To put this in the right context, I pulled the entire bullet point from the post with the most important point in bold italics: "Ask your vendor to tell you how many cars you sold last month from your SEM efforts and which keywords drove those sales. (When your PPC provider properly sets up Google Analytics tracking and your Google Search Console – and perhaps even adds some high-converting landing pages – they should be able to help you get much of this information.)" Perhaps that helps. Not sure what you're looking for beyond what I wrote. I didn't say they could pinpoint every single sale driven by PPC and Display - nor did I mean that. However, if they cannot show any calls, leads, chats and texts derived from PPC and Display clicks that ultimately ended in a sale, you have an issue. Certainly - and any smart dealer who is measuring knows this - there are going to be lots of buyers who never submit a lead or call (yet, they visited your website). The reporting from an honest SEM vendor (couple with Google Analytics and your CRM and even a little attribution modeling) will give you a very good picture of what is happening. That said, most dealers aren't at the "leads and sales" level - that is, they're not using the very basic measurements to determine a digital marketing source's ROI. Unfortunately, the nature of a blog post - versus a textbook - is that it's not possible to cover every point thoroughly. At 1,800+ words, this post was already twice as long as what most people will read.