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Jeff, I also track the average cost per VDP and I pretty much hover $.10 above and below the $1 mark with AutoTrader. This pretty much breaks it down into a pay-per-click model, which is great to see. Another metric that is useful to look at is average clicks per car (#VDP's / # of units in inventory). This can help to determine how tuned in to the market your inventory is or if your huge inventory is the reason for the # of VDP's. My AutoTrader rep says that the top performing dealers average anywhere from 50 to 75 clicks per car.My question is, do you base your ROI measurements for ATC & Cars off of strictly phone ups and email leads (trackable's), or do you include walk-ins as well and trust the sourcing was accurate? (We base it off of phone,email & walk-in, I'm just trying to get a feel for what everyone else does)
Jeff, I also track the average cost per VDP and I pretty much hover $.10 above and below the $1 mark with AutoTrader. This pretty much breaks it down into a pay-per-click model, which is great to see. Another metric that is useful to look at is average clicks per car (#VDP's / # of units in inventory). This can help to determine how tuned in to the market your inventory is or if your huge inventory is the reason for the # of VDP's. My AutoTrader rep says that the top performing dealers average anywhere from 50 to 75 clicks per car.
My question is, do you base your ROI measurements for ATC & Cars off of strictly phone ups and email leads (trackable's), or do you include walk-ins as well and trust the sourcing was accurate? (We base it off of phone,email & walk-in, I'm just trying to get a feel for what everyone else does)
