Digital Dealer - August 2017 - 34

By Tracie Costabile
COO, Dealer Analytics

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

Data Drives Dollars

Google Analytics Is Your Key to Finding Serious Shoppers
You want to sell more
cars. You're confident
you've covered all the
bases - radio, TV, print,
digital, and a well-stocked
lot that dazzles like a
bicentennial celebration.
But you're not selling
more cars. Where are
you going wrong? Who
holds the elusive last
piece to your selling
puzzle? The short
answer? Google.
Google automatically
records a huge variety of
data on every click that
makes it to your website.
But which data is helpful
in targeting potential
buyers, and where can
you find it?
CITIES

Let's say you want to
send out some promotional mailers.
Knowing how to find
the data that will tell you
exactly where your engaged and high-converting traffic is coming from
will give you the ability to
microtarget your advertising efforts like never
before.
The most representative source of traffic to
your website is Google
Organic. Navigate to your
main reporting page in
your Analytics. (Acquisition > All Traffic > Source
Medium) Ideally you
should use a View that is
already set up with some
Goals that matter to you.
34

AUGUST 2017

AS EINSTEIN ONCE SAID, 'KNOW
WHERE TO FIND THE INFORMATION
AND KNOW HOW TO USE IT - THAT'S
THE SECRET OF SUCCESS.'
Lead form submission
Goals are an especially
valuable metric. If you're
not sure how to set up
Goals, reach out to your
high performing vendors.
Many offer free Goal setup. Single out Google's
traffic by clicking on their
name. Just above the first
column is a drop-down
menu called, "Secondary
Dimension."
Secondary Dimension
is your new best friend!
Suppose you want your
mailer to cover towns A,

D I G I TA L D E A L E R . C O M

B, C and D which encircle
your dealership. Before
you spend that money,
take a peek into your
Analytics. You may find
that cities B and C are
your highest converters,
whereas A and D are not
even a blip on your radar
screen. Using this data,
you can save 50% on the
cost of those mailers by
only sending them to the
cities that have shoppers
who are more likely to engage your site and fill out
a lead form. Another op-

tion would be to spend
the whole amount and
double up on coverage
in the high-converting
cities.
To find this data, click
on Secondary Dimension and in the search
box type "City." When
you see "City" as an
option, click on it. Your
Google Organic traffic
is now displayed using
the areas from where
the clicks originated, in
descending order by
volume. You can rate
the quality of the traffic
using whatever metrics
or KPIs are most important to you - time on
site, pages per session,
bounce rate, conversion
rate, etc.
Utilizing this data will
keep you from spending
your precious marketing
dollars in areas that
aren't interested in what
you have to offer. You
may even discover a
high-converting city
that you had never
considered marketing to
before. Bonus!
MOBILE

Let's say you want to
run a contest and are
not sure what to offer as
a prize.
Continuing with
your Google Organic
traffic, use your new
best friend Secondary
Dimension, and choose
"Mobile device brand-
http://www.DIGITALDEALER.COM
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