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We try to ask customers which websites they visited.  Most of the time, customers can tell me which site led them to the dealership.  They can also tell me other sites that they may have visited.  What they CAN'T tell me is that they saw my car on all 3 sites that they visited.  Many times, they tell me about visiting sites that my cars are not listed on.


I believe that this is the reason so many dealerships give a great deal of credit to the last touch point.  I realize that this may not be the right way to assign responsibility, but often times it is the only way that I can justify.