Web Traffic Attribution FAQ

Get answers to all of Clarivoy’s frequently asked questions here. Select a topic to narrow your search, or simply scroll down and read on.

About

Does Clarivoy's Web Traffic Attribution solution have a graphical interface (GUI)?

No. Clarivoy’s Web Traffic Attribution solution is run from Google Analytics. We install add-ons to make better sense of your web performance numbers.

How much does Clarivoy's Web Traffic Attribution solution cost?

The monthly fee for Clarivoy’s PRO version is $299.00 USD per Rooftop. The first charge will be billed after the WTA PRO integration is complete and completion is communicated via email and every 30 days thereafter. After 6 months either party may choose to terminate with a 30 day cancellation notice.

What is Clarivoy's Web Traffic Attribution?

Clarivoy’s Web Traffic Attribution collects and pairs your website clicks and calls to the appropriate vehicle shopper while fractionalizing the credit within Google Analytics, ensuring no over-attribution to any one keyword, campaign or ad group. Our solution evaluates the true cost per engagement and cost per lead using Clarivoy’s proprietary Multi-Touch Attribution models in place of Google’s last-click attribution and lets you view your website traffic through Clarivoy’s Automotive Channels, specifically created for auto dealers.

WTA FREE Includes:

  • Custom Automotive Channels (no updates)
  • Multi-Touch Attribution

WTA PRO Includes:

  • Custom Automotive Channels
  • Multi-Touch Attribution
  • Cost Uploader Tool
  • Third Party Data (ex. Cars.com)
Why should I use Clarivoy's Web Traffic Attribution solution?

Up until quite recently, dealers used click-through attribution to measure the effectiveness of their marketing campaigns as this was really the only direct path available to trace a digital conversion to a sale. Multi-touch attribution wasn’t readily available and was also very difficult to accomplish. Click-through attribution has caused dealers to make marketing and budgetary decisions that, at times, have hurt them. While it may be the simplest and most direct path to attribute sales, just because a consumer converts via a certain form or widget, doesn’t mean that is what actually influenced them to choose a particular vehicle or dealership. Dealers and marketers end up reallocating budget to other sources, or cancel marketing partners that are in fact very influential at driving traffic to VDPs, or the dealer’s website.

Clarivoy’s Web Traffic Attribution collects and pairs your website clicks and calls to the appropriate vehicle shopper while fractionalizing the credit within Google Analytics, ensuring no over-attribution to any one keyword, campaign or ad group. Our solution evaluates the true cost per engagement and cost per lead using Clarivoy’s proprietary Multi-Touch Attribution models in place of Google’s last click attribution and lets you view your website traffic through Clarivoy’s Automotive Channels, specifically created for auto dealers.

What are the requirements to get started?

To sign up for WTA Free click here. You will receive an email from wta-support@clarivoy.com with instructions for providing Clarivoy with Google Analytics access as well as a tracking code to place on your site.

To sign up for WTA Pro click here. You will receive an email from wta-support@clarivoy.com with instructions for providing Clarivoy with Google Analytics access. You will also be contacted by someone in our billing department to make payment arrangements.

 

 

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Getting Started

How do I access "Clarivoy Automotive Channels" in Google Analytics?
  • Once logged in, choose a view that is starred
  • Go to Reporting, then navigate on the left menu to Acquisition >> All Traffic >> Channels. Then click on the “Default Channel Grouping” and select “Clarivoy Automotive Channels” to see the reorganized channels that are auto-friendly.​ Or, go to Reporting >> Conversions >> Attribution >> Model Comparison Tool. Then click on the “Channel Groupings” and select “Clarivoy Automotive Channels” to see the reorganized channels that are auto-friendly.​
  • Also see Clarivoy Web Traffic Attribution instructions
Why should I trust Clarivoy with this level of access?

1. The Confidentiality section of Clarivoy’s Master Terms and Conditions (legal.clarivoy.com) states:

Confidentiality.

