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ahh, IDK if you can trust that at least fully!  Sometimes we hear the shopper say they saw a dealers commercial or on the radio when the dealership never ran TV or Radio.  It's almost like the Nielsen diaries!  I think it's useful information...another question we like to pose is "how many times did you visit my site before coming in".  And that is pretty interesting where most visited the site 7x or more.  Honestly, my belief is they do so much research when buying a car, that it becomes one big blur!