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Yes!  If there is one thing that I sooooo wish I could help dealers understand is that virtually all the traditional digital measurements are wrong.  Chasing leads = wrong.  Thinking the last click earned the sale = wrong.  Just because it is the easiest thing to track doesn't make it right.

Unfortunately, there are few ways to track all the influences a consumer had before coming into your showroom or service lane.  But a dose of faith and common sense can go a long way.  I know that is not a kosher answer in this day and age, but I guarantee that if your main website goal is lead conversion then you're only doing okay because all of your competitors are too.  If you stop doing all marketing that doesn't have some sort of click attribution then you're surviving on your location and reputation. 

Sometimes it is better to think about the consumer's journey in buying things without wheels.  How does a shopper buy a TV?  What about a utilitarian device that people operate daily, but know nothing about how it works:  a refrigerator.  Think about how you would research a purchase that you're not an expert at and then assume this is the same way one of your customers is conditioned to figure out their next car purchase.