When it comes to most dealers’ lists of “things I love to do at work,” checking analytics is probably pretty far down the rankings.
But, as a recent report from 9clouds titled “2016 State of Automotive Marketing,” those who keep tabs on their data more regularly may see greater increases in ROI.
The study found that over 60% of the dealers surveyed check their web analytics at least three times each week. Of those frequent checkers, thirty percent saw an increase in ROI from 2014. And, they were 3.5 times more likely to see higher ROI than those who don’t track as closely.
As for the dealers who check analytics two times a week or fewer? The majority reported ROI that was unchanged or similar.
So, it’s easy to conclude that more diligent monitoring and reporting is one secret to higher ROI. Logic dictates that, if you don’t have detail on what’s working - and what’s not - you can’t make effective, timely adjustments.
But dealers have plenty of things on their to-do lists, and checking web analytics can be a hassle. The LotLinx VINvertising™ dashboard can make it simpler. The dashboard will quickly reveal how people are engaging, and provide detailed insights on the quality of the traffic you’re receiving. It’s free, and easy to implement. Just log into your Google Analytics account, and add it to your views.
Of course, all the data in the world won’t do much good if you don’t know what it all means. It’s vital to have somebody on your team who understands your GA reports, can spotlight the most important goals to track and properly value them for ROI calculations, and provide regular ROI analysis.
Many dealers who don’t have that level of in-house technological capability find a LotLinx digital strategist is an indispensible resource. Call us today at 800-625-5469 to schedule a free Google Analytics consultation with one of our experts. Once you have the tools, process, and expertise in place to regularly monitor and act on your data, analytics will feel less like a chore, and more like a key to greater ROI.