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I have to agree with Alex...

 

In todays market with so many sources that affect a customer decision to visit your website, you have to realize that your statistics will not be perfect.  We use Omniture as well as Google Analytics and Conversion code to track our visitors.  We also create custom landing pages and phone numbers to help drill down the results.  While this does take some time to do, we feel as though it is well worth it to manage what is working and what is not.

 

Lastly we also try and do manager exit meeting/thank you for theri purchase where we ask them what brought them into the dealership.  If they say internet we then drill down further to find out what site.  If we miss the interview then our Customer Service Mangager asks them during her sold follow up call.  Once again, sounds like alot of work but in the end is worth it.  Even with all that we are still not perfect!

 

Keep trying till you find a process that works for you and your dealership!