4: First party leads from the website continues to be #1. It's never changed.
The "traffic" coming from Social sites are the #1 referrals.
@Jeff Kershner but were some of your "first-party" website leads generated via Facebook or Google Ads? Most likely.
You may know
how many website leads were generated from your Facebook and Google Ads, but you don't know
which website leads were generated from Facebook or Google Ads.
Many CRM's outside automotive are able to store a user's UTM source / medium / campaign that generated the lead (sometimes last-click, first-click, or multi-touch).
This then allows a business to report on lead performance by specific traffic sources or campaigns, not just the overall website lead source.
Imagine if you could break out your website lead CRM performance by Google Ads, Facebook Ads, Google Business Profile, etc.
For example:
| Lead Source | Campaign Source / Medium | Campaign | Leads | Appts | Sales | Gross |
| Dealer Inspire - Check Availability | google business profile / organic | Main GBP | 80 | 26 | 4 | $15,000 |
| Dealer Inspire - Check Availability | facebook / cpc | Used Car Dynamic | 24 | 4 | 1 | $1,500 |
| Dealer Inspire - Check Availability | google / cpc | Vehicle Listing Ads | 18 | 6 | 2 | $5,000 |
It would really allow you to know where to best spend your ad dollars, instead of looking at the blended average of all traffic sources for a website lead source like most dealers do today:
| Lead Source | Leads | Appts | Sales | Gross |
| Dealer Inspire - Check Availability | 122 | 36 | 7 | $21,500 |
Another example of how automotive CRM's and vendors are behind the times! Which ultimately leads to wasted advertising dollars...
