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I have been in an interesting discussion on dealerrefresh.com with dealers, vendors, representatives of ATC and Cars.com over the last few days regarding the recent ATC acquisitions and their implications on dealers and this discussion has morphed into how to measure ATC, Cars and eBay Motors as classified listing services.
I have made my position very clear on this “You measure by conversion” Lead, Call, email or chat. However this discussion did morph into whether or not VDP views (Vehicle Display Pages) were a valid measurement and did they help the dealer?
This prompted me to do a thorough analysis from a conversion stand point of the listings and VDP view within each service ATC, Cars and eBay. Below in this power point is are my findings. I will leave it to the dealers to use this data to make up your mind as you will and to lend whatever wait you deem necessary in using it.