Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

ZMOT Secrets Revealed With Google Conversion Funnels

By Brian Pasch on Nov 21, 2011

Google has made a major upgrade to the Google Analytics Interface and I will be writing a number of articles highlighting some of the most powerful features that can be leveraged by car dealers.

If you have not taken time to work through then new interface and reports, I strongly suggest that you invest some time this month.  Dealers need to make a new commment to running their Internet business using data and new reporting tools.

For this article, you will need to expand the "Conversions" menu on Google Analytics navigation bar to see the features regarding Multi Channel Funnels. (shown on right)

Multi Channel Funnels


Multi-Channel Sales Funnels is a feature that visually displays your TOP CONVERSION PATHS, which is one of the most important discussions you need to have in regards to your primary website.

I wrote about Multi Channel Funnels this earlier in the year, but the new interface finally makes it easier to use and report on this feature for the average user.

Google will show you a snapshot of shopping behavior that leads up to a lead being submitted which they call "Assisted Conversion". This falls right into my recent discussions on knowing which sites influence consumers during the Zero Moment of Truth.

See the description Google provides below:

Multi Channel Funnels for Car Dealers in Analytics

 

You need to setup a conversion "goal" in analytics to have the report accurately reflect what you consider a conversion. You can setup a conversion goal for new car leads, used car leads, service leads, parts leads IF your website provider has the ability to differentiate form submissions by page source.

Of course, a conversion does not have to just be a lead, it could be having a video watched or a coupon being downloaded, so you can get very creative.

Sales Channel Groups

Channel Groupings


Google has setup some Basic Channel Groupings for users of Google Analytics which can be customized for the Automotive business.  I clicked on "Channel Groupings" from the menu under Multi-Channel Funnels, and used the "Copy Basic Channel Grouping Template" to create a customized automotive rules.

I called this Channel Grouping "Automotive Sales Channels".  Once the group was created, I started to create sales channel rules that apply to car dealers.

For example, you can add a new rule called "3rd Party Classifieds" to track consumer activity on Autotrader.com, Cars.com, EveryCarLiosted.com, GetAuto.com and Craigslist.org.

The purpose of these channels is to see how consumers behavior during the Zero Moment of Truth before they submit a lead.  This will give dealers INSIGHTS into which websites consumers visited prior to visiting your website, as well as the PATTERN of their behavior.

The data will document how some consumers move back and forth between ZMOT influences and your website a number a times before submitting a lead.

 

Setting Up Sales Channel for Car Dealers in Google Analytics

Creating a Custom Rule


To Create a Custom Rule, you can copy what Google has already setup for other websites.  For example, when you look at the rules in the Social Network Channel, you can see that one of the dozens of websites listed in the channel rule is Facebook.

You can copy the syntax of what Google calls a "Matching Regular Expression" for any website.

So I created a number of entries for popular third party classified websites, and of course the list is bigger, so go at it!

Custom Automotive Google Analytics Rules and Groups

This rule will allow be to see the "paths" that consumers took prior to submitting a lead or just visiting my website.  This is the start of adding CLARITY to dealers who are tired of not knowing which websites are INFLUENCING consumers during the Zero Moment of Truth. (ZMOT).

Seeing The Assisted Conversion Path


Once this is setup, you can start to see consumer behavior as it relates to your website traffic, as shown below:

 

Assisted Automotive Website Conversions

Of course, you can really create as many channels and rules that you want to better document your digital marketing strategy.  So if you want to break out your "microsites" from organic traffic, you can easily do that by creating a rule called "Microsites".

Better Visibility into Automotive ZMOT


The takeaway from this post is that for the first time Google is making it EASIER to see which investments in the Zero Moment of Truth are contributing to conversions.

Now, that is exactly what car dealers have been asking for; which online investments are helping to driving traffic and sales via my website.  This upgrade along with data tools from Dataium, which I previously wrote about, will be dramatically impacting advertyising investments and BDC strategies in the years to come.

Dealers can start using the new features in Google Analytics to create effective digital marketing investments driven by data and not a gut reaction or a smooth sales professional.

 

Brian

Brian Pasch CEO of PCG  

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

You must be logged in to comment

Login Create an account

Add your comments:

   

Brian Pasch's Recent Posts

Related Posts

  • Are Service Customers Defecting Due to Trust and Price Transparency?

