Digital Dealer - April 2018 - 46

By Tracie Costabile
COO,
Dealer Analytics

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

Google Analytics How-To:
Hold Your Vendors Accountable
It's the end of the first
quarter, do you know
where your digital
marketing dollars went? If
you've been utilizing your
best source of free
information about your
web traffic, Google
Analytics, you bet your
boots you do.
Tracking performance
metrics in Google Analytics is the quickest,
simplest way to hold your
vendors accountable. But
how can you tell who's
bringing the goods and
who's blowing smoke?
Your Analytics automatically has all the information you need.
All aboard the vendor
evaluation express train!
Open your Analytics
and choose a View that
contains Goals that are
important to you. Navigate
to your primary reporting
page by clicking Acquisition > All Traffic > Source/
Medium. A table will
appear filled with numbers. Don't be intimidated!
You're the conductor of
this express train, and
you are about to take your
most lucrative route.
Before you start your
train moving, check the
date range on the upper
right of the screen. The
last 30 days is a reasonable timeframe for evaluating vendor performance.
Remember to click "apply"
46

APRIL 2018

TRACKING PERFORMANCE METRICS IN GOOGLE
ANALYTICS IS THE QUICKEST, SIMPLEST WAY TO
HOLD YOUR VENDORS ACCOUNTABLE.
after choosing your date
range. You also want to
make sure you're viewing
all of the Goals in the
View you've chosen.
Just above the third
column from the right is a
drop-down menu called
"Conversions." This lists
all the Goals contained
in that View. Choose "All
Goals."
The first column on the
table will be a list of your
crew, aka the sources of
traffic to your website.

D I G I TA L D E A L E R . C O M

You'll almost certainly see
"Google/Organic" and
"Direct," as well as the
vendors you've hired to
drive traffic to your site.
You might see sources
such as "Email," "PPC," or
"Display." These sources
will be listed in order by
the number of clicks each
sent to your website for
the time period chosen.
The column labeled
"Sessions" lets you know
how many clicks, or people, came to your site from

that source. This is your
first stop on the vendor
evaluation train. How did
your vendors do? Did they
promise a certain amount
of traffic? Did they live
up to that promise? Are
you paying by click? Did
they meet your budget?
Exceed it? If they fell short
of their promise, did they
still charge you full price,
or did you get a break on
your invoice for the low
performance?
Take that train to the


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - April 2018

Digital Dealer - April 2018
Contents
Six Steps to Promote People Properly
Relationship Development With People Is the Key to Your Success
NO, Dealers! You Don’t Need Work-Life Balance.
Margin Compression Takes a Bite—How Will You Bite Back?
Platinum Rule Marketing!
Digital Dealer 24 Conference & Expo Pre-Show Highlights
Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Are You a Student, a Disciple, or a Disciple-Maker?
The One Thing That Changes Everything in F&I
A Mystery Shop for a Major National OEM (Part 2)
Prioritize Mobile Experiences or Risk Losing Customers
Google Analytics How-To: Hold Your Vendors Accountable
Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - CT1
Digital Dealer - April 2018 - CT2
Digital Dealer - April 2018 - Digital Dealer - April 2018
Digital Dealer - April 2018 - Cover2
Digital Dealer - April 2018 - 1
Digital Dealer - April 2018 - Contents
Digital Dealer - April 2018 - 3
Digital Dealer - April 2018 - 4
Digital Dealer - April 2018 - 5
Digital Dealer - April 2018 - Six Steps to Promote People Properly
Digital Dealer - April 2018 - 7
Digital Dealer - April 2018 - Relationship Development With People Is the Key to Your Success
Digital Dealer - April 2018 - 9
Digital Dealer - April 2018 - 10
Digital Dealer - April 2018 - 11
Digital Dealer - April 2018 - NO, Dealers! You Don’t Need Work-Life Balance.
Digital Dealer - April 2018 - 13
Digital Dealer - April 2018 - 14
Digital Dealer - April 2018 - 15
Digital Dealer - April 2018 - Margin Compression Takes a Bite—How Will You Bite Back?
Digital Dealer - April 2018 - 17
Digital Dealer - April 2018 - Platinum Rule Marketing!
Digital Dealer - April 2018 - 19
Digital Dealer - April 2018 - 20
Digital Dealer - April 2018 - 21
Digital Dealer - April 2018 - Digital Dealer 24 Conference & Expo Pre-Show Highlights
Digital Dealer - April 2018 - 23
Digital Dealer - April 2018 - 24
Digital Dealer - April 2018 - 25
Digital Dealer - April 2018 - 26
Digital Dealer - April 2018 - 27
Digital Dealer - April 2018 - Ben Keating Principal Owner & Chief Visionary, Keating Auto Group
Digital Dealer - April 2018 - 29
Digital Dealer - April 2018 - 30
Digital Dealer - April 2018 - 31
Digital Dealer - April 2018 - 32
Digital Dealer - April 2018 - 33
Digital Dealer - April 2018 - Are You a Student, a Disciple, or a Disciple-Maker?
Digital Dealer - April 2018 - 35
Digital Dealer - April 2018 - 36
Digital Dealer - April 2018 - 37
Digital Dealer - April 2018 - The One Thing That Changes Everything in F&I
Digital Dealer - April 2018 - 39
Digital Dealer - April 2018 - 40
Digital Dealer - April 2018 - 41
Digital Dealer - April 2018 - A Mystery Shop for a Major National OEM (Part 2)
Digital Dealer - April 2018 - 43
Digital Dealer - April 2018 - Prioritize Mobile Experiences or Risk Losing Customers
Digital Dealer - April 2018 - 45
Digital Dealer - April 2018 - Google Analytics How-To: Hold Your Vendors Accountable
Digital Dealer - April 2018 - 47
Digital Dealer - April 2018 - Reach More Car Shoppers with Mobile Video on Facebook
Digital Dealer - April 2018 - Cover3
Digital Dealer - April 2018 - Cover4
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