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

  • Dealers Shouldn’t Abandon Third-Party Sites Just Yet

    If you've been following the trends for the last year in the automotive industry, you’ll note that there are some dealers that are pushing all of their advertising dollars towards driving traffic to their websites. It’s a strategy that was made popular when a large dealer group declared that they were going to focus on generating their own leads and wrote an interesting piece about why they were doing it. Unfortunately, the strategy that they’re adopting has been misunderstood by many. The idea is that they wouldn't be buying leads from other sites anymore. They never declared that their inventory wouldn't be available on other sites. It’s a concept that makes sense – generate your own leads, whether they’re coming from third-party sites or the dealership’s website. In an article titled, Why Car Dealers Should Adopt a Modern Digital Merchandising Strategy, we went into detail about why many consumers prefer to shop on third-party sites rather than on a dealership’s ...Read post

  • Why Customers Leave Without Buying A Car And What To Do About It

    What's the most creative reason you've heard from a customer who is leaving your dealership lot without purchasing? Sure there are the typical, "have to check with my spouse," and "have to pick up my kids at their soccer game." Then there are the more atypical reasons: "I have a dentist appointment," or "My mother-in-law's in town." If it's one of the latter, warning bells should be ringing. Who would rather go to a dentist appointment or visit with their mother-in-law than buy a car?   According to AutoLoop Engage's call center statistics, only three percent of customers who leave without purchasing give the salesperson the real reason. Our agents have connected and engaged with thousands of unsold customers and here is why they're really leaving, according to our data:   55 percent leave because of payments/price/trade-in issues 26 percent leave because of inventory issues; your dealership didn't have the exact color or model they wanted 16 percent left because they had a bad...Read post

  • How to Find Out What Women Want and Reach The Modern Female Car Buyer

    A woman’s vehicle path to purchase needs may be prioritized differently than a man’s, and in order to sell to women, stores can benefit by understanding and caring about what women want when it comes to cars. They should ask Mel Gibson (about what women want…)Read post

    By Cobalt on October 23, 2014

  • Brand and Dealer Loyalty – a Fine Balance?

    Think about the last time you visited a business such as McDonald’s, Target, or a 7-11.  Now, think about the store itself – did you select the store because of convenience, or because you were dedicated to a specific location?  Sometimes the answer is both, but more often than not, like most consumers, you are making the choice based on convenience.  Either way, your decision was likely based on the brand or company name and not the individual business or the people that work behind its doors.Will a customer repeatedly choose your dealership for sales, service or your collision center because of who you are and the people on your team? Does your dealership name stand out in the minds of consumers? Or will they choose your location because of the brand you offer and the service they have previously received at a different dealership of the same brand?At your dealership, do you consider your regular customers brand loyal? Or do you consider them loyal to your dealership? If you...Read post

  • Your Message Must Match the Marketing Venue

    Let's call it what it is. This is a post about active digital marketing versus passive digital marketing. It's one that covers two of the types of marketing disciplines that are near and dear to my heart, but more importantly it lays the groundwork for an understanding of the various marketing styles and how we should classify them. First and foremost, let's get an understanding of what the difference is between active and passive digital marketing. In our industry, the word "passive" is often shunned, but in this particular case it's not bad at all. Passive marketing lets the customer make the first move. Search marketing is an example of passive marketing because you must wait for them to engage with the search engines to find a car before the marketing kicks in. Active marketing goes out to them - you make the first move. Email marketing is an example of active marketing because you're initiating the action. On our website, we compared it to stand hunting vs still hunting. With ...Read post

  • Conquesting 2.0: Attract Cross-Shoppers With Search Remarketing to Capture More Sales

    Once a qualified buyer browses your website and leaves to check out your competition, what tactics do you have in place to bring her back to choose your model? My most successful dealers have addressed this opportunity by combining two tactics that have been proven to drive increases in return website visits by cross-shoppers using mobile devices and PCs. Put simply, we’re running search ads in a new way that’s actually getting a response to help our dealers meet their sales goals consistently. Read post

  • Mobile Click-to-Call vs. Tap-to-Text: Controversial or Complementary?

    A July 2014 Automotive News article sang the praises of phone calls over email and form leads, citing faster responses and ease of use via mobile. What it didn't point out, though, is that text-based, one-to-one messaging is worthy of a verse or two as well.Read post

  • Do Your Salespeople Spend Too Much Time Managing Software...Instead of Selling?

    The fact is, lead generation is an expensive business and having the right tools to manage this investment and deliver the most qualified leads to your dealership is paramount to your success. When it comes to mining your database and working your in-market customers, you have two choices: use your internal team to run and manage all aspects of it (self-service) or outsource many of the functions to a service provider who does most of the heavy lifting (full service).  Self-service options demand the installation of comprehensive software that requires training and hands-on daily interaction to be effective, while a full service provider will take over the day-to-day tasks (i.e., database management, developing marketing materials, mailings, e-mails, etc.) and, instead, deliver qualified leads to your sales force. Both approaches have their pros and cons. Full disclosure, I currently work for a full service provider, but I also spent eight years as VP of Sales and Marketing for a la...Read post