15 Digital Marketing Metrics Every Dealership

Should Be TrackingHow to wade through all the data and focus on what

matters the most to your bottom line

What, A Warning In A Webinar?

KPI vs. KRI

1. Key Performance Indicators are metrics that are considered to be critical to the success of the dealership 2. A KRI measures one of the key outcomes from your business activities

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KPI (Key Performance Indicator) KRI (Key Results Indicator)

Is not financial in nature Frequently financial in nature

Forward-looking Backwards-looking

Is actionable/ Predictive Isn’t actionable without more info

Measured frequently Measured infrequently

Significant effect on the dealership The dealerships bottom line

• Identify Objectives • Ask why your dealership exists, parts, service, body shop, sales? • Acquisition, behaviors and outcomes • Objectives should be DUMB – Doable, Understandable, Manageable,

Beneficial • Identify Goals for your Objective

• Objectives without goals are pipe dreams, give yourself something to work towards

• Identify KPI • Helps you understand how you are doing against your objective

• Identify Your Targets • Pre-determined indicators for success or failures

• Identify Segments for Analysis • A group of people, their sources, onsite behavior, and outcomes

A Measurement Model

#1 Leads! - Daily

• Leads should be tracked for every lead source • OEM, Third Party, Website, Phone Calls

• Plot leads everyday towards your goal • A great KPI to work backwards from

#2 Average Lead Closing Average - Monthly

• Helps measure the quality of your leads • Specifically important for third-party leads

• Helps measure the quality of your sales process • While not digital it’s good to know!

• Average # of leads per business day #3 Website Traffic - Daily

• Important to reach lead goals • Pay attention to where traffic is coming from (Direct, Organic, Referral,

Paid) • % of return visitors • Pay attention to trends • Bounce rate • Time on site • Exit pages • Pages per visit

#4 Call-To-Action Click Through Rate - Monthly

• Helps identify on-page cues that lead to conversion • Change page CTA based off of findings – ACTION!

#5 Conversion By Source- Daily

#6 Top Pages For Conversion & New Traffic

#7 Share Of Voice - Monthly

#8 PPC - Weekly

#9 In-Page Analytics - Daily

#10 Lead Response Time - Daily

• Again, not digital but important when figuring out if it’s lead quality or ineffective lead communication • Contact Rate • Set Rate • Show Rate • Sold Rate

#11 Cost Per Acquisition - Weekly

#12 Amplification Rate - Weekly

• The rate at which your social media followers share your content through their networks • Twitter: Amplification = # of Retweets Per Tweet • Facebook/G+ Amplification = # of Shares Per Post • Blog/Youtube Amplification = # of Share Clicks Per Post (or Video)

#13 Page Rank - Monthly

#14 Traffic By Device - Weekly

• Nearly 50% of mobile auto users look to make a purchase the same day • Neilson – Mobile Path To Purchase

#15 Email Campaign - Monthly

• Open Rate • Click Rate • Subscribe rate • Unsubscribe Rate

VP- 3GEngagement David@3GEngagement.com Twitter.com/DavidJohn_Son Facebook.com/DavidJohnson101