Website Metrics
Have questions or want to know more?
TIME ON SITE
The pages that users most often visit on your website.
Google Analytics considers a visitor to have interacted with your site if they visit at least one other page. Typically, the lower the bounce rate, the better. A high bounce rate might indicate changes to your website are necessary. For example, if your homepage is the gateway to the rest of your site (i.e. VDPs, reviews, etc.) and a high percentage of people are viewing only your homepage, then you may need to develop more relevant content to engage visitors.
METRIC TIP
SOCIAL MEDIA METRICS
With this metric, you can measure your competitors’ impact just as easily as you can measure your own.
METRIC TIP
The number of unique people who have seen your content—organic or paid.
An individual that has expressed interest in one of your vehicles by sharing contact information, such as an email address or phone number.
SOCIAL MEDIA METRICS
Popup forms are another way to learn
how engaged your audience is.
Analyzing your close rate puts you another step closer to looking at your return on investment from third party providers. Measuring your close rate, cost per lead and cost per acquisition by provider gives you a holistic view of which third-party sites are contributing the most to your bottom line.
Whether you promote your brand to a targeted audience via paid social media tactics like sponsored content and advertising, or you let your content travel across social networks organically, you must analyze your social media marketing to understand its impact. While terms can vary across different platforms like Facebook, Twitter, and LinkedIn, these are the most important:
# of people who opted out of receiving future emails from your dealership
THIRD-PARTY METRICS
CONNECTIONS
UNSUBSCRIBE RATE
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METRIC TIP
EMAIL METRICS
GOALS
All the times a shopper engages with your brand and your cars as they’re shopping.
TIME ON SITE
1
=
SHARE OF VOICE (SOV)
Used Cars
The number of visitors to your website.
To gauge the effectiveness of your partnerships with third-party lead providers, analyzing these key metrics is crucial:
WEBSITE METRICS
WEBSITE METRICS
Your bounce rate is directly related
to the quality of your subscriber list.
EMAIL METRICS
WEBSITE METRICS
LEAD
average open rate for the Automotive Industry
METRIC TIP
Homepage
The pages that users most often visit on your website.
METRIC TIP
CONNECTIONS
For questions about tracking your metrics, or to learn how your dealership can increase connections and drive leads with CarGurus, call (855) 841-6332, or fill out the form below.
Third-Party Provider Metrics
The total number of times your content has been seen, whether it’s been clicked or not.
When set up correctly, goals track how well your website is meeting objectives that contribute to the success of your business.
Important Analytics Terminology
Analytics help you understand how your efforts to market and sell vehicles are impacting your dealership’s bottom line by answering questions like: is your dealership seeing a positive return on investment (ROI) from marketing campaigns? Are your customers converting? What tactics are working best to bring in new customers?
The number of user interactions (clicks, likes, comments, and shares) with your content divided by the total number of people who viewed your content.
Total marketing dollars spent with a given provider divided by number of customers acquired from that provider.
Analytics help you derive insights from your data that will allow you to make smarter, real-time decisions and test new strategies to maximize the performance of your various marketing channels. By using analytics, your dealership can be more efficient and minimize wasted marketing spend. Without analytics, it’s impossible to compete in today’s digital world.
REACH
Set up Google Analytics
This metric tells you how much your dealership pays in order to acquire a paying customer, not just a lead.
REACH
Collecting data is easy. Understanding data—and how to use it—is not.
That’s where analytics come in.
COST PER LEAD (CPL)
Depending on the platform, this may be a set cost per lead, or it could be a subscription fee divided by the number of leads driven by that channel.
Dealer Resource Centre
TRAFFIC VOLUME
Typically displayed as an average, the number of pages viewed on your website during each session.
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At 0.35%, the Automotive Industry has a better engagement rate than the average of 0.21% across all industries.
average click through rate for the Automotive Industry
Next: Add tracking pixel to your site
OPEN RATE
METRIC TIP
Social Media Metrics
YOU
8.1%
2
WEBSITE METRICS
When set up correctly, goals track how well your website is meeting objectives that contribute to the success of your business.
METRIC TIP
Competitor(s)
3
An individual that has expressed interest in one of your vehicles by sharing contact information, such as an email address or phone number.
BOUNCE RATE
With analytics, you can look at all these metrics together to calculate your return on investment (ROI) and see just how efficient your marketing spend really is. Analytics are easy to set up, and the benefits are many—data-based information to help you make educated decisions, cost efficiency, and a competitive advantage.
Also referred to as pages per session, this metric is a leading indicator of consumer engagement with your site. Easy-to-navigate websites see an increase in the number of pages viewed.
METRIC TIP
Understanding the Metrics that Matter Most
total # of emails opened
The average amount of time in minutes and seconds visitors have spent on your website.
From measuring your email campaigns and website data, to tracking the performance of third-party providers and social media marketing, you can collect data at every point of a car shopper’s journey.
