The data behind online advertising offers dealers opportunities to optimise their campaigns and target likely buyers
If you’re spending money on online ad campaigns, you should properly measure not only the results, but also the wealth of available data behind those results.
Many car dealers measure digital ad performance using high level metrics like Click Through Rate (CTR), Cost Per Click (CPC), and lead volume. These metrics certainly tell a story, but don’t provide the full picture on their own. For example, not many of us click online ads, but that doesn’t mean they don’t contribute to awareness, interest, and, eventually, sales.
Simply put, deeper measurement leads to better online ads, tighter targeting, and more used car sales.