In the early days of dealership websites there were only two types of conversion, email lead forms and phone calls. It took some time for phone tracking to become commonplace, but most dealers recognize they have no hope of understanding website conversion and how to improve the site’s performance without tracking phone calls. Chats were next. Today savvy dealers insist on a full accountability of phone, email, and chat leads. With the increased use of mobile devices for car shopping, it’s now essential to capture metrics on texting as well. Phone, email, chat and text. You may never know how many walk-ins come through your website first, but you can know your conversion rate in a more comprehensive way than ever before.