Attribution in Automotive Marketing

The days of car shoppers finding one advertisement in the newspaper or on TV are far behind us.

Not only has Covid-19 affected today’s car shopper, we are now (and have been) living in a digital world!

The chance your most recent buyer saw one ad before making their purchase, is extremely rare.

Customers spend hours researching their next car purchase before sending in an inquiry.

If they’re spending hours researching – do you think they are looking at the same listing on AutoTrader over and over again?

The car buying process is a journey and your potential buyer is interacting with a lot of ‘characters’ along the way – these characters people channels!

What channels?

Every channel!

Facebook, Instagram,, Car Gurus, AutoTrader, Edmunds, your website, your competitor’s website, retargeted ads, organic posts…

Every single channel a customer interacts with counts as a touch-point; every touch-point is valuable because it is another step towards the sale!

This is why marketing attribution is so important!

It all comes down to better understanding which campaigns and strategies are getting your customers to convert … not only that but, you’ll be able to see which advertising sources are giving you biggest return!

Review your last month’s sales and how those closed leads are sourced.

The more data you have the better you’ll understand where your most traffic is coming from.

And remember, your customer’s journey is never as simple as point A to point B … there are many pit stops and it’s you and your marketing teams job to find out which pit stops seal the deal!

Why Your Marketing Department Needs A Single Source Of Truth

As a sales manager, your number one priority – day in and day out – is moving inventory!

You’re busy overseeing sales people, speaking with customers and of course keeping a close eye on this month’s sales trend.

We get it!

It’s been recently reported that new car sales are trending up even during this pandemic.

Keep the momentum going!

We also get why whenever your marketing manager wants to meet about the pros and cons of their recent marketing efforts, you’re too preoccupied thinking about what’s happening on your sales floor.

And maybe when you do meet with your marketing manager, the metrics they’re providing do not match with yours … while you are pushing inventory with your sales staff, your marketing manager is collecting as much (and sometimes too much) data as possible to show what’s working versus not working.

On top of keeping track of website traffic, your marketing manager is also keeping tabs on how many leads you get from 3rd party vendors and out of those leads, how many are a closed deal, etc.

Well that sounds pretty self explanatory, right?

Why not check the CRM?

Sure. But what about the two extra leads Auto Trader claims you received this month that did not show up in your CRM?

This is why having a single source of truth is a priority!

A single source of truth is one location where data from every marketing channel is available; nonetheless, it’s a up to date dashboard for marketing!

Once all the important metrics are available on one dashboard, your marketing manager will be able to provide you one coherent report on your marketing efforts!

Instead of checking different reports from different sources, it’s more efficient for your marketing manager to have all the necessary metrics available in one location.

Once your marketing manager has found their single source of truth, meetings with you will be much more efficient!

You’ll look forward to seeing their reports on ROI as opposed to looking at a report and thinking… R O… Why?