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So we had 5,172 unique "shoppers" submit 1,152 "deals" through DR. My reporting above is for first contact  so the difference in lead volume is most likely the customers using DR as lead #2 which my CRM would not give sale credit to or count in source reporting.

Out of 1,152 only 36 did the full shebang which I take to mean as not a shortcoming of the technology but as a customers not actually wanting to complete the whole transaction online.

Another number that boggles the mind (what seems to me anyway) relatively low lead to engagement and engagement to visit %. You as a customer just input your trade-in and calculated payments THEN filled out the contact form and you still wont return my call, text, or open the video we sent you? Could it be our delivery, strong possibility but that does not explain why only 26% of the people we actually do have conversation with even visit the store.

open to outside input on that one.