CHALLENGE
Auto dealers typically rely on Google Analytics to help them understand the impact of their digital ad spend. However, Google Analytics is set up to give 100% of the credit to the last click (which is typically Google).
Based on last-click metrics for conversion events only on their site, dealers could be over-investing in search marketing tactics – causing them to leave opportunity on the table by not investing in other profitable channels.
SOLUTION
We partnered with Cars.com to help dealers see before the last click to truly understand the consumer path to purchase – whether it be a conversion event on the dealer site or Cars.com – and the true value of their digital spend. More than 100 Cars.com dealer customers were set up with Clarivoy’s Web Traffic Attribution solution to gain a holistic view of their digital marketing efforts for two months.
RESULTS
Cost / conversion
