Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Are Your Business Goals Aligned With Your Data Reporting?

By Brian Pasch on Jan 19, 2012

For many dealers, Google Analytics is not yet one of the standard tools they review each month to provide business intelligence and accountability for their digital marketing strategy.  

I encourage dealers and marketing managers to learn more about Google Analytics in 2012.  There are three free webinars starting in February 2012 if you join the Automotive SEO Study

A majority of dealers who are looking at Google Analytics data are using the "base" level functionality and few have setup "Goals".  

Why Setup Goals?


Goals in Google Analytics coupled with Multi-Channel Sales Funnels can start to give you insight into the influences that brought local consumers to your website.

For example, a company comes in to sell you a product/service that claims will drive more qualified consumers to your inventory pages.  How do you measure that claim?  

Another vendor claims that by adding video to your website, consumer engagement will go up 250%.  How do you measure that?  

You decide to invest more in direct mail campaigns for Fixed Ops.  The vendor claims that online service appointments and visits to your "Service Specials" page will increase 150%.  How do you measure that?

Goals, when setup to match your marketing objectives, can be a simpel way to consolidate data for an executive reports each month.

What Goals Should We Setup?


There are four conditions that represent a goal in Google Analytics:

  1. A specific page is viewed
  2. A period of time on your website
  3. Pages are viewed per visit
  4. An event

For many dealers the first three will be utilized the most.  For example, according to automotive shopping research, when a consumer visits the "Hours & Directions" page on your website, it is a strong indicator that they will be coming in to purchase a car.

So, if we setup a "Goal" to see how many times a month people are visiting your "Hours & Directions" page, we can also see what outside influences brought consumers to this page.  You may also want to get goals for popular meny choices on your navigation bar which could include:

  • Used Car Inventory Page
  • New Car Inventory Page
  • Service Appointment Page
  • Specials Page

Defining a Goal


To define a goal based on a consumer landing on a page, follow these steps:

  1. Login to Google Analytics
  2. Click on your store, if you have multiple accounts
  3. Click on the "gear" symbol in the upper right hand side of Google Analytics.
  4. Click on the "Goals" tab on the page presented
  5. Click on "Add a Goal"
  6. Name Your Goal like "View Used Cars"
  7. Paste in the full URL of that page
  8. Save The Rule
 
This diagram can help you see how to fill-out the goal form:
 

 

 Setting Goals For Lead Submission

 

If your website provider displays a distinct "Thank You Page" after a consumer submits a lead, you can also setup a goal called "Lead Submission".  Just submit a lead, and when the thank you page appears, copy that URL and use it in a goal.

If your website provider is using a programming language like "Ajax" that changes the contents of just the form submission area with a thank you message, you will be challenged to setup a goal in Google Analytics for a lead submission.

Once Goals Are Set - Now What?

 

Once you have your goals setup, you can then setup your "influencer" rules with Multi-Channel Sales Funnels.  You can reference my previous blog post on Multi-Channel Sales Funnels for more details on how a car dealer can create custom rules that tract their marketing investments.

Wouldn't you want to see which marketing and social media investments are driving more consumers to view your inventory?

As we hold our employees accountable for their sales performance each month, so should you setup goals for your website and hold it accountable for performance.  Google Analytics is one tool to setup the parameters by which a dealer principal can measure performance.

I encourage dealers to request the executive dashboard reports from their vendors or consulting partners to help them better understand, inspect, and adjust their digital marketing strategy.  Google Analytics goals is one of those elements that should be reviewed.

If you are heading to DMSC prior to NADA, I will doing a workshop specifically on Google Analytics and how to use these free tools to gain better insights into the ROI of your digital marketing investments.  

The conference will also have members of the Google Automotive team that will shed some light into future opportunities to leverage Google products to create a stronger presence in the Zero Moment of Truth.  

DrivingSalesTV will also be covering DMSC and capturing some of the highlights to be shared on www.DrivingSalesTV.com.

Brian 

Brian Pasch CEO of PCG

 

Brian Pasch, CEO

PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences

Comments

My favorite conversion measurement is lead form submissions. Problem is many auto dealer website platforms do not generate url specific pages for a user to land on after submitting the form. This data can be huge as you can use it to determine referral traffic quality and the keywords that typically drive more conversions.

