String's Automotive Marketing Blog

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