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When I threaten to pull out of Autotrader, they wacked a grand off the monthly fee for three months and performed a sold sourcing study. Which proved we weren't selling cars from autotrader traffic, including showroom traffic. Which should be included in the ROI. correctly sourcing showroom traffic is more important than tracking anything else. Second most important is tracking the radio station that was being listened to on the trade when do the appraisal.