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Should Dealership Map Views Be Counted as a Conversion?

Latest HOT Discussion in the Forum

Are Map Views worth counting as a conversion on your dealership website?

website map view

Cobalt has shown dealership website Map Views as part of the overall conversion metric to be just as important as leads and phone calls for years. Admittedly I have no idea what they’re doing today as I haven’t looked at one of their reports since leaving the dealership. However, I’ll never forget the day I showed my boss our first VW Cobalt report years ago and how his response to the map views seemed to click for him. He understood that part better than the leads and calls section. It is one of a very small number of things I can thank Cobalt for in my early career.

In my younger days I believed this metric to be a gimmick for Cobalt to show an inflated conversion rate because this was never provable. Today I’m beginning to question whether we should all start looking at this metric as solidly as we look at lead counts and call volume. At the end of the day this is still a much more believable and viable metric than anything we ever looked at from traditional media sources.

What do you all think?

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Founder of DealerRefresh - 20+ Years of dealership Sales, Management, Training, Marketing and Leadership.
  • J
  • August 27, 2013
As car buyers continue to change along with rapidly changing technology, vendors and dealers alike are left to scratch their heads and wondering why lead submissions are down.  While map view are certainly a way to gauge behavior in and of itself a map view is NOT a lead and therefore cannot be counted as a conversion.