Dealers put a significant amount of time and resources into increasing engagement, yet many still don’t really know which efforts are thriving and which fall below par.

This week on Auto Marketing Now, Brian Pasch is joined by James Grace, Head of Analytics with Cox Automotive, to learn how they’re increasing website engagement and boosting conversions.

Dealer.com customers can now see Autotrader and Kelley Blue Book data in their Control Center for a more unified experience. They are also launching an audience overlap reporting tool to see how visitors are interacting with all three properties in real time. These reports can also be accessed from the Control Center.

With metrics designed to measure the quality of traffic rather than the number of visitors, Dealer.com has began scoring shoppers. The digital thermometers on the site track what consumers are doing, then each shopper is assigned a score from 0-100 using NGAUGE by Pixall (Dealer.com’s underlying analytics technology). This provides dealers with greater insights into their shoppers’ behaviors and preferences, allowing dealers to answer any questions they may have about their traffic. Dealers have also been using NGAUGE to guide their Paid Advertising campaigns.

Through the scoring tool, Dealer.com has learned that visitors who visit all three properties (KBB, Autotrader, and the dealer site) have a 25% higher score than people that come to the dealer site alone.

All Dealer.com customers receive both Pixall and Google Analytics installation.

Many dealers are still investing in minimally effective paid search campaigns such as behavioral targeting or remarketing ads with inadequate landing pages. Both Dealer.com and PCG Companies are working to shift the focus to engagement scoring metrics to better analyze your cost-per-engagement (which may be higher than you think!).

To learn more about accurately measuring your traffic, download the PCG Engagement Project Guide or tune into Auto Marketing Now for the latest industry strategies!

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.