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|Is it useful and productive for Automotive Marketing Professionals working at the dealership level to get training directly from Google on how to best use the various Google Apps, such as Google Analytics to do a better job for the automotive retail organizations they serve? Is it valuable for marketing managers in dealerships to be able to learn more about their dealership's customers with Google Analytics?|
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with google analytics seemingly getting more complex by the month, dealers and management need at least an understanding of these reports and options to get a handle on the credibility of products and results vendors are pitching...
Dealerships shouldn't be using Google Analytics.
Over 30% of Internet users turns off tags and scripts when browsing the Internet. One of the biggest things that GA fails to capture, with tags, you cannot capture every single user that hits the site (meaning, it’s not absolute).
Don't let bots scrape your inventory. Hey Jim Ziegler! http://www.automotivedigitalmarketing.com/jimziegler = Dealer Defender.
Passive Analytics is the way to go:
If the dealer doesn't want to pay for Analytics, Google Analytics is the way to go.
I'll provide a document in the near future. I was just at an Analytics conference.
Are you trying to sell something?
Dealers need to track actions/events, page views, and conversions. Google Analytics is the best tool to handle this for dealers. Especially since it's integrated with their other SEM/PPC tools.
Sure, maybe some massive eCommerce sites might want to go with a $100k+ analytics tool. For a dealer website, complete overkill.
There are several dealers who buy Adobe Site Catalyst. (or Omniture or whatever they call it now) Its' a great tool and you can load SEM/PPC data in there. You can even load Webmaster Tools data in there. But its' expensive.
Visistat is another good one. That's a lot cheaper too.
But I always recommend Google Analytics. Its' free, portable and sufficient for most people.
@Carl - Yes, it's the expense I'm concerned with. I think Site Catalyst was formerly Omniture Test & Target. I'd be interested in seeing which sites are using it as I'm curious how it's implemented. Since most dealer websites are shared-tenant setups I'd think the website vendor would have a hard time implementing it well for a single site /client.
But that is pretty cool! I'll take a closer look at it. Mixpanel is another analytics platform I really like. Google Analytics is a feature rich, robust, and reliable platform. Plus it's free :)
All Toyota dealers use Site Catalyst. To be part of the website program, you have to use it and yes, its' a real pain in the ass to setup but its' worth it.
Site Catalyst isn't as expensive as you would think. My company (Autofusion) considered using them to power our Analytics.
I would recommend them for Dealer Groups. Especially large ones since the software allows you to segregate the dealers so you can do stuff like see how many leads your west coast dealers are closing.
Visistat is also good and so is Piwik. Piwik is free.
But Google Analytics is free and widely used. I have worked with the analytics of other vendors and the problem is different companies define stats in all different ways. Bounce rate might be defined differently between 3 different providers.
Using Google Analytics avoids this. One more thing I like to do is to filter out the web vendor's IP and the dealership's IP. This is really important because it could give you wrong readings if you are using heat maps to figure out where actual customers are going.
Awesome, thanks for the info! I'll look at some of the implementation details for Site Catalyst.
Have you heard of https://segment.io? It looks like a good tool to use to keep the front-end code clean. Competitive pricing too.
Wow segment.io looks pretty cool. Its' always so annoying to install tons of tags on sites. This will simplify things. Thanks!
Yep, and becoming cheaper every day.
Google Analytics IS a laughing stock and NOT the best option for dealerships. It provides bullsh*t metrics, that mean very little. WEAK!
As far as GA and it's weaknesses:
The largest potential impact on data accuracy comes from users deleting or blocking Google Analytics cookies. Without cookies being set, Google Analytics cannot collect data. Any individual web user can block or delete cookies resulting in the data loss of those visits for Google Analytics users.
Another limitation of Google Analytics for large websites is the use of sampling in the generation of many of its reports. To reduce the load on their servers and to provide users with a relatively quick response for their query, Google Analytics limits reports to 500,000 randomly sampled visits at the profile level for its calculations. While margins of error are indicated for the visits metric, margins of error are not provided for any other metrics in the Google Analytics reports.
For small segments of data, the margin of error can be very large.