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Dec 20, 2013 4:27:33 PM
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.