Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Jeremy Patterson

Jeremy Patterson Chief Technology Officer

Exclusive Blog Posts

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

Custom Analytics for Automotive Dealerships

There are many solutions available for capturing data about your website visitors.  Many automotive dealerships and digital marketing vendors stay with Google Analytics, which is the standard free solution.  However, the potential of a website’s complex data cannot be fully tapped without some kind of custom analytics set up.

This is by no means a knock against Google.  They've created a free solution that works well for most people.  The reason an automotive dealer might want to opt for a custom analytics solution lies in the advanced detail, and much more accurate reporting.

Google Analytics provides session data, and supposedly does it’s best to filter out bots and other unwanted or irrelevant traffic.  With custom analytics, parameters can be set to show only visitors that are legitimate.  Reporting can be filtered with regards to time on site, IP address, location, and many other useful specifics that Google Analytics does not provide for filtering your traffic.

Custom analytics will also give more detail about website traffic and it's behavior.  With Google Analytics, a dealer would not be able to find a specific user and see every event that the person triggered with extreme accuracy.  Custom analytics allow one to literally trace a user’s steps and see everything that they viewed.  In aggregate, this level of information can help make any marketing plan much more effective.

Google Analytics is great, but serious automotive dealerships are going to want to upgrade to a custom analytics solution in order to take full advantage of their website's visitor data and use it for effective marketing.  Are any of you guys using custom analytics?

Carl Maeda
Google Analytics doesn't intentionally filter out bots. They simply are unable to track bots because the tracking is based on javascript code. 99% of bots are unable to execute javascript so they are not trackable. A percentage of real users also turn off javascript and these users are not tracked as well. This is true with all javascript-based analytics and one of the downsides of Google Analytics. To get true analytics, you need a server side analytics program. In Google Analytics, you can filter by using Segments. Segments allow you to filter by location, by referring source, even demographics such as age or gender. And you are correct, Google Analytics does not allow you to trace single users. I really wish it did. You can't do creative things such as tag a user once they open up one of your emails and trace that person through your website. I'm also curious what other analytics software people use.
Nathalie Godoy
Great share Jeremy. Although Google Analytics was great for us at one point, we learned that building a custom analytics solution for our clients is far greater!

 Unlock all of the community & features  Join Now