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I hear you.  But these days, I have a hard time simply equating LEADS and ILM to Sales as the only cost factors.  Any more than I can put a cost factor on newspaper or broadcast advertising per sale.

This is a timely topic.  Just today I received the results of a survey (our sold clients) that told us that 2 out of 3 of the respondents 1st contact with the dealership was via walk-in (no call, text, or email), despite 54% who reported shopping the internet prior to purchase.

I really think people are looking, researching, evaluating, etc., and not contacting us.  I mean, we hope they are, right?  We put an awful lot of effort into pictures and descriptions and merchandising, et al!

There was another discussion I read not too long ago... OH WAIT -- that was a Larry Bruce discussion on the blog a while back.  They were talking about measuring SERP's and VDP's against costs for a truer analytic.  I think there's some merit to that.