By now, you’ve heard time and time again how crucial it is to inspect your traffic using Google Analytics. We know it’s easier said than done, but you need to start somewhere! Join Brian Pasch on Auto Marketing Now as he walks viewers through, step by step, the implementation of Google Analytic’s Goals.
Goals in Google Analytics is an easy, straight forward, tool to measure important actions on your sites. The detailed information on website traffic produced by the goals can be used to track ROI and better market to today’s consumer. Following these steps, dealers can establish goals and determine what is and isn’t working for their website.
Are You Worthy?
In order to create goals, users must have administrative access in Google Analytics. If the red “new goal” button appears, then you already have administrative access and can proceed. If not, you must contact your website provider to gain access to this tool.
What’s a Good Goal?
As a dealer, you should set about 10 custom goals to track. These goals should focus on actionable data. If you are unsure about which goals to implement for the greatest insight, here is a solid starter list: New SRP and VDP views, Used SRP and VDP Views, Certified SRP and 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 Track?
Once you’ve decided what data to track, you must copy the URL from the page of the goal. After categorizing the goal by type, paste the URL and delete the website domain. The remaining information will be used by Google to track that exact action. For goals such as Lead Form Submissions, dealers would enter the URL of the “thank you for submitting this form” page, and choose to track all actions that trigger that exact URL. For goals such as New VDP Views, dealers would enter the part of the URL that appears on every New VDP, and choose to track all actions that trigger a page that begins with the URL information.
By allowing users to choose to track the exact URL, what begins with the URL, and regular expressions with the URL, dealers can fully customize their reports.
What’s it Worth?
Google allows users to assign a monetary value to each goal. Dealers can establish values for goals such as lead form submissions, and ultimately monitor their ROI for each goal. Although a monetary value is not required, it is helpful to optimize your investments.
Is It Working?
Once all fields are filled out, select the verify button. This step will ensure that all of the information was entered properly and the data is ready to be tracked.
Dealers should move towards a cost – per – engagement model when choosing their website providers. Some of the most valuable information is found tracking specific engagement on VDP pages to determine what is creating engagement and what isn’t. If your website provider does not have events implemented, it is a good idea to use Google Tag Manager. This tool allows users to track specific areas of the page and create custom tag manager scripts. Utilizing Google Tag Manager enables dealers to take a closer look inside VDP interactions, and inspect shopping behavior – giving dealers the greatest insight on which events appeal to their consumers.
Inspecting website traffic can be overwhelming, but it doesn’t have to be! Tune into Auto Marketing Now every Wednesday to revamp your marketing strategies and learn the latest in the industry from renowned automotive leader, Brian Pasch.
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.