TOP PAGES
Website Metrics
CONVERSION RATE
TRAFFIC VOLUME
On their own, impressions don’t give the full picture of how your social media marketing is performing.
COST PER LEAD (CPL)
total # of emails sent
SOCIAL MEDIA METRICS
THIRD-PARTY METRICS
By tracking the following metrics, you will be able to better understand who your audience is, and, more importantly, how they use your website to find what they’re looking for:
# of emails that were not delivered successfully
THIRD-PARTY METRICS
To figure out if your emails and campaigns are actually driving the results you want, pay attention to these four metrics:
EMAIL METRICS
1
Traffic can come from a variety of sources, including organic, referral, social, and direct. Organic traffic, traffic that comes to your website from free search results, makes up the majority of most organizations’ traffic, but traffic can also come from paid sources like ads. In general, your traffic numbers are a good indication of if your website is growing, stagnating, or declining.
BOUNCE RATE
How much of the total social conversation in your industry (or your area) is about your brand, compared to your competitors.
METRIC TIP
total # of emails sent
IMPRESSIONS
EMAIL METRICS
All the times a shopper engages with your brand and your cars as they’re shopping.
A goal in Google Analytics measures completed activities or conversions. Examples of goals include lead form submissions, clicks on store directions, and more.
Important Analytics Terminology
The total number of times your content has been seen, whether it’s been clicked or not.
Contact Us
COST PER ACQUISITION (CPA)
The number of people who come to your website and immediately leave without interacting further with your site, divided by the total number of visitors.
ENGAGEMENT RATE
The average amount of time in minutes and seconds visitors have spent on your website.
SOCIAL MEDIA METRICS
The number of user interactions (clicks, likes, comments, and shares) with your content divided by the total number of people who viewed your content.
COMPETITOR
Reach alone does not tell you everything, but it becomes a powerful metric when compared to other engagement metrics.
Fill out this form to continue learning about the
metrics that matter most for your business.
Measure how your lead volume is changing over time from each source.
IMPRESSIONS
TOP PAGES
METRIC TIP
Learn More
LEAD
This data is important because it allows you to see which pages are attracting visitors. Consider highlighting these pages in your advertising to further increase conversions.
Email Metrics
How much of the total social conversation in your industry (or your area) is about your brand, compared to your competitors.
PAGE VIEWS
Typically displayed as an average, the number of pages viewed on your website during each session.
After a consumer makes a purchase, remove them from email communication lists that are no longer relevant to their needs. This avoids spamming people, and keeps them in your database for upcoming service or future purchases.
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WEBSITE METRICS
30%
Each connection is a step towards a purchase and an opportunity to engage with the shopper—so they all deserve attention. Besides phone and email leads, you should measure text leads, VDP views, map views, and website clicks.
METRIC TIP
CLOSE RATE
METRIC TIP
ENGAGEMENT RATE
THIRD-PARTY PROVIDER METRICS
EMAIL METRICS
SOCIAL MEDIA METRICS
total # of people who received your email
The number of people who come to your website and immediately leave without interacting further with your site, divided by the total number of visitors.
Helpful resources to get started.
Total marketing dollars spent divided by number of leads received.
Total marketing dollars spent with a given provider divided by number of customers acquired from that provider.
# of people who open/viewed your email
THIRD-PARTY METRICS
CLOSE RATE
You
Total marketing dollars spent divided by number of leads received.
BOUNCE RATE
METRIC TIP
The number of visitors to your website that complete a goal, such as lead form submissions or clicks on store directions, divided by the total number of visitors.
GOALS
Time on site can be a strong indicator of campaign performance and customer interest. The longer consumers spend on the site the more engaged they are with your content. This is an important engagement metric that should be looked at in conjunction with traffic volume.
CLICK THROUGH RATE (CTR)
Third-Party Provider Metrics
METRIC TIP
Here’s a look at the metrics that matter most.
The number of sales that have resulted from a third-party lead provider divided by the total number of leads from the same lead provider.
What questions can analytics help answer?
COST PER ACQUISITION (CPA)
Why are analytics important for your dealership?
SHARE OF VOICE (SOV)
The number of unique people who have seen your content—organic or paid.
The number of sales that have resulted from a third-party lead provider divided by the total number of leads from the same lead provider.
References
1-https://www.benchmarkemail.com/resources/manuals/automotive-dealerships/open-rates-by-industry
2-https://www.regalcreative.com/blog/marketing-metrics-quick-reference-guide
3-https://www.quintly.com/blog/2017/08/average-interaction-rate-facebook-industry-insights
METRIC TIP
# of people who clicked a link in your email
PAGE VIEWS
MONTH
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Automotive Industry
engagement rate
Learn more about setting up your analytics account.
Coming Soon
Dealer Resource Centre
The number of visitors to your website.
.35%