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

  • 3 Things I learned from our grad's job hunt.

    Fresh back from Florida watching our son graduate from college, and he is already on the job hunt. The thought of having to move back in with his parents in Nothingtodoville Upstate New York, might be motivating him slightly. I wanted to share some insights from his progress so far that can help some of my employer and applicant readers. Be positive, but only cash the checks you have. During our son's time at school he has accumulated a circle of connections in the business community, many alumni of his college. Each time he speaks to one, they have a sure-fire contact that will definitely want to hire him. Our son is smart, talented, and hard working, a catch for any employer. That being said, he is in a large city and there is a line of people with degrees, contacts, and work ethic. It is easy to count one of these referrals to a company like a guarantee, it is important to view it as only an opportunity for you to earn a position.Read post

  • Jim Radogna: Avoiding the Eye of Mordor in Social Media

    Just like in the blockbuster series “The Lord of the Rings”, the Eye of Mordor is always open. Until now, its focus has been on larger battles and more interesting things. Then a Hobbit found a golden ring and slipped it on his finger. And the Eye started paying attention to this little being that had avoided the Eye’s gaze… until now. The intersection of advertising, marketing, and compliance is not easy to navigate. It seems as if each week, rulings are being rendered from one of the myriad of regulatory bodies making it more difficult for dealers to know what they should – and should not – be doing in regards to social media in order to stay compliant. In an effort to bring clarity to an increasingly confusing and misunderstood topic, I sat down with Jim Radogna, the president of Dealer Compliance Consultants, to get some answers.  Arnold Tijerina: I believe dealers aren’t vigilant enough ensuring that social media performed on behalf of the dealership meets the sam...Read post

  • Attribution Modeling – Tough to Implement?

    Many dealers use digital marketing for their websites with no idea how many cars their marketing has actually sold. Attribution modeling solves this issue.Read post

  • Digital Marketing Company Naked Lime Helps Automotive Retailers Seize Opportunities

    Naked Lime Marketing authored four white papers this year that showed digital marketing’s effect on the modern dealership. The white papers covered a range of topics in automobile retailing, including new profit opportunities, customer acquisition, web design, and digital engagement. You can download the whitepapers on nakedlime.com.Read post

  • What is the Zero Moment of Truth?

    Simply put, a Zero Moment of Truth buyer is one who is at the point of decision to buy a product or service. Discovering when this moment occurs and targeting the ZMOT buyer at the Zero Moment is a science – a combination of the right marketing message, and targeting of web search traffic patterns to maximize conversions (unique actions such as phone calls, web leads, and live chat) directly into a businesses’ website or telephone center. The primary component of successfully targeting and converting a Zero Moment of Truth buyer is ensuring proper representation where ZMOT buyers search. Google search (both paid and organic) and social media are highly desirable targets. A strong YouTube presence also boosts awareness and drives leads. For car dealers, classified listings such as Craigslist and CertifiedCars.com deliver ZMOT automotive customers all the time! The second part of uncovering Zero Moment of Truth buyers online is analyzing the current shopping and traffic patterns of...Read post

  • Creating an Effective Email Marketing Strategy for a World of Mobile Users

    Mobile phones are a fact of life, and are growing fast. A 2014 Pew Research Center study found that smartphone use among US adults grew from 35% to 56% from May 2011 to May 2013. With growth that fast, dealers need to think mobile – it is definitely the future of our business! Read post

    By Cobalt on December 17, 2014

  • Announcing: Dealer Engage Sonar

    Dealer Engage is excited to announce the launch of Sonar, a powerful lead tracking tool which provides complete behaviour and activity tracking to enable businesses to create highly effective targeted campaigns. Read post

  • 15 Candles On Our Cake

    Digital marketing company IMN (iMakeNews Inc.) celebrates its 15-year anniversary as a turnkey email newsletter and marketing service that helps automotive retailers create and distribute newsletters affordably, efficiently, and effectively. Read post