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It seemed like they were never wanting an apples to apples comparison by tweaking their versions of data. Cargurus SRPs counted everything that loaded "below the fold" even if the scroll never made it to someone's eyes so they had more SRPs but lower SRP/VDP rates. AutoTrader used to run any metric that had to do with "per vehicle" (like VDP per) using average daily inventory counts as the denominator whereas Cars.com used the total syndicated unique VIN count in that same range. So AutoTrader used to always come to the table with "we provide more VDPs per vehicle". Earlier than that Cars.com and AutoTrader had different SRP CTAs and information shown in the SRP view so shoppers had to click through the SRP into the VDP to get the same information as the competitor driving up conversion and VDP views.Are they still doing any of this now? I'm somewhat removed from monitoring this in my stores in the last few years in my current role. I do recall spending time with Cargurus VP of Dealer Product, Andrew Grochal, in '20 and at the time and he was very responsive to some changes on the dashboard and reporting. I think I got the 13th month on the dashboard and SRP views to show above the fold during the meetings we had.
It seemed like they were never wanting an apples to apples comparison by tweaking their versions of data. Cargurus SRPs counted everything that loaded "below the fold" even if the scroll never made it to someone's eyes so they had more SRPs but lower SRP/VDP rates. AutoTrader used to run any metric that had to do with "per vehicle" (like VDP per) using average daily inventory counts as the denominator whereas Cars.com used the total syndicated unique VIN count in that same range. So AutoTrader used to always come to the table with "we provide more VDPs per vehicle". Earlier than that Cars.com and AutoTrader had different SRP CTAs and information shown in the SRP view so shoppers had to click through the SRP into the VDP to get the same information as the competitor driving up conversion and VDP views.
Are they still doing any of this now? I'm somewhat removed from monitoring this in my stores in the last few years in my current role. I do recall spending time with Cargurus VP of Dealer Product, Andrew Grochal, in '20 and at the time and he was very responsive to some changes on the dashboard and reporting. I think I got the 13th month on the dashboard and SRP views to show above the fold during the meetings we had.
