Digital Dealer - February 2020 - 27

DEFY GRAVITY
APR I L 6 -8 20 2 0 | ORL ANDO, F L

What are "events?" They are interactions
with content from website visitors that
need to be measured differently compared with web-page loading. Examples
of events you could track would include
video plays, chat engagements, or photo
carousel scrolling. A website tool provider would put code on the dealer website
that would "ﬁre" these Events for various
activities. This allows Google Analytics to
track the activity in a very granular way.
For instance, a chat tool could ﬁre events
whenever the chat tool is engaged, and

Go to Google

B Analytics and

choose the
Behavior menu.
From the

C Behavior menu,

when the chat is complete. Similarly, a
trade-in tool would ﬁre events for the
tool being clicked on, when the vehicle is
chosen for valuation, and ﬁnally, if a lead
is submitted.
These events allow tracking at every
stage of the process so that dealers can
measure critical success metrics for these
tools such as lead-to-visitor ratio, tool
engagement percentage, and tool abandon ratio. In short, when these tools ﬁre
events in GA, their performance is made
fully transparent to the dealership.

" Events allow
tracking at
every stage of
the process so
that dealers can
measure critical
success metrics. "

choose Events,
then Top
Events.
Scroll through

D the list and

ﬁnd the
corresponding
events from
your website
tool provider(s).

My strong advice to dealers is not to
consider any website plug-in tool that
does not support Google Analytics Events
tracking. Today there are too many
competing solutions that fully support
GA Event tracking, tools such as CarNow,
TradePending, Dealer Science, Edmunds,
and others.
To submit article feedback, questions or topic
suggestions, email magazine@digitaldealer.com

February 2020

George Nenni
Presents "A
Proven Framework
to Measure ROI"
Around 50% of a dealer's ad
budget is spent on third-party
classifieds websites, designed to
drive store visits, website traffic,
and leads for a dealership -- making hird-party classifieds one of
the largest expense categories for
automotive digital marketing.
Ensuring success of your third
party classifieds, requires having
a framework in place to evaluate
your investment and know which
providers work best for your market and inventory.
During "A Proven Framework for
Auditing Third-Party Classifieds"
at Digital Dealer Orlando, George
Nenni will share insight on how to
quickly identify if you're overspending and also walk through
how to aggregate data from
classifieds sites into a consolidated
dashboard to effectively measure
your investment.

Key takeaways

 Success metrics and benchmarks to look at when analyzing third-party classified site
performance
 How to easily consolidate the
reporting data from the classifieds sites into a dashboard
that will help you compare your
effectiveness
 How to use Google Analytics to
not only measure the referral
traffic that classifieds sites send
to your website, but also to
measure assisted attribution as
well as last-click attribution
Join us April 6-8, 2020 at the Rosen
Shingle Creek in Orlando, FL for more
than 100 sessions, actionable keynotes,
130+ exhibiting auto retail solutions,
networking opportunities, and more.
For more event details, please visit
digitaldealer.com.

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Digital Dealer - February 2020

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