How Car Dealers Can Attribute Digital Marketing Success (Watch and See – VIDEO)

In Measurement Marketing by RyanLeave a Comment

Transcript Below:

It's time to tag team and by tag team, I mean, if you don't know how to use Google tag manager, you need to tag someone, find someone who does to work for your business or to help you as a marketer and for the most complex and important questions within your business. My name is Ryan with elevated conversions. And today I'm going to show you how a one way to use Google tag manager actually for car dealerships and how you can use it to not pay an expensive, [00:00:30] you know, third-party marketing company to tell you how many cars, uh, what traffic sources sold, how many cars. Uh, there's plenty of companies that will charge you a nominal like for that, it's obviously a very important question. Um, I don't, I've worked with, uh, multiple different third-party companies out there that you're going to help you find that answer.

So they'd tell you and you know, a lot of them do a pretty good job, but as uh, a technical, uh, measurement marketer, uh, if you know how to use Google tag manager and Google [00:01:00] analytics and you're a creative problem solver, you don't need their fancy attribution models, which I was never fully convinced on those having used those, talked with their teams at length. Um, and so I'm going to show you, um, how you can do it yourself. Um, if you're a car dealer and I'm the only investment is your time, um, or higher and someone like me to do it for you if you don't want to try and figure this out, but it's not that complicated. And Google tag manager, uh, I'm going to go into more of [00:01:30] after you set it up in Google tag manager, how you see it in Google analytics and you just push that to a simple Google sheet and then just do a v lookup.

So the logic is, well no, the traffic sources that viewed the vin numbers. What we're doing with Google tag manager is we're surfacing the vin number. I'm going to show you on, uh, this is a previous client's site. I'm just going to go look at a Chrysler Pacifica and [00:02:00] have Google tag manager open. Uh, I still have access to this account. And um, what I'm going to look at and show you is what's actually go down into a page. Right now we're on the, uh, the SRP, the search results page. We're going to go into an individual vehicle. And then that, uh, vehicle, we'll have the vin number, the vehicle identification number showing on the page. And we're using Google tag manager with custom javascript to extract that Vin number [00:02:30] and use it as a custom dimension in Google analytics. So we're just gonna see in Google tag manager that which is to a page view and we have variables at our disposal here.

We're looking for, uh, CJ has custom javascript vehicle. Then we can see that this is the vehicle vin number on this page. So that's super useful. And what also a Google analytics is going to tell us as what was the traffic source and how they got to the page. [00:03:00] So with that logic, we know what was the traffic source and I got him through the page, the vehicle vin number. Uh, and we're looking at last month, let's say, cause we, you know, you takes a while to buy a car. And so at the end of every month or the end of every day, however often you want to update it, you can export a list with all the vehicle vin numbers on that list and you can simply match up the vehicle vin numbers with what was the traffic source coming to the page. And you can see what are your most profitable traffic [00:03:30] sources at driving views. Two vehicles of the ones that sit as a cell. And so what we're looking at in Google analytics is just all of last month's data. And what we did is for looking at the source medium report, very popular report in Google analytics, um,

Which is seen right here. My computer's loading a bit. I think I have a few times open. All right, so I'm going to just [00:04:00] close that as once again. And then what I did is I used a secondary dimension and I just typed in vehicle vin is that's the custom dimension. Um, and that's coming in, uh, as a custom dimension. As a, uh, a page view, uh, hits a level custom dimension. I'm not going to go into what that means, but it means that the hit can change from page to page and obviously each page has its own bin numbers. So we want to import the custom dimension as they hit level dimension. [00:04:30] So we have all the sources, we have the vehicle vin numbers. And what we simply did is just an export this into a Google sheet, uh, which was pretty easy to just a built in. You can export, um, right up here and just as Google sheets. So we did that and why copied all the source mediums and all of the bins and I put it in a different spreadsheet, just kind of wanted to use a different spreadsheet. And so let's take this filter off. So what we're looking [00:05:00] at is all of the vins in Google analytics. S

This is Google analytics. Let's color these two orange like Google analytics and this will color light bread has, that's probably the CRM. This dealer is using. This is just dummy sold vin numbers. I just chose a few from here so we would see which ones are or will be able to surface which ones are assault. Um, I just put some random prices and dates as well too. This is all dummy [00:05:30] data minus the GA is actually the real day. There should be just saw, um, this is all dummy data, but the point is if you have this data you'll be able to figure it out, which is the important part. And so I organized this, uh, how I wanted to, with knowing how we look at v lookups work. And so what we're doing is simply just looking in column a so it tells you what you're looking for or searching for.

Uh, this vin number in column a through the entirety of columns B [00:06:00] through C. I wanted to see because that's what I want to return a within the range of a v lookup. Um, but, uh, we're really just looking in column B for that vehicle Vin number. And this is text. So it's obviously not going to find this vin number in column C and we're returning the second column, which is the index is what um, returns. So if it's an a, that means that where there weren't any website traffic sources in Google analytics attributable for that, [00:06:30] uh, that, that vin number. And if the returns a traffic source, that means it was sold and that's the source that's responsible for. And uh, so what we can do is we can filter then we don't want to see the Nas. We want to see everything that was actually sold and we can simply see the most profitable sources, um, that were actually sold.

So that's super simple way of being able to tangibly, um, see [00:07:00] which sources are actually driving car leads, which is a much more valuable metric. Then, you know, bounce rates or sort of any sort of page engagement metrics. Dealers want to know if cars were sold or not. And this is a way where with some technical knowledge, I think Google tag manager is probably the hardest part. Uh, integrating that with Google analytics. Um, but v look up in a, in a Google sheet is, you know, a pretty simple function. You just have to know how that works. And I love keeping [00:07:30] things in the cloud, in Google sheets as opposed to excel. Excel is very unneeded nowadays. I feel like in so many areas and this is definitely one of those. So, um, hope that helps you. If you're a dealer, feel free to shoot elevator conversions, a message.

Uh, we've been in the industry for about four years. Uh, we've been out of the industry for a half of a year. Um, just kind of had a, a change with an existing client we were working with. And um, we, we know our value and we want to be able to be [00:08:00] more consultants in this industry and guide dealers along a data driven business and data informed business-driven decisions, which is really, really powerful. That, and we specialize in building dashboards for dealers, bringing in all the data so that you can see your business health and make decisions based off of your dashboard.

Okay.