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

  • Leverage Social Advertising to End Summer with a Sizzle

    Believe it or not, the world of advertising is changing. NADA reports that during the last decade, there has been a 30% decrease in newspaper advertising and a 30% increase in internet adversiting.* Do you find some of the same trends in your advertising spend? If not, it may be time to reevaluate your advertising approach. The average American doesn’t consume media like they did before; they aren’t looking for mass-marketing advertisement, but rather a direct one-to-one approach. Like any advertising, you want your efforts to return the highest ROI and spend as little as possible for as much brand exposure as possible. Since Americans are spending more and more time on their social media networks, this could be the shift in internet advertising spend you’re missing out on. With social advertising, you’re able to reach more people than traditional radio or print, stay in front of your target audience through ad criteria, spend as little or as much as you deem appropriate – ...Read post

  • Location Matters in Your Advertising Choices

    Dealers often ask us whether they should be using this service or that product to get their message out to the masses about their dealership. Should we increase our PPC budget? Does direct mail still work? Is social media a waste? Is SEO dead? Do people still read newspapers? In the vast majority of cases, the answer is not about “how” they should be advertising. It’s more about “where” they should advertise in order to achieve the highest return on investment. They All Work… Somewhere Despite reports that have been circulating for a decade about the demise of newspaper advertising, our analysis has shown that it can still be effective in certain places. This is probably the starkest example of data trumping intuition and rumors in the world of automotive advertising. For example, the Boston market is one of the most tech-savvy in the country with a high preference towards digital advertising over traditional. This might be interpreted as a prime location for dealersh...Read post

  • Announcing Finalists for DSES Dealer Best Idea Contest

    This contest is a highlight for many attendees and you won't want to miss it this year. It's inspiring to watch 5 progress dealership executives compete head-to-head on forward thinking ideas they've implemented to sell more cars. We can't wait to see the results each finalists has produced for their store...the dealer panel will have a tough time deciding on a winner.Read post

  • Understanding the Data ‘Deep Dive’ that Drives Dealer Decisions

    Check your email. There’s probably a report or two that has hit your inbox since yesterday that was filed away in a “to do” folder of some sort. The digital age has given us access to so much data and so many reports from the vendors that help us advertise our dealerships that it can be a full-time job simply deciphering it all. It isn’t just the time allotted that causes challenges, either. Much of the data we’re given requires concentrated exploration in order to find those hidden gems that can guide a dealership’s marketing path. We know it’s important, but making sense of it all can be too time-consuming. The good news is that most dealers are in the same boat. They’re all getting too many reports that are too big, too confusing, or both. As easy as it is to file the reports away for “light reading” over the weekend, it’s important to perform regular deep dives into the data in order to make the most educated decisions about your advertising spend. Knowin...Read post

  • Data Breaches: Why Dealers Should Be Concerned

    Earlier this month, the New York Times reported that a crime ring in Russia has “amassed the largest known collection of Internet credentials, including 1.2 billion user name and password combinations and more than 500 million email addresses.” The newspaper quoted data security expert Alex Holden, founder of Hold Security, as warning that hackers “targeted any website they could get, ranging from Fortune 500 companies to very small websites.” In the last year, we have seen more data stolen from retailers than ever before. It seems as if every week we’re hearing of yet another company that might have compromised our personal data. While the Times reports that this crime ring seems to be using this data to simply hijack email and social media accounts, it does acknowledge that the sale of personal information, including Social Security numbers and other personal information, would be much more lucrative. Dealers may think that car dealers are less likely to be targeted by...Read post

  • Random Acts of Generosity Can Build Loyalty

    Finding a lost earring in the jewelry box, discovering the old autographed Tom Seaver baseball card when you clean out the attic, and learning that the shirt you are about to pay retail for is discounted, are all pleasant surprises.  How about walking into your bank and having the ATM talk with you and then give you a gift for being a customer?  Could that surprise highlight your day?  Such was the case during a special July day at four TD Canada Trust branches, according to this article.  Many customers received a $20 bill, but for some customers, the trip to the bank was much more rewarding. One lucky customer landed an opportunity to throw out the first pitch at a baseball game. And another got to take a trip out of the country to visit a sick family member. You shouldn’t need to go far to hear a “thank you” when you visit the bank, the grocery store or your favorite neighborhood restaurant.  But when was the last time you were thanked in an unexpected way?   Your de...Read post

  • How to Properly Promote Yelp in Your Dealership

    What is your dealership doing in store to drive traffic and attention to your Yelp listing? There are many ways to ensure your customers know that your dealership has an active presence on Yelp and to encourage them to share their feedback. Read post

    By Cobalt on August 20, 2014

  • Manufacturers’ Lists To Connect With Your Next Sale

    Using the information from a manufacturer’s list, a good automated marketing solution can create personalized campaigns for individual customers. You control what you want the solution to look for. Want to run targeted ads based on vehicle purchase date? Last maintenance appointment? Vehicle model? It is possible to create campaigns based on almost anything, and the marketing automation solution sorts out which messages would be most relevant to which customers.Read post