LOL...it should be 26 leads a month (165 * 16%)....but you guys get the point. This is one dealer. I have a couple more than show similar stats.
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- Thread starter joe.pistell
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Drew,
If every dealer had a good CRM system, analytics that tracked form conversions by referrers on their website, and incentivized their staff to interview for the proper ad source this whole article would be pointless. That is where this all came from.
If we want to start pointing fingers...
Yes, it is really the dealer's lack of awareness that he should be looking at this stuff that creates this situation. Yes, it is the vendor's faulty providing of the right tracking metrics that creates this situation. Yes, it is Autotrader & Cars.com's pricing and non-transparency that has added to this situation.
However...
It sounds like Autotrader is finally adding "BOB" (Big Orange Button) to help alleviate some of this. I bet Cars.com will not be far behind.
If every dealer had a good CRM system, analytics that tracked form conversions by referrers on their website, and incentivized their staff to interview for the proper ad source this whole article would be pointless. That is where this all came from.
If we want to start pointing fingers...
Yes, it is really the dealer's lack of awareness that he should be looking at this stuff that creates this situation. Yes, it is the vendor's faulty providing of the right tracking metrics that creates this situation. Yes, it is Autotrader & Cars.com's pricing and non-transparency that has added to this situation.
However...
It sounds like Autotrader is finally adding "BOB" (Big Orange Button) to help alleviate some of this. I bet Cars.com will not be far behind.
- Apr 26, 2009
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Alex
That idea of clear links back to the dealer's website...mmmmm...that's sounds so much like the AAN?
That idea of clear links back to the dealer's website...mmmmm...that's sounds so much like the AAN?
@alex - Ya, I was actually happy to hear about "BOB", esp with some of the dealer analytics I see....if this one dealer is already getting 165 clicks/visits a month from ATC...imagine now with BOB!
The problem will then become trying to explain why Autotrader's BOB reports shows so many more customers clicking to the dealer website than the dealer website analytics show are actually coming from Autotrader.
I had to learn about click report differences at Checkered Flag years ago. Talking about security preferences, firewalls, ghost browsers, and proxies is always a fun conversation with someone who could care less about that stuff.
Maybe Autotrader will get smart and talk to the major dealership web hosting companies about finding a way to make the numbers match better. If they don't do that, we're all going to be stressed around BOB within 30 days of its launch.
I had to learn about click report differences at Checkered Flag years ago. Talking about security preferences, firewalls, ghost browsers, and proxies is always a fun conversation with someone who could care less about that stuff.
Maybe Autotrader will get smart and talk to the major dealership web hosting companies about finding a way to make the numbers match better. If they don't do that, we're all going to be stressed around BOB within 30 days of its launch.
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I sat through an early introduction of BOB with AutoTrader and it was clear they added this feature for a reason. Through consumer behavioral tracking it was clear the customer was visiting the dealership website anyways so why not make it easier for the consumer to do what they are going to do. Plus is a traceable wil for AutoTrader.com
Man - I think you are missing the forest and focusing on one tree. I could care less about a 1-2% variance. ATC for last month shows 169 clicks, we show 165...pretty close IMO. K.I.S.S...don’t make it harder than it actually is or should be. I would rather ATC focus on getting my dealers customers, rather than talking to web hosting companies.
Drew - you're looking at 1 dealership's reports and making some HUGE generalizations from that.
Yes - the reference 165 is one dealer. However - I am looking at 5 -- 3 on Dealer.com and 2 on Cobalt- all with similar variances.
I bring this up because Checkered Flag sits in a market with over 100,000 people in that market surfing from behind some significant security (Navy, Army, Marines, Contractors, etc). Anytime we compared clicks between reports there were massive discrepancies.
I don't know where your 5 dealers are that you're looking at Drew, but I agree it is good to see Autotrader making this change.
I don't know where your 5 dealers are that you're looking at Drew, but I agree it is good to see Autotrader making this change.
