Hey everyone, I’m curious how much other dealers are currently paying for leads from third-party sites like Autotrader, Cars.com, etc. What’s the typical range per VIN specific lead these days?
The adage of $20 per lead remains a decent benchmark. Although most providers don't charge this way, you can calculate your lead charge by dividing your flat spend by the number of leads received. I think most dealers like to calculate ROI instead.