In traditional dealership advertising – whether it’ radio, TV, newspaper or direct email – GMs usually use one metric to evaluate ROI (return on investment): how many people come through the door.
When dealerships adopt online marketing, they lose focus in vanity metrics that have little to no correlation with sales. Marketers start chasing traffic spikes, bounce rate, time on page, or a number of clicks and hit the wall with advertising campaigns. They target wide segments of unqualified traffic for low engagement at a high cost.
Ad spend becomes a liability rather than an investment.