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Drop in Referral traffic from Ford.com to DDC Websites?

georgenenni

Refresher
Apr 13, 2012
113
83
28
Middletown Ohio
First Name
George
Has anyone seen a sharp decrease in referral traffic from Ford.com to Dealer.com websites? I have a Ford dealer I'm working with who was averaging 78 referrals from Ford.com. In November this sharply dropped to 5 referrals, and in December they only received 2. I'm not seeing any corresponding increase in Direct traffic, and on Ford.com the links and functionality look intact. A potential cause could be that their Dealer.com website is not secure (meaning it doesn't start with https://). Sometimes referral traffic doesn't get counted in Google Analytics if the referral goes from a secure site to a non-secure site. That being said, they get referral traffic from CarGurus.com and others who are secure sites. Any Ford dealers out there who also have a Dealer.com site, who are seeing the drop off in referral traffic?

Thanks for the help!
 
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Ryan Everson

Sr. Refresher
Mar 21, 2012
326
364
93
Flint, MI
First Name
Ryan
Has anyone seen a sharp decrease in referral traffic from Ford.com to Dealer.com websites? I have a Ford dealer I'm working with who was averaging 78 referrals from Ford.com. In November this sharply dropped to 5 referrals, and in December they only received 2. I'm not seeing any corresponding increase in Direct traffic, and on Ford.com the links and functionality look intact. A potential cause could be that their Dealer.com website is not secure (meaning it doesn't start with https://). Sometimes referral traffic doesn't get counted in Google Analytics if the referral goes from a secure site to a non-secure site. That being said, they get referral traffic from CarGurus.com and others who are secure sites. Any Ford dealers out there who also have a Dealer.com site, who are seeing the drop off in referral traffic?

Thanks for the help!
Hey George yes we've seen the exact same thing, we're still getting the traffic but it's lumped into "Direct" traffic now.

The reason other secure sites like CarGurus are still showing up is because they properly use UTM tags to pass referral data.
 
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georgenenni

Refresher
Apr 13, 2012
113
83
28
Middletown Ohio
First Name
George
Hey George yes we've seen the exact same thing, we're still getting the traffic but it's lumped into "Direct" traffic now.

The reason other secure sites like CarGurus are still showing up is because they properly use UTM tags to pass referral data.
Thanks Ryan! Heard from Ford this morning that they recognize they may have created an issue, have heard from many dealers, and are working to fix it. Appreciate the help. -George
 
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Ryan Everson

Sr. Refresher
Mar 21, 2012
326
364
93
Flint, MI
First Name
Ryan
Thanks Ryan! Heard from Ford this morning that they recognize they may have created an issue, have heard from many dealers, and are working to fix it. Appreciate the help. -George
No problem!

I'm still reeling in disappoint of FordDirect's recent website vendor selection. In my opinion, there were so many other better options (like Dealer Inspire) out there than Jazel and CDK.
 
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AdamMurray

Refresher
Sep 4, 2015
110
83
28
San Antonio, TX
First Name
Adam
No problem!

I'm still reeling in disappoint of FordDirect's recent website vendor selection. In my opinion, there were so many other better options (like Dealer Inspire) out there than Jazel and CDK.
That surprised me as well. Maybe DI passed on the RFP due to all of their other OEM programs?
 
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Alexander Lau

Sr. Refresher
Feb 11, 2015
2,411
720
113
Mars, PA
First Name
Alex
No problem!

I'm still reeling in disappoint of FordDirect's recent website vendor selection. In my opinion, there were so many other better options (like Dealer Inspire) out there than Jazel and CDK.
Precisely, I had remarked on those same choices. Something seems off there.
 

craigh

Super Moderator
May 19, 2011
1,684
1,114
114
Ontario, Canada
First Name
Craig
Precisely, I had remarked on those same choices. Something seems off there.
In Canada they picked 1 vendor and made it optional to use the site, but not optional to pay for it.
Every Ford dealer in Canada had to pay into the new Digital Marketing program, which had a 2-3 year contract with the vendor.
Before the first year was up it fell apart and they had to rescind the mandatory payment requirement because it wasn't working.

Be thankful you have more than 1 choice.
 
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