As dealers shift more of their marketing investments to online strategies, they need to rethink how to measure what is really working to increase sales and profits.
Dealers are using outdated Key Performance Indicators (KPI) for Google AdWords, email marketing, and social media advertising and this allows unscrupulous companies to take advantage of them. It’s time to level the playing field and measure all paid traffic with a new KPI: Cost Per Engagement (CPE).
CPE will also help dealers identify BOT traffic that is stealing money and inflating Google Analytics reports. Dealers can finally have a metric that can identify the keywords, campaigns, and strategies that generate highly engaged consumer website traffic.