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[USER=545]@Rick Buffkin[/USER] I agree completely that a dealer can't put all their marketing eggs in one basket!


My issue is with Google touting the 'benefits'; i.g. "which campaigns and devices drive the most store visits" and "understand your return on investment (ROI)". All this will tell you is that, at one point in time, a consumer clicked on an AdWord and at some later point they visited your location. It will NOT tell you what "drove" the customer to your store. To do that, you have to measure influence, and Google Analytics doesn't do a very good job at that.


My sense is that this a shiny object that Google is dangling in front of dealers. Yes, look at the metric, but don't give it very much weight.