    A recently released white paper based on a collaborative study between Cars.com and GFK, reported that consumers are leaving dealership service in favor of independents due to a lack of trust and price transparency. The lack of price transparency in parts and service are cited as key reasons that consumer perception leans towards independent automotive service providers. According to the white paper study, these can be overcome through better digital marketing. The white paper suggests that dealers should put a greater focus on increasing the digital presence of their parts and service departments and also promote their superior technicians and parts and labor warranties. I have no doubt that dealerships should increase their fixed ops digital marketing to counteract the traction independent and major chains have achieved in their marketing efforts as the study suggests. However, the recent 2014 J.D. Power U.S. Customer Service Index Study that I wrote about last week, reported that...Read post

  • Marketing to Millennials: The Data

    Here’s how it goes down: Millennials will just look up your business on their phone and read the reviews. A 2013 Dimensional Research Survey found that 90% of consumers are influenced by seeing positive online testimonials, while 86% were influenced by negative ones. Read post

  • Mobile Apps Continue to Dominate the Mobile Web

    As a whole, the adoption of mobile devices continues at a staggering pace. The average consumer is now spending 18.9 hours per week on a mobile device. As apps have gained traction, brands have already established new priorities for how their mobile marketing strategy is structured. Mobile web, mobile paid search, mobile retargeting, paid app installs, mobile social marketing, and mobile messaging now function as gateways to an app install. More and more brands are utilizing these advertising channels to encourage an app install. This is not a minor advertising push. Brands are using strong tactics to promote app installs. The goal of these marketing efforts? Be present on the consumer’s mobile device. Being present on the smartphone now means apps. Read post

  • Is Facebook set to launch a Mobile Ad Network?

    If the rumors prove true, this would mean that the social networking company with over a billion users is going to leverage, as only they are able, their large collection of user data. Facebook users, by interacting on its platform, actually keep the company updated to some extent on changes regarding what they like and may purchase. That kind of insight is very appealing from a marketing perspective.Read post

  • Is a PPC Service Really Worth 20%? The Math Doesn't Add Up.

    I really don't know who I'm going to offend on this one. We've been researching so many vendors over the last couple of months that work with chat, lead-gen widgets, and website platforms themselves that we haven't taken the time to explore PPC vendors. Maybe that's why I was blindsided to find out that there are at least two vendors out there charging 20% and one that we found who is charging 25%. Is it me or is this insane? We'll put aside the 25% vendor for now. I'm hopeful that it's some sort of accounting mistake or something. Focusing on the 20% charge, it really bugs me that this may be more common than I ever knew. I've always hung around the organic side of search, so PPC hasn't been a focus. With that said, I've managed dozens of PPC campaigns over the years and I could never imagine charging anything other than a flat fee. To me (and again, I might be on the wrong side of this argument and would be very open to some education on this one), if a dealership is spending $10...Read post

  • Apple’s Recent Announcement Of CarPlay Means Big Changes For Drivers

    Apple’s recent announcement of CarPlay which will integrate the iPhone, Apple maps and Siri into the car dashboard, is a move meant to compete directly with Google’s Open Automotive Alliance (OAA), and Microsoft’s Sync platform. This means big changes are in store for how shoppers driving, commuting and traveling by car will find and learn about your business. The fast moving map space plus local-search is attractive areas for innovation for software developers. One of the more interesting innovators taking advantage of the mobile trend is YILLIO which takes maps and local search to the next step by offering a patented ‘route-based’ search. Launched in January, users using YILLIO are able to search for businesses, information and value along their entire route, may it be 10 miles ahead or 150 miles ahead. See our article: Don’t Just Go…… YiLLiO! What’s cool for your biz is it aims to give users the right information; at the right time, by looking at signals such as...Read post

  • If They Can't Find It, They Won't Buy It

    When most car shoppers arrive on your dealership’s website, the first place they are likely to go is straight to your inventory pages. However, after they get there, do they really have access to the most helpful navigation tools?   Let’s play a game of "What’s Wrong With This Picture." Below is a screenshot from a dealership’s website:                         I typed in a simple search for a feature I REALLY WANTED in my next truck - a 4x4 drivetrain. What was the first result? A 2014 Tacoma PreRunner with a 4x2 drivetrain. For a car shopper, this search bar isn’t being helpful to the online shopping experience, because it can’t properly filter for the correct feature. Also, the first search result has a stock image. Stock images are a turn off for car shoppers. They want to see the actual vehicle before they come into the showroom. Real photos make your inventory more enticing and interesting to look through, so you should be updating your s...Read post

  • Gorgeous Photos versus Real Photos on Social Media Ads

    Science rules in digital marketing. Social media is a place of vanity. Those of us who use social media often get to see flattering images of just about everything - people, places, food, cars, whatever. Have you ever seen a picture of a friend posted as their new profile picture and thought, "Wow, that's a good picture of them." One might believe that the same holds true for automotive ads. On websites, it has been widely accepted that real pictures of inventory work better than stock photos, but on social media we have access to the gorgeous pictures that are supplied by the OEMs. Will pretty advertising pictures outperform pictures of live inventory on ads that are sending traffic to the vehicle details pages and search results pages? We have done a ton of A/B testing over the past few months and we have pretty compelling data, but I want to get the opinion of the community here before posting those results. What do you think? Here are some of the criteria for a test we ran for ...Read post