Do You Need rd 3 Party Leads? Finding the Answer with Google Analytics & Digital Attribution Kevin Frye | Jeff Wyler Automotive Family | eCommerce Director | kevin.frye@jeffwyler.com Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email ROI = (Gross – Cost)/Cost Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Gathering Your Data Your monthly cost for your 3rd party provider For your website, monthly cost includes website hosting, your SEM for that website, and the cost of any tools used on your website Your VDP count (from provider reports) Gather VDP count for your dealership website from your host, or from Google Analytics Gathering Your Data The number of sales you had for your 3rd provider as well as from your dealership website The total gross for those respective sales Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email Full Name | Company | Job Title | Email ROI = (Gross – Cost)/Cost Full Name | Company | Job Title | Email One Month snapshot ROI = (Gross + Assist Value – Cost)/Cost Full Name | Company | Job Title | Email Year to Date snapshot Full Name | Company | Job Title | Email Arguments Digital Attribution only goes back 30 days… Full Name | Company | Job Title | Email Arguments What about the Hours/Directions page as a goal? Full Name | Company | Job Title | Email Arguments Attribution does not measure across platforms The shopper deletes their cookies Full Name | Company | Job Title | Email Conclusions Attribution allows you to see the level of assist by 3rd party providers IF you show little to no assist, then you should judge the provider as it stands alone Don’t buy the “mystery traffic” that is coming in. Are More Leads Better? If you buy 50 leads for $1,000 (twenty dollars each), and make one sale for $1,500, is that a good investment? Full Name | Company | Job Title | Email Are More Leads Better? What about the cost of labor for leads that didn’t sell? Adjusted Cost = Cost + (# of unsold leads * labor cost) Let’s assume cost of $25 for working each lead Cost* = $1,000 + (49 * $25) = $2,470 Full Name | Company | Job Title | Email ROI** = (Gross*-Cost*)/Cost* Full Name | Company | Job Title | Email What about OEM rd 3 Party Leads? Hope on the horizon with Kia Kia is moving to not compete directly with us which drives up costs, while reducing their dependence on 3rd party leads Full Name | Company | Job Title | Email Do You Need rd 3 Party Leads? You are investing your marketing money for the best return. 3rd party leads provide the least return historically compared to your dealership website leads, and OEM leads Full Name | Company | Job Title | Email Do You Need rd 3 Party Leads? Prioritize your spend based upon the ROI of your digital marketing investments IF you have a large budget, third party leads can help round out your portfolio – but not at a large return Full Name | Company | Job Title | Email Wrapping Up Price Model changes in the future? Why are they called a 3rd party? YOU need to look at your marketing mix to make the best decision Questions??? Contact Info Kevin Frye Jeff Wyler Automotive Family eCommerce Director Kevin.frye@jeffwyler.com Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.