6.1. Duty. Each party will:

(a) Protect the other party’s Confidential Information with the same standard of care it uses to protect its own Confidential Information; and

(b) Not disclose the Confidential Information, except to affiliates, employees and agents who need to know it and who have agreed in writing to keep it confidential.

6.2. Use of Confidential Information. Each Party (and any affiliates’ employees and agents to whom it has disclosed Confidential Information) may use Confidential Information only to exercise rights and fulfill its obligations under this Agreement, while using reasonable care to protect it. Each Party is responsible for any actions of its Affiliates’ employees and agents in violation of this Section.

6.3. “Confidential Information” means information disclosed by a Party to the other Party under this Agreement that is marked as confidential or would normally be considered confidential under the circumstances. The Service, including without limitation its applications, databases, organization, design and structure of its databases and reports, shall be Clarivoy’s Confidential Information.

  1. Clarivoy recently underwent and passed a comprehensive security audit.
  2. Clarivoy carries a $5M cyber-liability policy and has the experience and trust of working with publicly-traded companies, state governments and a multi-billion dollar retailer.
  3. There is no PII or sales data being collected in this trial.
  4. Clarivoy’s integrity and ability to operate in the future would be ruined if any malicious behaviors were ever enacted.
How do I set up goals in Google Analytics?
  • Go to your Google Analytics standard reports

  • Click on the “Admin” button in the top right

  • Click on “Goals”

  • From one of the Goal sets, click “+ Goal” (goal sets are just a way for you to easily group goals) to set up a new goal
If I don't have goals created in Google Analytics, how do I create them?

To learn how to Create, Edit, and Share Google Analytics Goals, please review this document on the Google Analytics Help site: https://support.google.com/analytics/answer/1032415?hl=en.

Will Clarivoy add goals to my account for me?

For Web Traffic Attribution PRO Clarivoy will add four goals that pertain to the offline VDPs, lead forms and Showroom Ups. However, Clarivoy will not set up any other additional goals. Please contact your website provider to see if they are able to set up other goals for you.

What are Clarivoy's suggested Google Analytics goals for automotive retailers?
  • New SRP Views
  • New VDP Views
  • Used SRP Views
  • Used VDP Views
  • Certified SRP Views
  • Certified VDP Views
  • Finance Form Submissions
  • Lead Form Submissions
  • Service Form Submissions
  • Trade-In Form Submissions
  • Print Coupons
  • Visits to Hours & Direction Page
  • View Dealership Reviews Page
How do I access the "Clarivoy Multi-Touch Attribution Model" in Google Analytics?
  • Once logged in, choose any view that is starred
  • Go to Reporting >> Conversions >> Attribution >> Model Comparison Tool. Then click on “Select Model” and select “Clarivoy MTA Model”
  • Also see Clarivoy Web Traffic Attribution instructions
Why does Clarivoy need this level of access in Google Analytics?

Different portions of the integration require different users and different levels of access. Granting Clarivoy “Manage Users” and “Edit” permissions at the Account level gives Clarivoy the access needed to provision these accounts and assets without having to burden the dealer with making these changes.

Specifically, these changes are:

  1. Edit access at the Account level is required to create traffic filters, these filters are used to include/exclude the external website traffic added to accounts
  2. Edit access at the Property level is required to upload cost data or create additional views
  3. User management permissions are required to add the individual rooftop login accounts as well as grant an API service account permissions
What are the requirements to get started?

To sign up for WTA Free click here. You will receive an email from wta-support@clarivoy.com with instructions for providing Clarivoy with Google Analytics access as well as a tracking code to place on your site.

To sign up for WTA Pro click here. You will receive an email from wta-support@clarivoy.com with instructions for providing Clarivoy with Google Analytics access. You will also be contacted by someone in our billing department to make payment arrangements.

 

 

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Google Analytics & Attribution

What is "ROAS"?

ROAS stands for Return On Ad Spend. This is a calculated metric derived from measuring the total ad spend versus the gross over various attributional dimensions.

What is "CPC" in Google Analytics?

CPC stands for Cost Per Click. When a display ad or other service is paid based on how many people actually “clicked” or took action from that ad.

