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If you are a student of Google Analytics, you know that Google AdWords campaign data is tightly integrated into GA if you connect your AdWords account with your Analytics accounts. Most dealers are investing in paid advertising outside of AdWords and the traffic is documented in GA but NOT the campaign costs.
Imagine how nice it would be to compare all your marketing channels with accurate campaign cost data included for Facebook, Twitter, Instagram, and Bing?
GA provides a way to import a file of daily campaign costs using the Annotations feature. This would allow you to have accurate Cost per Engagement (CPE) and Cost per Conversion data directly in Google Analytics.
Your ad tech company should be able to provide a flat file of spend per day per campaign to make the import easy.
What to do more with Google Analytics?
I will be starting a 90-Day Google Analytics Mentoring Program for automotive marketing professionals. The program starts on August 17th. Enroll someone from your dealership here: http://pcgcompanies.com/ga/
Please share this opportunity with your peers who could benefit from stronger GA knowledge and proper data collection.