TSLA316.06010.76%
GM53.4001.06%
F11.4700.2078%
RIVN14.0100.19%
CYD23.430-0.1%
HMC33.110-0.48%
TM188.490-3.17%
CVNA332.1206.03%
PAG175.0204.22%
LAD312.9403.16%
AN203.2503%
GPI436.52020.46%
ABG237.6605.09%
SAH78.8103.38%
TSLA316.06010.76%
GM53.4001.06%
F11.4700.2078%
RIVN14.0100.19%
CYD23.430-0.1%
HMC33.110-0.48%
TM188.490-3.17%
CVNA332.1206.03%
PAG175.0204.22%
LAD312.9403.16%
AN203.2503%
GPI436.52020.46%
ABG237.6605.09%
SAH78.8103.38%
TSLA316.06010.76%
GM53.4001.06%
F11.4700.2078%
RIVN14.0100.19%
CYD23.430-0.1%
HMC33.110-0.48%
TM188.490-3.17%
CVNA332.1206.03%
PAG175.0204.22%
LAD312.9403.16%
AN203.2503%
GPI436.52020.46%
ABG237.6605.09%
SAH78.8103.38%
Dealers' #1 source for auto industry news, content, coaching & analysis

Autotrader: 92% of vehicle sales are untraceable in dealer CRM systems

New data reveals dealers overlook key buyer touchpoints and waste ad dollars by relying on outdated tracking methods.

Autotrader, a Cox Automotive brand, has uncovered a major flaw in how dealerships track vehicle sales. According to a white paper using Clarivoy data, only 8% of 875,000 automotive sales were attributed to a CRM lead. That means 92% of buyers never submitted a lead form but still purchased a vehicle. Many dealers still rely on last-touch attribution, which credits only the final marketing channel, often missing the numerous interactions buyers engage in along the way.

Here’s why it matters:

Dealers are missing sales opportunities and wasting advertising budgets by tracking only a small portion of the buyer journey. Without recognizing the impact of early touchpoints, especially from third-party marketplaces, dealers undervalue key digital channels. Multi-touch attribution provides dealers with a clearer view of customer behavior, enabling them to reallocate marketing dollars, enhance lead quality. and close more deals. Embracing this model helps stores compete in a market where buyers engage with multiple platforms over months before making a decision.

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Key takeaways:

  • Dealers fail to track most vehicle sales
    Clarivoy data shows 92% of marketplace-assisted vehicle sales weren’t recorded in CRMs because customers never submitted a lead.
  • Buyers rely heavily on marketplaces—not dealer websites
    Nearly half of all shoppers (48%) start their search on third-party marketplaces, compared to just 14% on dealer websites.
  • Most dealerships only capture a sliver of the whole journey
    The average car buyer engages with 62 touchpoints, but dealers typically track just two, capturing only 3.5% of the journey.
  • Multi-touch attribution reveals hidden impact
    When dealerships used multi-touch tracking, Autotrader was credited with influencing 55% of vehicle sales, more than 2.5 times the number credited under last-touch methods.
  • Smarter attribution boosts profitability
    Dealers who adopt multi-touch attribution can shift focus from chasing leads to measuring real engagement, helping them close more sales and improve return on ad spend.

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Colin Fitzpatrick
Colin Fitzpatrick
Colin Fitzpatrick has spent over 3 years at CBT News, where he leads social media and marketing strategy for the automotive industry. With a keen understanding of digital engagement and dealership communications, he helps deliver impactful content that connects with retail professionals.

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