yesterday’s installment on goal tracking, the key is to stop focusing on irrelevant statistics when you're looking at the funnel as a whole.

Don't bother with visits and pageviews. If you want an accurate look at how you're filling the funnel and which sources are contributing most to conversions and sales, put engagement aside and concentrate instead on unique visitors and new visitors. If a vendor is tying success to time on site, bounce rate, and pages per visit, then they're not looking at the right metrics. A longer time on site and higher pages per visit may simply mean that users are confused and spending longer looking for what they want. 

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Topics: auto dealer analytics, google analytics, digital dealer, web stats, car buyer customer journey

Measure What Matters: Google Analytics for Auto Dealers

Posted by Matt Kolodziej

May 15, 2013 4:30:00 PM

You have Google Analytics implemented on your sites. You know that data grows more important to your dealership every year. You may have even heard Google's Avinash Kaushik railing against traditional web stats at last week’s Digital Dealer conference in Orlando. But you're not sure how to measure what matters.

The good news is that you're not alone. Everyone outside of Amazon and Netflix is playing catch-up. But whether you're selling streaming video or sports cars, the only data that really matters are numbers that impact the bottom line. And if you're not paying attention to those and doing what you can to sell more cars and push the needle upwards, you won't last long.

To help you make sure you’re using Google Analytics to full effect, we put together some handy tips to set yourself up for success.  We’ll be rolling out some best GA practices over the next few days, so stay tuned for the rest of our Auto Dealer Analytics series!

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Topics: auto dealer analytics, google analytics, digital dealer