Ever wonder how many shoppers visit your site after seeing a commercial? Chances are, you aren’t sure which commercial showings are assisting in conversions, and which are not. The gap between digital and media prevents dealers from attributing the right channels for their conversions.

This week on Auto Marketing Now, Steve White, CEO of Clairvoy, joined Brian Pasch to discuss the importance of multi-touch attribution.

Google Analytics enables dealers to see what is happening on their site, yet it doesn’t show the media influence on their digital conversions. Google Analytics focuses on last-click attribution, which fails to give credit to all of the campaigns contributing to that conversion. To determine which marketing dollars are working dealers must start accrediting all interactions that take the shopper from point A to point B.

With Clairvoy, consumers are scored and profiled to show dealers which commercial slots are creating the most website engagement. From there, they can choose the most effective shows and times to place their advertisements for optimal results. All of this is done with a unique tracking code placed on the dealership’s website.

Without a tool to analyze all of your campaign results, both digital and media, dealers cannot make the smartest possible marketing decisions. In all, dealers need a way to determine what creates the most engagement to invest more in the methods that are working best, and less in those that aren’t.

Many times, agency partners are reluctant to accredit all of your marketing efforts to avoid giving credit to other agencies and ultimately, end up losing your business. For more transparent data, dealers need more sophisticated attribution models.

To begin getting greater insights, you can clean up your Google Analytics to better attribute your marketing campaigns. First, set up goals for each for your hard conversions: phone calls, lead forms, chat, and text messages. These are the most important goals because they represent the people who are identifying themselves and want to do business with you.

Next, set up events to see if someone performed an action such as configuring a vehicle, submitting a trade-in estimate, and anything else they may be interacting with on your site. By tracking these actions, you will better optimize your marketing budget.

For more information on how you can get greater visibility into the engagement on your site, check out the PCG Engagement Project or tune into Auto Marketing Now for the most effective strategies in automotive digital marketing.

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.