Topic: Attribution

One Voice Report: Lead attribution still a headache for car dealers

Posted by Sarah Pekala on February 26, 2020

For those retailers digitally managing leads and tracking attribution, there’s a broad spread of options being employed. Believe it or not, more than a quarter of used car dealers are still using paper-based systems to manage leads. Built around a survey of more than 700 independent and franchised used car dealers and our annual Dealer Council meeting, the second-annual CarGurus One Voice Report examines the lead management challenge and how dealers are coping.

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Topics: Attribution, digital marketing, industry insights, trends

CarGurus’ One Voice Report reveals UK car dealers are optimistic about 2020

Posted by Sarah Pekala on February 25, 2020

It was nearly impossible to have a conversation about the future of any industry in the UK in 2019 without mentioning Brexit. Despite that big, unknown headwind, UK car dealers are optimistic about 2020.

Built around a survey of more than 700 independent and franchised used car dealers and our annual Dealer Council meeting, the second-annual CarGurus One Voice Report examines the topics set to be key to car retailer performance in 2020.

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Topics: Attribution, dealer insights, industry insights, used car sales

Digital marketing attribution for beginners: Part 2

Posted by CarGurus Admin on December 13, 2019

Our previous blog covered the basics of attribution: what it is, the key terminology, and how it has developed as a barometer for digital marketing. However, it represents such a fundamental part of a dealership’s analysis of its online spend that it pays to examine the follow-up process—i.e. how to use the information you’ve gained to tweak your spending and generate the best return on investment.

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Topics: Attribution, digital marketing, marketing tips

Digital marketing attribution for beginners: Part 1

Posted by CarGurus Admin on December 11, 2019

For anyone unfamiliar with the term, marketing attribution modelling is a measure of the tangible impact a piece of publicity or communication has on your company’s bottom line. Very simply, if you’ve paid for something like an advertisement, attribution will tell you the monetary value of that particular initiative.

Put like that, it sounds simple. There are plenty of metrics for keeping tabs on whether or not various forms of publicity are earning their keep, but digital marketing is now so extensive that its best asset—trackability—can be extraordinarily tricky to keep up with. That’s where digital marketing attribution comes in: an easily observable lowdown of what does and doesn’t influence your customers’ decisions.

As with most digital initiatives, attribution models have developed rapidly, becoming more granular and providing superior insight over time, so even dealers well-versed in the technology may want to refresh their understanding. Read on to find out the difference between the now old-fashioned and the latest versions, and what each will do for your business.

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Topics: Attribution, best practices, digital marketing, paid search

Updates to the Removed Listing Activity tab make attribution easier for dealers

Posted by Meg Bernazzani on January 7, 2019

At CarGurus, we’re working hard to give our dealers better tools to solve the challenge of attribution. We recently launched an update to our Dealer Dashboard that should make it easier for dealers to see which CarGurus leads bought a vehicle.

Lead details added to Removed Listing Activity section

The Removed Listing Activity section isn’t so much new as it is improved. This section lets dealers see their recently sold/removed listings, along with a breakdown of all the CarGurus leads and connections for those vehicles. What’s new is that we’ve added the details of those leads so it’s easier for dealers to tie a specific lead to the sale of a particular vehicle.

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Topics: Attribution, dealer dashboard, product updates

Using Google Analytics to drive more effective sales

Posted by Meg Bernazzani on May 8, 2018

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.

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Topics: Attribution, data, Google Analytics

Using data to refine your online ad strategy and target buyers more effectively

Posted by Meg Bernazzani on May 1, 2018

Data is a window into buyer behaviour—use it to refine ads and drive sales

As a dealer, you should go beyond high-level metrics like Click Through Rate (CTR) to create a more rounded view of the path buyers travel to your website and the actions they take when they get there. As we discovered in our article on measuring data, the key data you need is surprisingly easy to find and analyse. In this piece, we’ll learn more about the valuable insights this data provides and how you can use it to attract more serious, sales-ready buyers.

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Topics: analytics, Attribution, data