Our industry is constantly changing, from the models we sell and the salesman working the floor, to the website driving traffic to your showroom. Your providers change, your websites change, your marketing changes. But how do you know that the digital marketing provider is doing better than before?
The answer is your Google Analytics.
Google Analytics is a “web analytics service offered by Google that tracks and reports website traffic” (Google, 2019). Using Analytics, a dealer is able to follow the ROI of their search and digital marketing campaigns, hold 3rd party vendors accountable to junk traffic, and can even tell the exact search queries capturing phone calls to the dealership.
Nearly every site has one Google Analytics code, sometimes even multiple. However, the issue begins when switching providers. Oftentimes, the dealer will realize they don’t have access to their proprietary data. Many nefarious providers will maintain ownership of the Google Analytics account, limiting your access to year-over-year comparisons.
We all want to do better than last year, or the year prior to that. To ensure that the dealership is heading the right way, keep the same Google Analytics account across new website platforms or marketing providers. Doing this will allow you to compare costs, overall traffic, user engagement, and so much more. You can compare the performance of a Dealer eProcess website against anyone else and see why our platform outperforms.
Having the complete picture of data will allow you to make informed decisions about what is best for business. Not every provider is honest about the quality of services they provide to your business, so find one that is. At Dealer eProcess, everything we do is transparent and open.
Keep ownership of your Google Analytics and stay on top of your competition with the ability to benchmark your website and digital marketing.
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Questions about Dealer eProcess and our award-winning frictionless solutions, contact us today.