George Nenni | Dominion Dealer Solutions | VP Operations | Truly Measuring Digital Marketing ROI George

Clicks, website visits, open rates Challenges: – different vendors for websites – marketing – PPC – social – tracking shopper data – ROI difficult Historical Approach to Analytics

New Metrics and Why They’re Important Search Results Page (SRP) Source: Inbound Now

New Metrics and Why They’re Important Vehicle Detail Page (VDP) Source: Inbound Now

Google Analytics (GA) helps evaluate effectiveness: – Referrals – Paid search – Organic searches – Campaigns – Direct traffic Google Analytics Overview, Traffic Sources

Sales ROI Flow for Dealership Websit e visit Search Results Page (SRP) Vehicle Detail Page (VDP) Lead Vehicle Sale

VDPs are critically important – a recent study by Cobalt showed an additional 12 VDP views can reduce the time to sell a vehicle by 44%. ( Tracking VDPs separate shoppers from website traffic Industry Benchmarks

To show VDP trends, use GA Segments to filter traffic. To calculate the number of shoppers coming to website, set up a GA Goal. Segments vs. Goals

VDP to lead ratio – 14% (7 to 1) Lead to sale ratio – 13% (8 to 1) VDP to sale ratio – 1.8% (56 to 1) Cost per VDP - $3-4 Cost per lead - $25 or less Cost per sale - $170 - $225 Example Industry Benchmarks Source: Mastering Automotive Digital Marketing, Brian F. Pasch

How to show VDP trends using Segments, setting up Goal to track specific VDPs (web demo)

How to show VDP trends using Segments Click on Add Segment

How to show VDP trends using Segments Click on New Segment

How to show VDP trends using Segments 2. Choose Condition 3. Choose Page 1. Enter Segment name

details/2015/Infiniti/Q50/JN1BV7AP9FM How to show VDP trends using Segments You then need to determine the URL structure of your VDPs Copy only this segment

How to show VDP trends using Segments 1. Change to “starts with” 2. Paste partial URL from earlier step 3.Click Save

How to calculate number of shoppers (VDPs) using Goals First you must set up a Goal 1. Choose Admin 2. Choose Goals

How to calculate number of shoppers (VDPs) using Goals Choose New Goal

How to calculate number of shoppers (VDPs) using Goals Choose Custom

How to calculate number of shoppers (VDPs) using Goals Click Next Step Choose Destination Enter Goal name

How to calculate number of shoppers (VDPs) using Goals details/2015/Infiniti/Q50/JN1BV7AP9FM You then need to determine the URL structure of your VDPs Copy only this segment

How to calculate number of shoppers (VDPs) using Goals 3. Click Verify Goal to verify 2. Choose “Begins With” 1. Enter URL segment 4. Click Create Goal

How to set up campaign tracking using Google URL Builder (web demo)

How to set up Campaign tracking We want to promote this brake special

How to set up Campaign tracking We copy the entire URL of this page: 1. Paste destination URL here 2. Enter the type of campaign 3. Enter the campaign medium 4. Identify the campaign 5. Further differentiate the campaign

How to set up Campaign tracking Click to generate the URL with UTM codes added at end

How to set up Campaign tracking Shorten the URL so it looks better for , social, etc. campaigns

How to set up Campaign tracking Using UTM Codes, Google URL Builder

How to set up Campaign tracking Track campaigns with UTM tags in Google Analytics

How to set up Campaign tracking Track campaigns with UTM tags in Google Analytics

– Alternative to Google Analytics – Can track metrics around: Website Reputation Social Media Campaigns SEM Inventory Automated Dashboards

Contact Info Full Name: Company: Job Title : George Nenni Dominion Dealer Solutions VP For copy of this presentation, here