Using Data to Measure Dealership Marketing Performance

Dealer Marketers test and use various marketing platforms to create campaigns that drive sales. However, without proper in-house marketing analytics, it can be extremely difficult and time-consuming to truly understand the dealership’s true Return on Marketing Investment.

The majority of dealerships partner with various agencies to manage their campaigns across Facebook, Google, 3rd party listing sites (such as AutoTrader and Cars.com) along with various inventory marketing platforms. However, without proper marketing campaign analytics and tracking in place, it is impossible to determine the Return on Marketing Investment. Dealers Marketers primarily rely on Google Analytics and vendor reporting which isn’t ideal for the following reasons:

        1) Google Analytics is designed for page analytics and doesn’t understand vehicle inventory. This means that unless Dealer Marketers track each Vehicle Details Page in Google Analytics, it is tough to determine which campaigns contributed to the sale of a particular vehicle.

        2) Vendor reporting is designed to highlight specific value propositions that can leave key performance metrics out of the calculation

In order to be successful in Automotive Marketing and increase dealership sales, Dealer Marketers need to track the performance of all of their marketing campaigns in-house. Using VIN IQ’s Free Marketing Analytics tool, Dealer Marketers can calculate their Return on Marketing Investment across all of their campaigns and vendors to determine the best value. By leveraging the data in VIN IQ’s reporting, Dealer Marketers can increase sales turn performance by making strategic pivots.

Check out VIN IQ's 60-day trial to calculate your dealership's Return On Ad Spend based on campaign and vendor performance.