Digital Dealer - July 2018 - 36
M A R K E T ING & ADVERT ISING: So cia l Medi a Adverti si ng
By Gabrielle Garrison
Partner Manager,
Automotive Facebook
Bridge the Gap
Between Offline
Car Sales & Online
Actions With
Facebook's Offline
Conversions
Traditional marketers in
the auto industry
typically focus only on a
last-click model.
This means that a lot
of value in ads and user
attribution can go unmeasured. Not only is it important to note the missing
36
J U LY 2 0 1 8
attribution, but what is less
discussed and more critical
is the value lost when using
a cookies-based world to
measure across devices.
With cookies, mobile attribution is a black hole which
can be problematic in a
world dominated by mobile
D I G I TA L D E A L E R . C O M
use. Regardless of the attribution model used, if you
cannot report on cross-device behavior, your ROI will
be wrong.
So how do you measure cross-device when a
person's online action is not
the last touch before the car
purchase? At Facebook, we
are working on a way for
dealerships to tie their car
sales and service appointments back to their Facebook ads, no matter what
device is used.
Facebook recently
launched a product called
Offline Conversions, which
is a measurement tool
that provides insight into
customers who have seen
an ad online and then taken
an action offline. With offline
conversions, dealerships
can connect their database
systems (such as CRM or
POS systems) to their Facebook advertising account
to better understand offline
events that are not captured
by the Facebook Pixel or
SDK. Or they can upload
their sales data manually
like you would for a manual
custom audience upload. By
connecting offline information to Facebook in a privacy-safe setting, a dealership
can unlock the following:
Measurement of metal
moved, not clicks received:
Gain access to reporting
that shows the number of
people who have seen your
ads and bought a vehicle (or
service) in ads reporting and
Facebook analytics.
Targeting for the people
who matter to you: Create
custom audiences based
on offline events (such as
car purchasers), and reach
similar audiences to your
best offline customers using
lookalike audiences.
There are no eligibility
restrictions for offline conversions measurement, and
it is not limited to a single
objective, placement or
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - July 2018
Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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