October 7, 2020

Numbers don’t lie—But people might. How much money is your dealership wasting on its digital strategy?

6 Google Analytics features proven to show you the facts and show you the money in 2021

Do you hear that? That incessant knocking at your door? That phone that just keeps ringing? Money says it’s a salesman who wants something from you (I’ll give you a hint: it’s your checkbook).

He strolls into your office and dumps a load of statistics onto your desk; it all sounds good, but how can you tell the fact from the fluff? Let’s face it, if you’re still playing guessing games with your digital strategy, you could be doing this:

Enough is enough. It’s 2020, which means it’s time to stop taking everything at face value—especially if that face only sees you as a whopping commission. You deserve your facts from a reliable source.

Most have already heard of Google Analytics—most even have it up and running right now—but few understand what it truly offers. If this is you, we need to have a serious talk.

Google Analytics in a nutshell

Google Analytics is a web service that tracks and reports traffic on your website, keeping the books, so you don’t have to. This platform is fully automated (i.e. once you’ve added your tracking code, it immediately begins tracking, storing, and providing you with crucial statistics), constantly improving, and…there’s one more thing…

Oh, yeah, it’s free. Translation: it’s not after your money like that pesky salesman. You can trust it to give you the cold, hard facts without a hidden agenda. But how is it done?

In a nutshell, Google Analytics breaks up its data in three ways:

  1. Acquisition – find out how you get traffic to your website.
  2. Behavior – find out what people are actually doing on your website.
  3. Conversions – find out how visitors turn into customers on your website.

At this point you may be saying: yes, I KNOW about Google Analytics, but isn’t it overwhelming, confusing, beyond my reach? Not anymore, because today we’re breaking down the top 6 features of Google Analytics and how implementing them could up your sales game and save you money in 2021.

  1. Traffic Reporting

This feature tells you just how many people are visiting your site each day. On top of this, it gives you the ability to track various trends over any period of time. If you’re willing to dig a little deeper, you’ll be able to narrow down the exact source of your traffic, i.e. which channel brought in the highest number of views for your site. This knowledge is beneficial because it reveals if your current marketing strategy is actually initiating engagement between your site and your audience.

  • Bounce Rate

This feature reveals the percentage of site-goers who exited without interacting beyond a single-page—to put things plainly, they bailed. If your site has an abnormally high bounce rate, yet your dealership relies on viewers interacting beyond one-page visits, you might want to do some investigating. Before making any drastic changes, make sure you view the problem from various angles:

  • The Audience Overview report provides the overall bounce rate for your site.
  • The Channels report provides the bounce rate for each channel grouping.
  • The All Traffic report provides the bounce rate for each source/medium pair.
  • The All Pages report provides the bounce rate for individual pages.

You can even compare your company’s Bounce Rate to other industries within your field by going to the admin section, selecting Account Settings and then checking Benchmarking. If your company’s Bounce Rate is high compared to others in your realm of influence, your digital strategy could be focusing its attention on the wrong areas—and costing you valuable customers.

  • Goals

You can use this feature to measure how often visitors are completing a specific action on your site. In a nutshell, it reveals how well—or not so well—your site is fulfilling its target objectives. Implementing and reaching these goals is key to the success of your business; if, for some reason, your goals aren’t being met, it’s probably time to reevaluate your strategy. Maybe your customers need some incentive to keep scrolling—or maybe you need to kick your current digital strategy to the curb.  

  • Conversion Tracking

Any action that a person takes on your website—from making a purchase to signing up for an email list—is considered a conversion. Tracking these conversion points allows you to see when and where someone converted, the exact traffic source that referred them, and much more. Understanding your conversion data can take your company to the next level—giving you the tools to fine-tune your campaigns to bring in more customers.

  • Key Word Referrals

Ever wondered what a customer searched in order to stumble upon your website? Well, now you don’t have to. With this feature, you can see what people typed (key words) into a search engine when they found your site. This information has the power to drastically increase the power of your SEO strategy.

  • Audience Reports

The ultimate benefit of this feature is the ability to compare performances, habits, and tendencies across different audience segments and then conclude how to relate audience activity to your business goals. This information has the power to dictate which campaigns are viable for different audiences. It also reveals which audiences have a higher engagement rate and therefore deserve the highest level of attention.

While I’ve only hit on a few features that Google Analytics offers, the possibilities are ENDLESS. Stop flushing money down the toilet, because there’s only one thing standing between YOUR DEALERSHIP and a new and improved digital marketing strategy—start listening to the NUMBERS, not the SALES PITCH!

At ACI, we’re not interested in selling you shaky programs covered up by inflated reviews; we use Google Analytics every day to track exactly where your ad spend is going and our monthly reports are cut and dry about the traffic we’ve generated for your site. These analytics are monitored consistently, giving us the ability to adjust ad spend (at NO additional cost to you) so that we can produce the best possible results every. single. time.

Still a bit fuzzy on Google Analytics? Our experts on staff will walk you through the process of “translating” the information so you can get back to doing what you do best: SELLING CARS!

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