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Empowering Dealerships with Data:
9 Goals and 9 Dashboard Elements to Measure
Shopping Behavior
“The Goal is to turn Data into
Information, and Information into
Insight.”
-Unknown
1. Setting up Goals in Google Analytics
• Measure behaviors performed by site
visitors that demonstrate valuable
actions
• Which on-site actions correlate to sales?
2. The Importance of Setting Goals
• Setting goals allows you to see shopping
behavior across all GA dimensions
• Determine weak areas not creating
shopping behavior and adjust strategies
GA Goals Measure Shopping Behavior
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/VDP
Goal 6 - Customer Chat or Text
Goal 7 - Finance Leads
Goal 8 - Trade Appraisal Leads
Goal 9 - View Incentives/Coupons
Goal Types – Destination vs Events
• Destination Goals – VDPs & Leads
• Event Goals - Shopping behaviors that do not lead to a
specific page on the site – chats, clicks and third party
integrations
Measuring the Blind Spots
Measuring the Blind Spots
Google Can’t See Me!
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 Events - 15.00
Goal 7 - Finance Events - 4.00
Goal 8 - Trade Appraisal Events - 4.00
Goal 9 - Incentive/Coupon Events - 3.00
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 1-3% 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
*Reunion Marketing Research, 2015
Goal Values Explained
3. Website Lead Value
• 30 VDPs/1.5 leads = 20.00
4. Chat Events Value
• Chats generate leads around 75-80%1
• 20.00 x 75% = 15.00
5. Trade Appraisal & Finance Events
• 18% of trade appraisal and credit apps
initiated become leads2
• 20.00 x 18% = approximately 4.00
1. Based on ActiveEnage Data, 2015
2. Based on BlackBook Data, 2015
Google Analytics Dashboard - VINvertising
Measure Shopping Behavior Created From
Goals
• Add Segment
• Click on Converters
Power the Dashboard with Goals
Power the Dashboard with Goals
The Dashboard
The Dashboard
The Dashboard
The Dashboard
The Dashboard
The Dashboard
Share the Dashboard
Discussion
• 9 Goals
– New VDP (1), Used VDP (1), CPO VDP (1), Leads (20),
Phone Calls (20), Text/Chat (15), Finance (4),
Appraisal (4), Incentives/Coupons (3)
• 9 Dashboard Widgets
– Site Visits, Unique Visits, Time on Site, Bounce Rate,
Traffic Sources, VDPs by Source, Device Types, Top
Cities, Top Pages Viewed

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Digital Dealer 20 - Automotive Internet Measurement Council - 2015-10

  • 1. Empowering Dealerships with Data: 9 Goals and 9 Dashboard Elements to Measure Shopping Behavior
  • 2. “The Goal is to turn Data into Information, and Information into Insight.” -Unknown
  • 3. 1. Setting up Goals in Google Analytics • Measure behaviors performed by site visitors that demonstrate valuable actions • Which on-site actions correlate to sales? 2. The Importance of Setting Goals • Setting goals allows you to see shopping behavior across all GA dimensions • Determine weak areas not creating shopping behavior and adjust strategies GA Goals Measure Shopping Behavior
  • 4. 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/VDP Goal 6 - Customer Chat or Text Goal 7 - Finance Leads Goal 8 - Trade Appraisal Leads Goal 9 - View Incentives/Coupons
  • 5. Goal Types – Destination vs Events • Destination Goals – VDPs & Leads • Event Goals - Shopping behaviors that do not lead to a specific page on the site – chats, clicks and third party integrations
  • 7. Measuring the Blind Spots Google Can’t See Me!
  • 8. 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 Events - 15.00 Goal 7 - Finance Events - 4.00 Goal 8 - Trade Appraisal Events - 4.00 Goal 9 - Incentive/Coupon Events - 3.00
  • 9. 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 1-3% 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 *Reunion Marketing Research, 2015
  • 10. Goal Values Explained 3. Website Lead Value • 30 VDPs/1.5 leads = 20.00 4. Chat Events Value • Chats generate leads around 75-80%1 • 20.00 x 75% = 15.00 5. Trade Appraisal & Finance Events • 18% of trade appraisal and credit apps initiated become leads2 • 20.00 x 18% = approximately 4.00 1. Based on ActiveEnage Data, 2015 2. Based on BlackBook Data, 2015
  • 11. Google Analytics Dashboard - VINvertising
  • 12. Measure Shopping Behavior Created From Goals • Add Segment • Click on Converters Power the Dashboard with Goals
  • 13. Power the Dashboard with Goals
  • 21. Discussion • 9 Goals – New VDP (1), Used VDP (1), CPO VDP (1), Leads (20), Phone Calls (20), Text/Chat (15), Finance (4), Appraisal (4), Incentives/Coupons (3) • 9 Dashboard Widgets – Site Visits, Unique Visits, Time on Site, Bounce Rate, Traffic Sources, VDPs by Source, Device Types, Top Cities, Top Pages Viewed