Digital Dealer Webinars - Leverage Analytics to Create Success With Your Digital Marketing Efforts

1. “The Goal is to turn Data into
Information, and Information into
Insight.”
-Unknown

2. Empower Decisions with Google Analytics
Google Analytics is so more than just the
main dashboard!

3. Cleaning up the Data
Remove Ghost & Crawler Spam
• Spam traffic sources could be
skewing your data – be sure that
you are filtering out these
sources!
• Ghost spam – only affects GA
data and does not actually visit
the site
• Crawler spam – actually visits the
site servers and needs to be
blocked by the website provider

4. Filter Ghost Spam

5. Filter Ghost Spam

6. List of Known Crawler Spam
List taken from http://www.ohow.co/what-is-referrer-spam-how-stop-it-guide/#Referrer-Spam-List

7. List of Known Ghost Spam
List taken from http://www.ohow.co/what-is-referrer-spam-how-stop-it-guide/#Referrer-Spam-List

8. GA Goals
1. What are Goals?
• Behaviors performed by site visitors that
demonstrate valuable actions
• Which actions correlate to sales?
2. The Importance of Setting Goals
• Setting goals allows you to see shopping
behavior from all traffic sources
• Shopping behavior data can differ from
site wide data

9. Recommended Goals
Goal 1 - New Vehicle Detail Page View
Goal 2 - Used Vehicle Detail Page View
Goal 3 - CPO Vehicle Detail Page View
Goal 4 - Website Lead
Goal 5 - Click to Call from SRP/VDPs
Goal 6 - Customer Chat or Text
Goal 7 - Finance Leads
Goal 8 - Trade Appraisal Leads
Goal 9 - View Incentives/Coupons

10. Setting Up Goals

11. Setting Up Goals

12. Setting up Goals

13. GA Goals: How to Value

14. GA Goals: How to Value

15. Recommended Goal Values
Goal 1 - New VDPs –1.00
Goal 2 - Used VDPs –1.00
Goal 3 - CPO VDPs –1.00
Goal 4 - Website Leads –20.00
Goal 5 - Click to Call –20.00
Goal 6 - Chat or Text - 15.00
Goal 7 - Finance Leads - 4.00
Goal 8 - Trade Appraisals – 4.00
Goal 9 - Incentives/Coupons - 3.00

16. Goal Values Explained
1. Benchmark VDPs at 1.00
• Highly correlative with sales
• Rule of thumb – 30 VDPs = 1 sale
2. Website Leads
• Only about 3% of site traffic converts to an email
lead
• Correlates with sales, but not as highly as VDPs
• Approximate leads/total sales = 1.5 to 2.0

17. Goal Values Explained
3. Website Lead Value
• 30 VDPs/1.5 leads = 20.00
4. Chat Value
• Chats generate leads around 75-80%
• 20.00 x 75% = 15.00
5. Trade Appraisal & Finance Events
• 18% of trade appraisal and credit apps
initiated become leads
• 20.00 x 18% = approximately 4.00

18. VINvertising Dashboard: 9 Widgets

19. VINvertising Setup
Go to the following URL and add your View to
save the dashboard.
https://www.google.com/analytics/web/template?uid=2s_SoEKPROeGiU3iitcK7w

20. VINvertising Setup – Date Range
Choose Your Date Range
• Top right of the dashboard
• Compare with previous periods

21. VINvertising Setup – Adding Shoppers
The Key to the Dashboard is to Use Shopping
Behavior Created From Goals
• Add Segment
• Click on Converters

22. VINvertising Setup – Adding Shoppers
The Key to the Dashboard is to Use Shopping
Behavior Created From Goals
• Add Segment
• Click on Converters

23. Using the VINvertising Dashboard

24. Using the VINvertising Dashboard

25. Using the VINvertising Dashboard

26. Using the VINvertising Dashboard

27. Using the VINvertising Dashboard

28. Using the VINvertising Dashboard

29. Email VINvertising Reports