What is Multi-Touch Attribution or "MTA" in Google Analytics?

Clarivoy’s Multi-Touch Attribution feature was designed to allow dealers to upgrade Google Analytics to an auto-specific lens so they can easily and accurately see how Tier 1, Tier 2 and third-party websites influenced traffic to their site. The Multi-Touch Attribution platform uses proprietary algorithms focused on user-level attribution, giving dealers insight into a consumer’s full purchase path, sorting and ranking the influence of each channel’s contribution.

What is "CPM" in Google Analytics?

CPM stands for Cost Per Impression. When an ad is billed based on how many people were exposed to it. This includes pricing models for many offline media sources as well as online.

What is fractionalization within Multi-Touch Attribution?

We fractionalize credit across all touchpoints using a proprietary attribution model ensuring all traffic driving sources receive proper credit​.

Why use Google Analytics?

Google Analytics is the most popular tool you can use to measure website visitors. Google’s tremendous cloud infrastructure allows you to quickly analyze very large data sets, and it allows dealers to make informed business decisions. Unfortunately, Google Analytics default measurement is based on last click attribution models that do not provider marketers with accurate data about the true purchase path of their customers. Clarivoy’s Native Google Analytics Integration solves this problem through the integration of our proprietary Multi-Touch Attribution models.

What does "CPA" stand for within Google Analytics?

Cost Per Action (or Cost Per Acquisition, or CPA) is the average amount of advertising expenditure that is needed to generate a lead, and an important KPI.

What is auto-tagging in both Google AdWords and Bing?

Auto-tagging is an advanced feature that you need to turn on before you can do the following:

    • Import conversion data into AdWords from Google Analytics, as well as other external sources, such as your Customer Relation Management (CRM) system.
    • Import AdWords campaign and cost data into Google Analytics reports.
    • Import Google Analytics site engagement metrics, such as bounce rate and average session duration, into AdWords reporting.
    • Similarly, for Bing Ads the same rules apply
What is offline attribution?

This set of attributed sales matches specific offline activities that users might have been exposed to such as direct mail, outbound telemarketing, inbound phone calls, and even some email campaigns whose opens are measured by a third party provider.

Multi-Touch vs. Last-Touch Attribution, what's the difference?
  • Last-touch (or Last-click) attribution models, or Last Interaction models in Google Analytics, give the last channel the user clicked through 100% of the credit for the conversion. Conversely, a First-touch (First-click/First Interaction) model would give the first channel a user clicked through 100% of the credit for the conversion.

  • Using a multi-touch attribution model spreads credit over different channels. By creating a customized multi-touch attribution model to track conversions, marketers are better able to allocate their budgets and understand the paths customers take when shopping for a vehicle.

What is auto-tagging?

Auto-tagging is a required feature that can help you better understand how people interact with your ads, your website, and your offline sales channel.

What is a custom channel grouping or "CCG" in Google Analytics?

Channel Groupings are rule-based groupings of your traffic sources. Throughout Analytics reports, you can see your data organized according to the Default Channel Grouping, a grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.

What is a touchpoint?

A touchpoint is when a customer was exposed to a marketing effort. (whether they responded or not) (i.e., they got a direct mailing, they opened an email, they saw a TV spot).

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Billing

Can I cancel at any time?

You can cancel WTA FREE at any time. WTA PRO subscribers can cancel anytime after the first 6 months of when your paid subscription starts. After that our agreement allows you to pay through a month-to-month model. There are no set-up fees, or cancellation fees of any kind. We keep it simple and easy. All we need is an email cancellation request sent to wta-support@clarivoy.com.

How much does Clarivoy's Web Traffic Attribution solution cost?

The monthly fee for Clarivoy’s PRO version is $299.00 USD per Rooftop. The first charge will be billed after the WTA PRO integration is complete and completion is communicated via email and every 30 days thereafter. After 6 months either party may choose to terminate with a 30 day cancellation notice.

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Support

Who do I contact if I have questions about the service?

If you have questions, please contact Clarivoy with your question by email at wta-support@clarivoy.com.

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Contact Us.

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