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

  • This Week in Social Media

    News for the Week of August 31 Guest Blogger today: Kristin Huntley, Director of Content and Marketing You Don’t Have to Be Square!  Thanks Instagram! This week, Instagram announced they are expanding their format to allow for portrait and landscape photos and videos, as well as the traditional square posts users are accustomed to. Instagram stated that one in five posts shared is not in square format, prompting this update in order to make posting easier and more fun for all users. To maintain its clean grid feel, posts will appear as center-cropped squares. For video formats on Instagram, this newest update allows for an even more cinematic experience than ever before. Dealerships can now take advantage of panoramic views to display all of the curves and features of their vehicles, or showcase more inventory for consumers. Clipping on LinkedIn/SlideShare LinkedIn and SlideShare recognized the fact that it’s difficult to keep track of all the content that’s available tod...Read post

  • Blogging for Car Dealers: How to Get Started

    Blogging for business is by no means a new phenomenon. It's been talked about for years now, and I'm sure most of you reading this have tried blogging, whether in your free time or for a business. But while the craze around blogging has died down as it becomes more acceptable, there are still plenty of people out there skeptical about blogging and its potential benefits. In this post, I'll show you how to get started so you can be on your way to developing a more advanced and successful digital marketing strategy. Every business's site should have a set of main pages that act as the gatekeepers of information. These offer information about your business, its services, and help assure potential customers that they're choosing the right business based on their needs. With these pages, you're doing the bare minimum. For some businesses, that's fine. But if you're looking to go above and beyond in order to drive traffic and increase leads, a few pages just isn't going to cut it. You ...Read post

  • Strength in Numbers: The Power of Network Solutions and Personalized Shopper Experiences

    In my last post, I talked about how independent 3rd party research sites can help foster collaboration between dealers and OEM’s by uniting them through a more seamless customer experience.  Continuing with an eye on the customer experience, today’s post focuses on another “outside-in” approach to OEM-dealer alignment:  network solutions.  Specifically, how network solutions can deliver a seamless and personalized shopper experience while benefiting both OEM’s nationally, and dealers locally. An OEM-scaled effort across a dealer network can be a powerful go-to-market strategy, where deliberate and thoughtful coordination come to life in real-time.  Whether it’s through shared customer insights, or personalized shopper experiences, a network-wide approach can have many benefits.   A network-wide approach uses key data and insights to: Create a deeper, shared understanding of the customer that both dealers and OEM’s can act on. Deliver the right message to the right...Read post

  • Navigating SEO: Why You Should Create Content for Social and How to Do It

    While an extremely critical component to modern SEO, content is also a critical part of a balanced social media strategy. That's great and all, but you're probably asking: "What does creating content for social media have to do with SEO?" Let's find out!Read post

  • Be Your Own Life Coach, Continued-Part 2

    What are the ways I sabotage myself? [Getting honest] Here’s some honest for you. I avoided writing this post because I’ve been going through a lot of change over the past 4 years and I’m tired. I crave the blissful ignorance of imagining I don’t have any major blind spots at the moment. I want to not knowwhat I need to work on for a hot second…but that is not the path I’ve committed myself to, and it’s not the path to growth or success. I’m all in on becoming the best version of myself and there’s no turning back. So who’s with me?  Let’s get started. Ch-ch-ch-Changes I said it in my session, and I will say it again…there is only one thing every woman who wants to be successful must fully commit herself to, and that is embracing change. Change is really the only constant in life. And change requires focused mental, emotional and spiritual energy…in other words STRESS. I know it’s very 21st century to seek opportunities to de-stress, but without stre...Read post

  • Understanding Customers

    Many businesses are great at making and/or selling products and services.  Most can succeed at getting their message in front of their target market and getting some clientele.  However, a critical point that is tough to perfect is retaining those customers - especially in today's business climate where much of the reputation and engagement is carried out online.  The key to making a lasting enough impression for return business is understanding customers. Rather than treating customers as simply a source of revenue, today's successful businesses give customers a more rounded-out experience.  The first step generally involves getting shoppers to listen to the sales message.  If a business is good at understanding customers, it should be able to devise a few messages based on the different types of buyers it has and get those messages specifically in front of those that are best to respond. Step two in the process that leads to retention is emotionally connecting with shoppers. Read post

  • "That Guy" is Alive and Well!

    The good news: The stereotypical car salesman (slicked back hair, in-your-face attitude, pinky rings, gold chains, smooth-talking…you know the guy) has been mostly eradicated from the industry. “That guy” is mostly used these days for parody advertisements, memes and SNL skits. Why isn’t he effective anymore? Because consumers say he isn’t. Our methods and processes are driven by how our consumers want to shop and purchase. They have to be!Read post

  • Is The Way to Loyalty Through Your Customer’s Stomach?

    Companies increasingly invent new and creative ways to earn loyalty from their customers. Every year we hear of companies pulling off interesting and creative ways to gain exposure and foster loyalty through acts of kindness, goodwill or just being fun. For the fourth consecutive year, Uber became the ice cream man. It seems that every year for the past four years, Uber holds what it calls an “ice cream social.” On this day, the Uber app opens up a new feature - rather than simply being able to choose which type of Uber you want, on that day you can order up some ice cream. For $25, Uber will send one of its drivers to your house, workplace or wherever you wish and hand deliver five ice cream treats in a goodie bag all from an “Uber Ice Cream” branded vehicle. Needless to say, people went crazy over this on social media. Just search the hashtag #UberIceCream on Twitter and you’ll see what I mean. This annual event has been an excellent way for Uber to engage its customers i...Read post