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Measuring the success of digital retailing tools with Google Analytics

On the latest episode of Auto Marketing Now, host Brian Pasch shows dealers how to inspect their website to see if digital retailing tools are being effective based on Google Analytics tracking. Dealers must be able to see how digital retailing tools are tracking conversations to sell more vehicles.

Pasch starts the show by showcasing how dealers can inspect digital retailing with Google Analytics. Pasch uses the example of Crown Honda using the Roadster digital retailing tool. Pasch instructs dealers to open their website and Google Analytics in a different tab. He recommends not opening Google Analytics in the dealership because the session will have interference with other users. 

Pasch then says to click on ‘Realtime’ on the Google Analytics Dashboard to monitor their own activity. Dealers can then click various buttons associated with their digital retailing tool to check if it is being tracked in analytics.

Pasch sorts through several actions on Crown’s site to check if events are being logged in the company’s analytics. Google Analytics tracks all of his events, keeping them organized for reference when creating future strategies.

Pasch says these tests allow dealers to set up goals to use in marketing campaigns. These tracking features can create a custom audience that can be targeted as a strong lead. 

Pasch concludes with his email grab bag segment. He says he was recently asked about the possibility of adding inventory feeds to Google My Business. Google is currently in the beta stage of a live inventory feed for automotive. Marketing managers and dealers should continue to monitor this development as it progresses to utilize new ways to put vehicles in front of customers.  


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Brian Pasch
Brian Pasch
Founder of PCG Companies and BPE Enterprises, Brian Pasch is a thought leader, effective strategy driver, and industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.

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