Jan 19, 2012

Comments 1 - 1 of 0

You must be logged in to comment

Login Create an account

Add your comments:

   

Brian Pasch's Recent Posts

Related Posts

  • Pinterest - It’s Not Just for Women

    If you asked a room full of women how many of them were on Pinterest, it wouldn’t be surprising to have most of them raise their hand.  They love the recipes, crafts and clothing ideas.  But there’s so much more to it.  What is Pinterest?  Think of it as an online cork board, where you have pinned photos of your favorite things.  When you are online doing research and you find something you like, you can pin it to a board and keep track of it.  A board is a way of organizing the things you’ve collected, something like placing it in a file cabinet.  And now all those favorite things are online, in one place.  How’s that for organization! Let’s say you’re planning a wedding.  You can create a “My Fabulous Day” board on Pinterest and pin your ideas that you find online.  You can also find inspiration from others on Pinterest and pin those ideas on your own boards as well.  Everything is organized and ready for planning. Pinterest launched in 2010 and has over...Read post

  • Dealer Currency Helps Grow Gross Revenue on Every Sale While Retaining Customers

    I recently had the pleasure to work with a very innovative dealer who implemented the concept of “dealer currency” in his dealership with great success. Dealer currency allows you to eliminate cash discounts on sales (in both Variable & Fixed Ops) by instead issuing a form of “dealer dollars,” redeemable anywhere in the dealership for the future purchase of parts, service, accessories, or towards a future vehicle purchase.  This creates a true “win-win.” It satisfies the customer -- as they feel they have received the value of the discount. And the dealer -- because it ties the customer to the dealership for future purchases, without having to give away any profit up front in the deal.   For example, instead of discounting a vehicle sale as follows: Selling Price $20,000 $40,000 $60,000 Purchase Discount $750 $1,500 $3,000 Adjusted Selling Price $19,250 ...Read post

  • DMEautomotive’s Driver Connect Selected As Finalist In 2015 American Business Awards(SM)

    Auto dealer-branded, consumer-facing mobile app is recognized for its exceptional value in the business-to-business product category: Driver Connect is increasing appointments, visit frequency and incremental revenue for auto dealership service departments   Jacksonville, FL – May 19, 2015 – DMEautomotive’s groundbreaking mobile app for auto dealerships, Driver Connect, was named a Finalist today in the Business-to-Business Products category in The 2015 American Business Awards, and will ultimately be a Gold, Silver, or Bronze Stevie® Award winner in the program.   The American Business Awards are considered the nation’s preeminent business awards program. All organizations operating in the U.S.A. are eligible to submit nominations – public and private, for-profit and non-profit, large and small.    Launched in 2012, and designed with the customer to dealer relationship in mind, the award-winning Driver Connect mobile app provides auto dealers with a powerful mobil...Read post

  • Six Ways for Internet Managers to Look Beyond Leads

    Website leads have been a part of selling cars since dealerships went digital. They are a tradition, easy to quantify, and demonstrative of a website’s effectiveness. They are also emotionally resonant: Leads are comforting because we can point to them as an impact that we are making. As fond of tradition as we are, times are most certainly changing. The demographics of our customers are shifting, and shopping for cars on mobile devices is quickly becoming the norm, not the exception. With these digital trends generated by a new breed of shopper, we, as digital marketers, are in a position to begin looking beyond leads to better assess a wider perspective on digital engagement and its effects on the car-buying process. But what does this look like?Read post

  • Unraveling the Rapidly Changing World of Digital Marketing

    Today, the most progressive dealers are leveraging interactive marketing technologies to identify and engage automotive shoppers throughout the path to a purchase. Identifying the best and most efficient way to get those buyers to walk through the front doors of a dealership has become more and more difficult.Read post

  • He Who Controls the Software, Controls the Marketing

    Marketing has more software available to it today than any other business function in the history of computing. It's gone from being one of the least tech-dependent departments in companies to being one of the most.Read post

  • It's All About Experience

    Consumers expect more out of buying a car. Other industries from ecommerce to boutique shops have made buying and shopping easier. Those changes impact the car industry as those same consumers come to buy a car, and those expectations are only going to intensify.Read post

  • Top Internet Auto Retailer Cardinale Automotive Group Increases Sales Velocity Thirty-Six Percent Using Flick Fusion Inventory Videos

    Urbandale, IA--May 18th--Flick Fusion (www.flickfusion.com) announced today that the Cardinale Automotive Group (member of the Cardinale-Group of Companies), one of the nation's top Internet auto retailers with 17 stores in California and Arizona, has increased sales velocity 36 percent since it switched to Flick Fusion for its video inventory marketing needs. In May 2014, the Cardinale Automotive Group's average initial contact-to-sold timeframe was 17.3 days. The auto group incorporated Flick Fusion videos as a key component in its digital advertising strategy, and today the group's rolling average contact-to-sold is 11.1 days, with a few of its larger metropolitan stores enjoying an average of 5.3 days. The national average contact-to-sold timeframe for auto dealers is 50.3 days.   "Inventory is like produce; it begins to rot the moment it's unloaded," said Erich Gail, Chief Operating Officer of the Cardinale-Group of Companies. "Our digital strategy throughout our automotive gr...Read post