We don't. If we did, maybe we could hire Cars.com or Autotrader to be our Dealer Nanny. (might have to check to see if
www.DealerNanny.com is available)
We are hands on with our newspaper, TV and Radio ads... in fact they are mostly my hands. And yes we do have daily third party surveys asking our customers and prospects sourcing questions so we do look at ROI for traditional advertising.
Point is, we pay the advertising source, be it TV, radio, newspaper or internet. We use Google display advertising, but Google doesn't come to us and say "you aren't following up with the prospects we send you so we must punish you by referring your customers to your competitor's ads that we also happen to display on our network".
Because that is not their job.
Their job is to advertise our message on their medium.